An insider's account of how AT&T tried to cope with competition, economic turmoil, and media scrutiny addresses valuable business lessons from AT&T's experience while looking at key events in the corporation's recent history.

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Dick Martin was executive vice president of public relations, employee communications, and brand management for AT&T from 1997 to 2002, capping a 32-year career with the company. He has trained executives at numerous Fortune 500 companies in the techniques of handling media interviews. He has also written for the Harvard Business Review, the PRSA Strategist, and the PR Encyclopedia. Mr. Martin lives in Summit, New Jersey.

Dick Martin was executive vice president of public relations, employee communications, and brand management for AT&T from 1997 to 2002.

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