Book Description

Effective Public Relations, Eighth Edition presents a comprehensive summary of public relations concepts, theory, principles, history, management, and practices.This “bible” of the public relations field continues in its role as the single most authoritative and complete reference for public relations professionals.Still the most comprehensive and authoritative introductory book, continuing its long-standing tradition as the most-cited reference book. Often referred to as the “bible of public relations,” the new edition covers the many aspects of public relations theory and practice in a variety of settings. The Eighth Edition also serves as the basic reference for accreditation programs worldwide. Updates examples, sources, and references to provide readers with contemporary cases, contexts, and perspectives that illustrate major concepts and issues essential to understanding the field. The new edition offers an up-to-date synthesis and interpretation of the scholarly and professional literature. Expands discussions of how the public relations field relates to marketing, integrated marketing communication (IMC), and related management functions, clarifying the unique and essential role of the public relations management function in organizations. An excellent, essential desk reference for those in the practice. ... Read more

Reviews (9)

Govt communicators should also see Media Relations Handbook
Cutlip's book is a classic, but for a newer book written by a Washington pro, see Media Relations Handbook for Agencies, Associations, Nonprofits and Congress. The Handbook is written by Brad Fitch, who spent more than a decade on the Hill, with a Foreword by Mike McCurry.

What others have said about Fitch's book (there are more testimonials on the book's web site):

"Great advice for beginners and experienced media hands. If you are a media relations professional--either beginner or seasoned veteran--this is the book for you. Brad Fitch, who spent many years fielding reporters' tough questions on Capitol Hill, has written a timely, practical guide to handling media relations that is filled with solid professional advice. What goes into a press release? How do you develop a strategic message? You've got a digital camera and a fax machine, but what else does your office need to effectively handle the media? Before you start talking to a reporter, do you know the difference between 'on the record,' 'off the record,' and 'background'? When there's an immediate crisis in your organization, what are the eight mistakes that you absolutely must avoid? How do you handle your paranoid boss when he or she has to confront the press? You'll find the answers to these and many other everyday problems in this book. Fitch also gives valuable advice on how to set up an effective website and how to use e-mail for optimum communications. Excellent book for professionals who work in federal or state agencies, trade associations, non-profits, state legislatures or Congress. It's the only handbook you'll ever need."
-- Dennis W. Johnson, college professor and former Capitol Hill senior staffer

"Provides valuable advice for those who flack for a living."
-- Roll Call

"A superb blend of theory and practice, written by someone who uses words like Gallup uses polls."
-- Steve O'Keefe, author "Complete Guide to Internet Publicity" and Adjunct Faculty, Tulane University College

"Uncertain how to interest the press in your pressing issue? Having difficulty preparing your media-unfriendly boss for a tough interview? Worried about the next communications crisis and how to handle it? Brad Fitch answers those questions and many more in this crisp, clear and completely useful book."
-- Tucker Carlson, Co-Host CNN Crossfire, author

"A seminar from TheCapitol.Net is one of the best ways to learn from the experts about how Washington really works. Now all that insight and information has been packed into this invaluable volume. I suggest you read it, and become your own expert."
-- Steven V. Roberts, syndicated columnist, TV and radio analyst, college professor

"Brad Fitch has performed an admirable public service by giving public relations students and professionals alike an indispensable tool. His book provides a road map on both the practicalities and principles of PR, and he shows that honest PR is not an oxymoron. Now it's up to all of us in the media and spin industries to keep our end of the bargain."
-- Ed Henry, Congressional Correspondent, CNN (formerly Senior Editor of Roll Call)

"This volume is an invaluable road map to the mean streets of a city where information is power and power is everything. Brad Fitch has written a rich 'how-to' lesson for pros and for novices who must negotiate the competitive landscape of America's new media."
-- Ann Compton, White House Correspondent, ABC News

"Media Relations Handbook is to political campaigns what The Art of War is to military campaigns: an essential strategic reference that winners should never be without."
-- James Carville, Co-Host CNN Crossfire, author

You can see more about Fitch's book by searching Amazon using the ISBN: 1587330032

From a student's perspective...
Last year, I took an intro to PR class to see if I'd like it. I loved the class, but our text, Effective Public Relations, was another story. As a college student, I read a lot of textbooks. This one certainly is as they claim: a PR bible, full of essential PR knowledge. But dang if it wasn't the most stimulating, interesting read since late night phonebook reading. Even compared to other textbooks, it was a chore to read.

Thorough Public Relations Intro
I must concede to being a fan of Cutlip's and Broom's work. I was deeply interested to see what they would update and change in this seminal work from their previous edition, most notably anything in the area of extremely cost effective public relations, especially as clients are demanding more and better public relations counsel for less money. While the 8th edition does not disappoint, nor does it rise above all expectations. For one who is a neophyte in the area, then I strongly suggest this work, as it provides one of the most comprehensive overviews of our industry that I have ever seen. For myself, I felt the book needed more coverage in the cost effective area. I found that coverage in Michael Levine's Guerrilla PR: Wired, which addresses the burgeoning need of attaining strong coverage without blowing the budget. Overall then, while I recommend this book, I cannot do so without some reservations. Nonetheless, I look forward to reading the 9th Edition.

Eat, Drink and Sleep P.R.
Read this hand in hand with Michael Levine's "Guerrilla P.R." and "Guerrilla P.R. Wired", and you will even start to dream like a P.R professional!

The lifeline
Every day of my working life I use this watershed book.

Public relations is an area where theory,practice, and ethics are so close to the surface that the practitioner weighs them every day with every project.

