Corporate Communication is not a dark art, nor is it rocket science (in either case I couldn’t do it), and it is certainly not an end in itself. Instead, anyone doing this work must act based on two maxims before all others: If we are not in the business, we shouldn’t be in business. And never forget we come to work to sell our company’s products or services. In this chapter, by way of an introduction we will take a first brief look at what you need to bring to this job which is key to the organization’s success, arguably more so than other functions (and yes, I would say that wouldn’t I) and revisit in more detail the groups of addressees of corporate communication. We will then introduce the PESO model that categorizes the four channels through which we can reach those “hearers” (Aristotle in Chap. 2, remember) and discuss in depth the most effective of these, but also the most challenging one, Earned Media. Finally, we will turn our attention to the good old press release, to me still the proverbial “sharpest tool in the shed” when it comes to telling our story, even more so if we pay some attention to the art of writing, in English and in any other language of course. And don’t just rely on me, take it from someone who really knows, John Steinbeck (1902–1968), winner of the Nobel Prize in Literature (1962) and the Pulitzer Prize for Fiction (1940): “The discipline of the written word punishes both stupidity and dishonesty” Steinbeck (1969). Pulitzer is for individual works and Nobel for lifetime achievement.