I couldn't survive professionally without this. ... Read more

Book Description

Using real-life case studies, Public Relations: Strategies and Tactics helps readers better understand the basic concepts, strategies, and tactics practiced in public relations today. The book presents an engaging and comprehensive overview of the principles, concepts, and methods of public relations. Its systematic approach combines fundamental concepts with numerous real-life case studies, helping readers relate theory to actual practice. Special emphasis is given to ethics, international public relations, and technology's growing impact on the field. Comprehensive and up-to-date, this best-seller shows how public relations plays a vital role in today's global economy and the public discussion of contemporary issues. Designed for anyone interested in public relations, journalism, communication, and business. ... Read more

Reviews (3)

If you're a govt communicator, you should also see
Media Relations Handbook for Agencies, Associations, Nonprofits and Congress. The Handbook is written by Brad Fitch, who has more than a decade of Washington PR experience, with a Foreword by Mike McCurry.

What others have said about Fitch's book (about which you can see more at MediaRelationsHandbook.com ):

"Great advice for beginners and experienced media hands. If you are a media relations professional--either beginner or seasoned veteran--this is the book for you. Brad Fitch, who spent many years fielding reporters' tough questions on Capitol Hill, has written a timely, practical guide to handling media relations that is filled with solid professional advice. What goes into a press release? How do you develop a strategic message? You've got a digital camera and a fax machine, but what else does your office need to effectively handle the media? Before you start talking to a reporter, do you know the difference between 'on the record,' 'off the record,' and 'background'? When there's an immediate crisis in your organization, what are the eight mistakes that you absolutely must avoid? How do you handle your paranoid boss when he or she has to confront the press? You'll find the answers to these and many other everyday problems in this book. Fitch also gives valuable advice on how to set up an effective website and how to use e-mail for optimum communications. Excellent book for professionals who work in federal or state agencies, trade associations, non-profits, state legislatures or Congress. It's the only handbook you'll ever need."
Dennis W. Johnson, college professor and former Capitol Hill senior staffer

"Provides valuable advice for those who flack for a living."
Roll Call

"A superb blend of theory and practice, written by someone who uses words like Gallup uses polls."
Steve O'Keefe, author "Complete Guide to Internet Publicity" and Adjunct Faculty, Tulane University College

"Uncertain how to interest the press in your pressing issue? Having difficulty preparing your media-unfriendly boss for a tough interview? Worried about the next communications crisis and how to handle it? Brad Fitch answers those questions and many more in this crisp, clear and completely useful book."
Tucker Carlson, Co-Host CNN Crossfire, author

"A seminar from TheCapitol.Net is one of the best ways to learn from the experts about how Washington really works. Now all that insight and information has been packed into this invaluable volume. I suggest you read it, and become your own expert."
Steven V. Roberts, syndicated columnist, TV and radio analyst, college professor

"Brad Fitch has performed an admirable public service by giving public relations students and professionals alike an indispensable tool. His book provides a road map on both the practicalities and principles of PR, and he shows that honest PR is not an oxymoron. Now it's up to all of us in the media and spin industries to keep our end of the bargain."
Ed Henry, Congressional Correspondent, CNN (formerly Senior Editor of Roll Call)

"This volume is an invaluable road map to the mean streets of a city where information is power and power is everything. Brad Fitch has written a rich 'how-to' lesson for pros and for novices who must negotiate the competitive landscape of America's new media."
Ann Compton, White House Correspondent, ABC News

"Media Relations Handbook is to political campaigns what The Art of War is to military campaigns: an essential strategic reference that winners should never be without."
James Carville, Co-Host CNN Crossfire, author

Again, you can see more about Fitch's book at MediaRelationsHandbook.com or search Amazon using the ISBN: 1587330032

good book
This book is a must have for anyone interested in PR. It is up to date and illustrates all the relevant forces working in PR. It also outlines application and startegy for an effective PR campaign. Along with this book, I would also recommend Michael Levine's Guerill PR Wired, which is also a must have for anyone remotely interested in PR.

This book is great.. it's for all people.
Whether you are a student or a pr practitioner, this book clearly tells you what Public Realtions is all about. Plus, you won't waste your money on this. It is up to date with the latest trends affecting PR, like laws, cases, and technology. I highly recommend this to all people who are interested in public relations. I have read many pr books but this one tops it all. ... Read more

Book Description

To succeed in public relations, professionals need an innate sense of the power, excitement, and value to society's primary institutions of its practice. This book uses a unique hands-on approach that prompts readers to think critically about the field.Prepares readers to deal with a full range of situations and to arrive at effective, ethical solutions. Offers two new mini-chapters on Investor Relations and International Public Relations. Features new contemporary cases including Rudy Giuliani and 9/11, Gary Condit, Trent Lott, Microsoft public relations, and more. Presents new hypothetical cases including cases on speechwriting, Internet monitoring, and sex discrimination. Features new contemporary interviews with such public figures as Gov. Jesse Ventura, Rudy Giuliani PR Director Sunny Mindell, National Black Public Relations Association President Pat Tobin, and White House Press Secretary Ari Fleischer. Presents a greater inclusion of minority and female practitioners. Provides Suggested Readings and Suggested Book lists.A handy reference for public relations professionals/public affairs officers, marketing professionals, advertising professionals, and general managers. ... Read more

Reviews (3)

Better books available
By all means spare your students the expense of a book that is as mediocre as it is costly. A hundred and twenty bucks! Please. Public Relations Writing provides all students need, and in a much more cogent format. Good case studies can come right out of the newspaper.

Disappointing
Practice makes perfect, they say, but after nine editions it seems that Fraser Seitel just can't get it right. This overpriced but skimpy book simply can't hold a candle to Public Relations: Strategies and Tactices by Phil Ault, or the Caywood book (Handbook of Public Relations and Integrated Communications). Poor insights, superficial and written in a kind of fey manner that is irritating.

Practical Public Relations at its best!
I've been using this book for about a year, as a professor teaching Public Relations. I like it, and the students always say it's a great book. It has just enough theory, plus a lot of practical application. The high point, and what students like best, is the series of case studies. There's one in each chapter, 20 in all. I know from personal experience, having spent 15 years as a "PR Man," before turning professor, that these cases are real-life examples of what to do, and especially, what not to do! Entertaining and interesting, while still being an excellent text. Much better than other books sometimes used for Public Relations courses. ... Read more

Book Description

The Sixth Edition of PUBLIC RELATIONS CASES continues to study examples of public relations by following the author's philosophy that great PR comes from interactive participation among sources and receivers of information. The text walks students through the evaluation of excellent case studies and helps students to why select public relations cases had the effect they did. This text's excellent organization, practical and theoretical coverage of topics, and variety of cases have been its consistent strengths. ... Read more

Reviews (2)

incredible read
I read this book for a class; changed my major to public relations the day I read the last page. Read Geurilla PR Wired too; both books fed my love for the PR industry and gave me an idea that PR was just more than spin doctoring and covering up bad fish with too much sauce.

complete guide to public relations and case studies
I studied with Jerry at American University in Washington, D.C. His book is a great guide for the public relations novice to the season publicist. Jerry's writings and explanations are clear and concise not to mention timely. It is a book that should be on every public relations professionals book shelf for reference and review. ... Read more

Book Description

An "in-your-face" book for an "in-your-face" profession, this full-color introduction to Public Relations prepares readers for the cutting-edge of today's constantly-changing, Internet-influenced PR field. Using a unique hands-on approach that forces readers to think critically about PR situations, it captures the liveliness, vitality, and relevance of a field that is built on the important personal relationships, judgmental skills, and online knowledge that will dominate the 21st Century. The focus throughout is on the ethical challenges, the "how to" counsel, and the public relations conundrums that PR practitioners face everyday on the job. Features extensive internet applications; cases; "Over the Top" interviews with prominent practitioners and with CEOs of companies under seige; and "Question of Ethics" boxes.Focuses on five key areas: Evolution (What Is Public relations; History of Public Relations); Validation (Public Opinion; Ethics; Research; The Law); Activation (Communication; Management; Crisis Management; IMC); Execution (Public Relations Writing; Writing for Eye/Ear; Internet); Publics (Print Media; Electronic Media; Employees; Consumers/Investors; Multicultural/International Communities; Government; Future). ... Read more

Reviews (8)

Better works available
Having compared the two for a public relations class (at some expense to myself) I would say that the Ault book is better. I would not totally discount the Practice of Public Relations, but the book is anecdotal and tends to lack substance.

Practice of Public Relations (8th Edition)
I have never enjoyed a textbook this much! It is timely, interesting and provocative.

Seitel Succeeds
Practice of Public Relations is laden with strengths. While it covers public relations in a variety of disciplines, such as multicultural, and it covers a variety of case studies, such as the infamous Exxon Valdez disaster, its sheer strength lies in its writing style. Seitel's style is quite distinct from many other texts, whose writers preach the importance of writing, but fail to practice it. Similar to Michael Levine's Guerrilla PR: Wired, Seitel understands that a message will have less impact if the message is difficult to comprehend. Both Levine and Seitel make a welcome effort to rely on a friendly, warm, and inviting writing style, one that engages the reader.

Practice of Public Relations strives to keep up with an ever-changing public relations landscape. While releases retain their importance, it is equally important to consider video. Similarly, the target public may not be any one demographic, but a multicultural one, each with its own concerns, preferences, gatekeepers, and trusted sources of information. Also, the book takes into consideration the synergy of integrated marketing communication. Public relations does not operate in a vaccuum, and Practice of Public Relations takes that into consideration.

Above all else, the book lives up to its title, explaining the practice of public relations rather than being a lengthy tome on the theory behind the practice.

One of the finest PR texts available
I've recently attended Mr. Seitel's PR workshop. A truly excellent and insightful lecture about the truths of PR: how to obtain professional, real results without the BS.

Follow his advice and you will truly be successful in either a corporate or agency environment

Interesting Book for Everyone in Work Environment
This book is of unvaluable for anyone wishing to be a successful PR manager or executive. It is, moreover, very interesting for writers, journalists, managers, lawyer to read it. Indeed, it is for me the bible of PR for its being comprehensive, informative, full of related cases and examples, and most important, readable. The last chapters dealing with the Internet and IT role in PR seem the most important part of the book. I recommend that everyone take a journey in that book ... Read more

Book Description

Aeron Davis is the first to offer a general overview of the rise and impact of professional public relations in Britain, stepping beyond the status quo of 'spin doctors' and elections by also exploring the public relations activities of the corporate sector, the City, pressure groups, and the trade union movement. Davis explores the question: to what extent are journalists and decision-makers being affected and who stands to benefit most in the new era of public relations democracy?
... Read more

Book Description

In an economy where efficiency and delivery are key, Software Product Management Essentials is required reading for any software product manager. Software Product Management Essentials is a hands-on guide to help new product managers sift through the numerous tasks and responsibilities involved in this pinnacle job. The book is loaded with tips and example best practices to help even experienced product managers optimize their time and effectiveness. The book focuses on the unique challenges of being a Product Manager in a small to mid-sized software company. It provides a framework for the role of the Product Manager in an environment where there are few resources available to help in tackling the many things needed for a quality, on-time delivery of software. Whether you are already a Product Manager or considering a new career in product management, Software Product Management Essentials details a day-in-the-life experience of a PM with both the glory and challenges one faces in this role. Engineers, marketing personnel, quality assurance teams, technical writers, and anyone involved in the product delivery process will find this book extremely useful right away in optimizing the day-to-day interactions across a smaller software organization.

Emphasizing that code is only part of the overall software product, Software Product Management Essentials stresses the importance of championing a product. Critical topics covered in the book include the product delivery process, beta testing, launching a software product, and software pricing. An entire chapter is dedicated to the issues of expanding the business internationally and the issues a Product Manager must consider before and during expansion. Numerous templates are provided to fast track the Product Manager's work including a sample non-disclosure agreement, product delivery checklist, and beta test agreement and summary. ... Read more

Reviews (13)

Excellent resource
I recently read this book and unlike me normally, I felt it warranted my time to post a review and thank the author for making an otherwise uninspiring topic so easy and enjoyable of a read. I was recently promoted to product manager at my software company and had no idea where to start. Dver's book has given me excellent tips and templates to use and prepared me so I can hit the ground running. I almost wish I had read this book before when I was an engineer because it would have given me a better understanding of the overall process of product delivery and it would have helped me and my organization to better support the efforts of our product manager at the time.

I think that this book has been invaluable to me in my role and I will refer to it often. Most product management and marketing books I have seen are too high level where they discuss thoery but not practical ideas on what to do. Other books get too deep in areas that a product manager needs not be the expert but rather a participant. I appreciated the brevity of the overall book and found it also to be quite specific and descriptive where it needed to be. I think anyone who is a product manager can appreciate how valuable time is in trying to juggle the many aspects of a product - Dver understands this and it is reflected in the book and its writing.

Lastly, I also think that Dver captures well the fact that software is a very different product to manage and draws out these differences in each chapter's topic. I had read other product management and marketing books and they never seem to get that software is quite different and therefore needs to be managed differently. I also enjoyed having a reality check of smaller companies and what is done versus larger ones where they can afford to apply more resources and time towards marketing and sales. This book gave me a lot of excellent ideas on how to manage my product in a low-budget, resource-starved environment. That in itself is worth the price of the book.

You have to read this book!
Excellent book. As an experienced product manager at a small software company, I found this book very practical and a great resource. The author gives great advice and tips that I haven't had time to consider. The book is very easy to read and it is quite evident that the author is an expert in product management.

No fluff, just straight help for the SW PM
I really appreciated the terseness and honesty this book presented. It does not have any fluff and does not make any bones about its strong focus on small and mid-sized software companies, noting that bigger companies have different needs and many other books cover that space. I didn't expect this book to go deep into any one topic simply becuase it clearly is pitched as a comprehensive overview of the roles and responsibilities of SW PMs. However, I was pleasantly suprised when I found that despite its short and easy read, Dver did dig into the details of several key topics such as product requirements, development processes, and cross-functional team management. While I have read many other books on product management, this one really kept close to the goal of giving me a number of very precise things I can do to be a better product manager - including providing actual templates such as an NDA and beta agreement. The price of the was easily book justified by those templates alone.

I plan on taking the Product Management Certification test soon and I agree with AIPMM that this book should be a part of every software product manager's collection. Unlike other generic product management books, it really gets to heart of software management within smaller, entreprenurial businesses.

Very thin on material
Dont waste your money on this one. As someone pointed out , it should be titled 'Software Product Management Topics'. Instead i found 'Product Managers Handbook' more detailed and relevant.

Product management commentary with the depth of a brochure
Key word here is "essentials" since it never gets past commentary that is just trivial. The best part of the book is the suggested readings and resources that I should had bought instead of this brochure. ... Read more

Book Description

How can you turn an English department into a revenue center? How do you grade students if they are �customers� you must please? How do you keep industry from dictating a university�s research agenda? What happens when the life of the mind meets the bottom line? Wry and insightful, Shakespeare, Einstein, and the Bottom Line takes us on a cross-country tour of the most powerful trend in academic life today�the rise of business values and the belief that efficiency, immediate practical usefulness, and marketplace triumph are the best measures of a university�s success. With a shrewd eye for the telling example, David Kirp relates stories of marketing incursions into places as diverse as New York University�s philosophy department and the University of Virginia�s business school, the high-minded University of Chicago and for-profit DeVry University. He describes how universities �brand� themselves for greater appeal in the competition for top students; how academic superstars are wooed at outsized salaries to boost an institution�s visibility and prestige; how taxpayer-supported academic research gets turned into profitable patents and ideas get sold to the highest bidder; and how the liberal arts shrink under the pressure to be self-supporting.Far from doctrinaire, Kirp believes there�s a place for the market�but the market must be kept in its place. While skewering Philistinism, he admires the entrepreneurial energy that has invigorated academe�s dreary precincts. And finally, he issues a challenge to those who decry the ascent of market values: given the plight of higher education, what is the alternative? ... Read more

Reviews (11)

Excellent analysis on higher education
This is an excellent analysis of the current state of affairs in higher education.The book includes 14 chapters including the conclusion.Each chapter can be read independently, as they follow the famed Harvard case study method.Each chapter describes a unique issue impacting higher education.Some of these interesting issues include: a) the advent and so far failing of online higher education; b) the success of for profit publicly traded university companies; c) the new sources of funds for universities, including copyrights and patents; d) the ongoing restructuring of undergraduate core curriculum to please the students and private industry; e) the shrinking government subsidization of public universities and their resulting de facto privatization; f) the compromising of the independence of university research when financed by the private sector; and f) various attempts to revive the liberal arts discipline within an increasingly profit driven higher education culture.

Throughout these issues, the authors covers recurring themes.These include the many conflict of interest between: a) intellectual culture and profits; b) professors' research activities and undergraduate teaching; c) practical job oriented education and liberal arts.

Some of these fascinating themes beg the questions of what is knowledge? What is culture? Even what is critical thinking?During the Renaissance the answer to such questions would include being fluent in both Latin and Greek in addition to a couple of vernacular languages.It also entailed having an extremely developed art appreciation supported by demonstrated artistic capabilities.A broad and deep understanding of most aspects of science was also important.Thus, in comparison to this ideal Renaissance Mind model, we are really all a bunch of illiterates no matter how well educated we are.

The author finishes the book by asking what will be the Latin and Greek disciplines of tomorrow.What he means by that is what will be the dying intellectual disciplines that will not survive our practical and profit driven culture.He ventures to offer some candidates for the intellectual cemetery, including: English literature, pure mathematics, foreign languages, maybe sociology and other liberal arts disciplines.He mentions these with much sadness.He does not want it to happen.But, he suggests that the painting may be on the wall.

The bright side of the coin is that higher education has never been so alive.Universities attempt a cocktail of different strategies to survive and thrive.Also, a bunch of smart institutions are attacking the higher education monopoly from all sides.Students of all ages never had so many opportunities to acquire higher learning in so many different ways.None of us does speak Latin and Greek anymore.But, we all have infinite opportunities to keep on learning throughout our lives be it a certification in C++ programming, or a business or law degree from specialized institutions.Also, online education is bound to make a come back and compound learning opportunities for all of us.What's wrong with all that?Not much really.

Thus, there is a lot of food for thought in this book.You will never think of higher education quite the same way after reading it.

One Student's Opinion
This book was an interesting case study review of financial forces that are shaping our universities.While reading I found myself contemplating questions such as "Can schools preserve their heritage of `the disciplines of the mind' while adapting to the competitive pressures of the new millennium?"Kirp has thoroughly investigated the problems and opportunities facing the funding and the recruiting practices of universities today. It was fascinating to learn how courageous and creative leaders were able to turn their institutions around.I would recommend this book to individuals who make decisions regarding the funding and on-going solvency of institutions of higher learning.

The crumbling wall between the university and the market
David Kirp does a superlative job of illustrating the many ways in which universities, indeed all types of higher and further education, are being increasingly exposed to market forces.By the judicious use of case studies based upon educational institutions as diverse as Dickinson College, the University of Chicago, the University of California Berkeley, MIT, the Open University and DeVry University, he shows how the embrace of the market has led some universities astray, some to prosper enormously, and at least one to prosper by giving its "product" away.

Kirp generally provides a balanced view of his subject, although it is evident that he is very concerned about the injury to the "academic commons" to which market forces can lead.In this respect he recognizes the ongoing phenomenon, describes it well and leaves it to his readers to devise an appropriate response.

The book is clearly and engagingly written, and nicely complements Derek Bok's _Universities in the Marketplace_ (2003), which takes a narrower view of the diversity of higher educational institutions while also considering a broader set of functional aspects of the university, for example, athletics.Together Kirp and Bok have left this reader impressed by the power and persistence of market forces and keenly aware that something very valuable will be lost if they dominate higher education completely.

Insightful
David Kirp's analysis is an insightful discussion of thechallenges facing American higher education in the 21st century.His case studies are for the most part interesting and informative.His bottom line is that the old "ivory tower" face of the university (and college) is becoming a thing of the past as financial pressures, skyrocketing tuition, and the pressure to maintain student enrollments is fundamentally changing the face of higher education. Kirp appreciates that business-based marketing is essential to maintaining the solvency of most of America's colleges, yet he rightly laments what happens when marketing overshadows the grand purposes for which the university exists.For those in higher education this is auseful book, although toward the book's end the case studies become a bit repetitive.Also, Kirp's right-minded discussion about the dangers of a purely market-driven higher education ignores an equally dangerous and more insidious threat to the noble purposes of higher education; namely, political correctness.

An Insider's view
I'm the President of GGU and have been in higher ed. since 1968... This is the best volume on the challanges and strategies of our industry I have ever read - for me, facing a competitive environment, technical change and the need to focus on mission, thisbook has been wonderful.The case studies have the feel of an insider's perspective. The authors comments point to the strategic and organizational dilemmas that colleges and university adminstrators face everyday. ... Read more

Book Description

Never Be Boring Again is unlike any other book on speaking skills. It teaches a breakthrough method that can help you make dynamic business presentations in front of any audience, anytime, anywhere.

A powerful story - well told - is your secret to connecting with clients, colleagues and customers. With Doug Stevenson's Story Theater Method, you can become a "magnetic" speaker with the power to attract and hold any audience's attention.

You'll learn how to: use strategically chosen stories to sell your idea or product; use a nine step formula for crafting compelling stories; get your point across to insure maximum "buy in;" brand your message with a "Phrase That Pays;" incorporate humor so people laugh while they learn; get out of your own way and "Stand in Your Power;" and make dull and dry technical information come alive.

Whether you are speaking to five or five thousand, these easy-to-understand-and-apply techniques will immediately enhance your professional credibility. Are you ready to be more motivating, memorable and magnetic? ... Read more

Reviews (13)

Outstanding!!! Breakthrough guidance for speakers.
Doug Stevenson's book is superb! As a keynote speaker and author of the Amazon bestseller "How Great Decisions Get Made," I've read many books and listened to dozens of tapes. This is the best. Doug guides you through the steps that will take your speaking to a higher level. If you want to experience putting his guidance into action, be sure to sign up for his Story Theater Workshop. I read the book, attended the workshop, and now I'm conveying my message much more powerfully.

Written by the creator of the "Story Theater Method"
Never Be Boring Again is a solid, 352-page guide to spicing up business presentations in such a manner so as to fully captivate attention, inspire and motivate action, and bring about tangible, practical results. Expertly written by the creator of the "Story Theater Method", speech writer, and presentation consultant Doug Stevenson, Never Be Boring Again focuses on stories as power for getting and keeping the audience's full attention, peppered with tips, tricks, and techniques to keep 'em coming back for more. If you are charged with speaking in public, then Doug Stevenson's Never Be Boring Again is enthusiastically recommended reading for you!

Power-Up Your Presentations
People love stories. That's why the 'Chicken Soup for the Soul' books are so popular. But even better than reading a great story is the experience of seeing and hearing a story performed by a skilled story teller.

Doug Stevenson knows how to make a story come to life, and in 'Never Be Boring Again,' he shows you how you can do it, too. He makes the process (almost!) painless, even if you are not a natural story teller.

This is not a book about how to give a speech. It is a detailed how-to about making powerful connections with your audience through vivid and engaging stories. And it's not just 'rah-rah.' Doug walks you through the nine steps of story structure to help you craft stories that will engage listeners and get your point across. He shows how to incorporate The Phrase That Pays-a message that your listeners will remember and take with them. Then, Doug helps you use your body, voice and emotions to deliver a presentation that will hold the attention of any audience.

If you have ever watched a gifted speaker hold an audience in the palm of his hand, and wanted to know how you could do that, too, this is the book you have been waiting for. Don't wait any longer. Put Doug Stevenson's powerful Story Theater Method to work for you.

Cathy Stucker
Author, Speaker and Consultant

Highly Recommended
Doug Stevenson's book "Never Be Boring Again" makes a pretty bold claim. One thing that I learned in my childhood is if you are going to make a bold claim you had better be able to back it up because someone will call you on it. Then again you can get away with making a claim like that when you can back it up and Doug Stevenson does exactly that. If you've done much public speaking at all you know that it is easy to tell if you have an audience eating out of your hand or if you are losing them. The problem is finding a way to consistently keep your audience interested.

This is the same problem that has been around forever in the theater industry. How do you get your audience involved in the story? Well, actually that is the answer. People get involved in stories. Lists of numbers are useless unless they can be converted to an illustration that points out their effect. Using his "Story Theater Method" as the base on which to build, Stevenson takes the reader on a trip into the world of preparing powerful, effective presentations that lead people to action. Stories involve the audience and once it is involved the audience will pay attention. When the audience pays attention they remember the phrases you use and your "phrase that pays" has the effect you desire.

I had the opportunity over the last few weeks to try a presentation to various groups. So, I tried to redo part of it using the techniques in the book. The bottom line was that a great deal more of the people remembered much more of the presentation in the group where the techniques were used. They also asked more and better questions because they had been listening throughout the presentation.

"Never Be Boring Again" deserves the highest recommendation that I can give and should be required reading for anyone who is not a hermit because we are always speaking to an audience, even if it is just one person.

Awesome book . . . Just what I needed to make my story work!
This book gots me going in the right direction from the very beginning. It not only describes what to do, it showed me how to do it to make my presentation better. The clear and concise descriptions, through the use of examples and stories, made it easy to relate to. The book provided the steps needed for me to develop and craft my story. Then I learned how to make it come alive. The book is an excellent teaching tool for those of us who love a "show me how" book. It's easier for me to make the connection with my audience now that I understand how to do it. The added value I received of developing a powerful presentation was well worth the investment of time to read it. ... Read more

Book Description

When it comes to marketing, nothing beats good word of mouth. But how do you get your customers talking? This friendly guide shows you step-by-step how to create and implement an effective public relations strategy for pennies on the dollar compared to the cost of advertising. Public Relations Kit For Dummies gives you all the tools you need to spread the word about your product or service, without a PR agency. All it takes is effort and the straightforward guidelines you’ll find in this helpful guide.

If you’re a small business owner or manager or an entrepreneur, good PR will give you an advantage over your competition. If you’re a corporate manager or executive, you need an effective public relations program to communicate with your target market without increasing ad spending. In Public Relations Kit For Dummies, you’ll discover how to:

• Map a winning PR strategy
• Grab attention with press releases, interviews, and events
• Cultivate good media relations
• Get print, TV, radio, and Internet coverage
• Manage crises

This book is packed with successful ideas, techniques, and campaigns that really worked – and you can customize them to fit your clientele, product, or service. This friendly guide shows you how PR works, how to brainstorm for creative ideas, how to deliver your message to the media, and how to create buzz. And there’s more:

• Developing and stick to a budget
• Building an in-house PR department
• Specific PR tactics like contests, surveys, and tie-ins
• Company newsletters
• Writing query letters and pitch letters
• Handling yourself in interviews
• Turning bad press into good publicity
• Developing a contact list
• Specific strategies for radio, TV, newspapers, and new media
• Handling crises
• Measuring PR results

The book also includes a CD-ROM full of helpful PR forms, checklists, and templates; lists of resources like PR firms and media outlets; and software programs that makes PR simple. If you want people to notice your product or service, Public Relations Kit For Dummies is the only resource you need. ... Read more

Reviews (33)

Public Relations Kit For Dummies
I will be shaking up my entire marketing department as a result of the insights this book gave me. Finally a pr book written for those of us not practicing pr for a living. I bought this book strictly from the reviews here on Amazon and I see some poor ones that have been added since I bought and read the book. Hopefully low intellect is not contageous!

Public Relations Kit for Dummies
This book is sheer genius, it has indeed helped me in my everyday PR job.

My ideas (actually the books ideas) have blown my co-workers along with senior staff away !

This is a "must-read" for all learning & practicing Public Relations Tactic !

It Cracks Me Up....
that people review this book as if it were supposed to be MORE than something for dummies. Some people call it boring or limited, or whatever. Hello! The title says it's for DUMMIES. It's what gives us permission to look for a book that starts with the basics! And it's got all that and more.

This book is probably not a bad pick
for someone hiring a PR firm or a small-business owner looking to do it themselves on the cheap. It is quite thorough and well organized. The authors make excellent and abundant use of examples. Good job!

It Could Be Better
I bought this book because of the great reviews I read about it and with the hope that it will give me some realistic and clear-cut advice on how to practise PR and what exactly PR is all about. Despite the fact that this book provides a very easy reading with real-life examples (limited to the authors company), there is a lot of simplicity and repetition to the extend that the reader may skip entire sentenses in order to spare himself the trouble of reading the same stuff again. Furthermore, the information given is neither new nor enlightening for any reader who has some basic Business Administration knowledge. I enjoyed very much a couple of the author's tips and examples but other than that I would recommend this book only to true beginners, i.e. college students or people from totally irrelevant disciplines (e.g. architects). ... Read more

Reviews (2)

Needs the companion book, then 5+ stars
Guth and Marsh know what they are talking about when it comes to PR. If you are in the business or thinking about it, get this book. For excellent, clear examples, get Marsh's 'quick and not dirty guide'.

Pretty good intro to PR book
I am minoring in Public Relations and this was the required book for the class. It is pretty straight forward and easy to understand. The layout is great and has been easy to follow.

One thing that this book could really use are examples. They only talk about PR plans and news releases, they don't show you what one looks like or how to get started. For those who haven't seen a news release, writing one can been a challenge. A PR plan is almost impossible without at least seeing an example first.

However, for just the basics this is a good book. ... Read more

Book Description

Now fully updated to reflect the current realities of the public relations field (including the emerging importance of graphic design and the use of the Web), this revision of Newsom and Carrell's practical text covers all aspects of public relations writing. The book offers the practical approach one would expect to find in a trade book, but uses the principles and theories of public relations to give students what they need to write with understanding and purpose. Part One provides the background for all public relations writing tasks by explaining how this kind of writing is unique and by exploring the legal and ethical obligations. Part Two is the writing principle section, which covers both style and techniques. Part Three begins with basic public relations writing assignments that students are likely to be exposed to early in their jobs: letters, e-mail, memos, and eventually reports and proposals, backgrounders and position papers. Part Four covers writing for mass media. Part Five covers the more complex public relations writingincluding media kits, newsletters, brochures, magazines, annual reports, and crisis communication. ... Read more

Reviews (1)

good book
As a Public Relations student, I found this book to be extremely helpful. It demonstrates the proper way to write so that you can lear effective style and techinque. I have found that this book, along with Guerilla PR Wired by Michael Levine, create the foundation for my studies. ... Read more

Book Description

Written by two of the most respected and honored individuals in the field, this definitive casebook of actual real-life public relations situations serves as a reference and guidebook for helping public relations professionals apply effective, cutting-edge public relations theories, principles, and practices to a wide variety of situations --involving all types and sizes of organizations.Features actual, real-life cases on each aspect of public relations --employee relations, media relations, community relations, issues, crises, investor relations, consumer relations and ethics. Some cases end favorable for the organization involved, some end in failure, and others are unresolved. Provides comprehensive introductions to each series of cases. Stresses the importance and necessity of combining all public relations actions with both personal and professional ethics in behavior -- as outlined by the Declaration of Principles of PRSA's Code of Ethics. For any practicing public relations professional. ... Read more

Reviews (3)

the real world
This book should be required for everyone even thinking about entering the field of public relations. The case studies give a very real view of how public relations are in the real world. Michael Levine's Guerrilla PR Wired is also another book that gives a real-life accurate view of PR. I would recommend in particular his Magoo Theory of public realtions.
Public Relations Practices has clear intelligent writing that talks to the reader without talking down to them

Real World Public Relations
If ever a book was written that applied the concepts, theories, and functions of public relations to actual real-life senarios, this is the one. In their Public Relations Practices, Center and Jackson breathed life into theoretical public relations, bringing it into "the real world" with cases in several areas of public relations--media relations, consumer relations, employee relations, investor relations, community relations, crisis management, public and private issues, interests, & concerns, and most importantly, standards, values, & ethics. Two probable prerequisites to this book would be a book on the basic principles and practices of PR and a book on PR campaign strategies. Public Relations Practices is the door through which the reader is invited to enter "the real world" of PR. Anyone, from the student of public relations to the working practitioner with decades of experience, can greatly benefit from the information contained within this text.

The best PR text I have ever read
I read this book in a college public relations class. Now, as an account executive in a public relations firm, I still find it invaluable. This text places special emphasis on the evaluation of public relations, and thus it is a credit to our field. I can't recommend it highly enough. Once you have read some introductory book on PR principles, this is required reading. ... Read more

Book Description

In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions.

Aaker offers readers step-by-step advice on what to do when confronting scenarios such as the following:

• Brands are underleveraged

• The business strategy is at risk because of inadequate brand platforms

• The business faces a relevance threat caused by emerging subcategories

• The firm's brands are tired and bland

• Strategy is paralyzed by a lack of priority among the brands

• Brands are cluttered and confusing to both customers and employees

• The firm needs to move into the super-premium or value arenas to create margin or sales volume

• Margin pressures require points of differentiation

Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders. ... Read more

Reviews (4)

Manage your brand portfolio better
David A. Aaker's new book is another great piece on branding from the distinguished author of several classics within brand strategy. The book provides in-depth knowledge about portfolio management and inspires readers to reach further in their own corporations. Guidelines and best practices in one single place. Aaker's book is a must for all brand marketeers.

David Aaker is brilliant
After reading about this book in Investor's Business Daily, The New York Times, and the Financial Times, I just had to see what everybody was raving about. I've concluded that David Aaker is a genuis.

Not As Good As Aaker's Previous (or First) books on Branding
The book is overly filled with newly-invented jargons such as Brand Differentiator, Brand Relevance, Range Brand, Sub-brand with Brand Differentiator, which can make readers overwhelmed with decoding the content.

A responsible writer on Branding should help readers simplify the complex and make it easy for them to know the true picture of branding.

This book is not entirely new. About 20% of the content(I would say more than the author admitted in the Preface) is based on Aaker's old books like Brand Equity, Building Brand Identity, and Brand Leadership. Examples are predictable and have been used before in his old books, mostly including Intel, Marriott, and the like. The cases drawn for this book can be very biased since Intel, Sony, Microsoft, Dove and so forth are world-class,big budget brands. Of course they have the know-how and abundant resources to build successful brands. Aaker should quote some medium or low budget brand cases that turn themselves into successful brands.

As a Vice-Chairman of Prophet, a brand consultancy, readers may worry about Aaker's (not just a Brand/Marketing Professor from Berkeley now!) objectivity in examples selections as well.

Besides, the Clients that Prophet serve are mostly not the world-class brands(except just one or two, like Adidas). This may reduce the credibility of Aaker as a branding expert in the first place since he wrote about the world-class brands, not really building the world-class brands himself or with his colleagues.

There is a tendency for authors to rush out new books these days. In fact, quality does count. For authors who have been preaching the importance of good quality in the branding process, they should walk the talk themselves!

Aaker's Greatest Achievement Thus Far
Aaker has earned and deserves his renown as an expert on branding. Perhaps you have read one or more of his previous books: Managing Brand Equity (1991), Building Strong Brands (1995), Developing Business Strategies (1998), Brand Leadership (with Eric Joachimsthaler, 2000), and Strategic Market Management (2001). In my opinion Brand Portfolio Strategy is Aaaker's most important work thus far. One of the most popular recent buzz words is "portfolio" which, insofar as strategy is concerned, is best understood in terms of diversity which creates or allows for options and opportunities otherwise unavailable. According to Aaker, the brand portfolio strategy "provides the structure and discipline needed to have successful business strategy. A brand portfolio strategy which is confused and incoherent can handicap and sometimes doom a business strategy. One that fosters organizational and market strategies, creates relevant. differentiated and energized brand assets, and leverage es those brand assets, on the other hand, will. support and enable business strategy." The brand portfolio strategy which Aaker advocates, therefore, creates relevance, differentiation, energy, leverage, and clarity.

There is a diagram inside the front and back covers of this book which illustrates precisely what such a strategy involves, and, what the various relationships are between and among its various components. (As I read this book, I found it helpful to refer back to the diagram occasionally as I would to a map throughout a journey. The same diagram also appears on page 17.) I appreciate the fact that Aaker illustrates each of his core concepts by examining various corporations' successes and failures with a brand portfolio strategy, notably Intel, Disney, Microsoft, Citigroup, SONY, Dove, GE Appliances, Dell, and Unilever.

After having read the previous sentence, decision-makers in small-to-midsize companies may conclude that the brand portfolio strategy offers little (if any) value to them. That would be a mistake and I apologize if I inadvertently encourage anyone to reach that conclusion. Aaker's quotation of a remark by Frank Lloyd Wright seems (to me) relevant both to the brand portfolio and to almost every organization, regardless of size of nature: "Always design [or redesign] a thing by considering it in its next larger context -- a chair in a room, a room in a house, a house in an environment, and environment in a city plan." That is as true for a family-owned automotive repair shop as it is for General Motors.

One of this book's several value-added benefits consists of dozens of quotations such as Wright's which provide Aaker's narrative with tasty seasoning while helping him to clarify his key points. Here are some other quotations which I especially appreciate:

"Beware of all enterprises which require new clothes." Henry David Thoreau

"Plans are nothing, planning is everything." Dwight Eisenhower

(Eisenhower's observation reminded me of a Hebrew aphorism: "Man plans and then God howls with laughter.")

"The best way to predict the future is to invent it." Alan Kay

"You do not merely want to be considered just the best of the best. You want to be considered the only one who does what you do." Jerry Garcia

Whatever their size and nature may be, all organizations really do need to position themselves so as to be perceived in the marketplace as having relevance, differentiation, energy, leverage, and clarity. In this brilliant book, Aaker explains HOW to accomplish that. Those who share my high regard for this book are urged to check out Harvard Business Review on Brand Management, Kaplan and Norton's The Strategy-Focused Organization, Godin's The Purple Cow, Finzel's Change Is Like a Slinky. ... Read more

Reviews (6)

They Don't Call It A HandBook For Nothing!
This book explains public relations from the ground floor. It is informative, accurate, and inspirational. I learned so much about positioning my business in the market - among many other things I did not consider necessary before I read this book. I am obsessed with public relations these days, and I cannot get enough to read! I also liked Michael Levine's Guerrilla PR Wired because of the Internet content - absolutely crucial to understand in today's business world.

A excellent PR working Tool.
This isent a book you should read and throw in the book shelf; It should be used as a desk tool on a daily basis because it gives excellent pointers on how a PR PRO should write.
The examples given by Meery Aronson and Don Spetner are very close to the real thing.
This book will give you the know-how on writing in the PR Business.

The Public Relations Writer's Handbook
This book should be a desktop essential for every public relations writer. It is a manual for all aspects of writing in this field, from news releases to brochures to speech writing to obituaries. This all-encompassing handbook provides step-by-step instructions for the different types of public relations writing and applies them to real-life examples and hypothetical situations. As an aspiring public relations writer, I found this book to be quite effective. It breaks down each type of document and walks the reader through the process. It gives the reader a sense of priority-importance, chronology within the text, what to always include and things to avoid. The writers' explanations are understandable, and the concepts are easy to grasp. There is no question that the most vital factor in a news release is newsworthiness: "If your release is to be read and considered for coverage, it must offer a newsworthy story, stated clearly and simply, long on information and short on adjectives." The authors state their point clearly and simply, just as we should when we write our news releases. Although the descriptions and directions are thoroughly helpful, the examples are somewhat stale. Aronson and Spetner say that the purpose of the lead in a news release is to "grab the reader's attention and compel him to continue reading." The example they give, however, is anything but compelling. "Welch Foods has announced it will market a new selection of all-natural frozen juice concentrates that will be available to consumers in supermarkets this November. The new Welch's Orchard 100 percent Natural Frozen Concentrate products include three tangy flavors-Grape, Apple-Grape and Harvest Juice Blend." (Yawn) It is the pitch letter that often determines whether a reporter pursues a story. So, not only must the news release be newsworthy and informational, the pitch letter must be catchy in order to spark the reporter's curiosity. Aronson and Spetner suggest an initial phone call to the editor before pitching the letter in order to determine the correct angle to take in the letter. Speech writing can be one of the most difficult tasks in public relations. It is so important to understand the speaker's style, speaking rhythm, and voice pattern. It requires a good deal of research and many rough drafts. Aronson and Spetner have made speech writing easier by breaking down the process into ten steps. Having a guide facilitates the writing of a good speech. While it is always important to personalize each speech, following the guidelines can guarantee a well-rounded speech. This book, published in 1993, is already outdated when it comes to electronic media. The internet plays a large role in public relations today, and this book is missing the entire genre. Electronic mail is mentioned once, but discounts it as an effective way to send messages because of "the limited number of terminals with modems that are accessible in newsrooms and the inability to transmit photographs." It is amazing how far we've come in seven short years. As strictly a writing guide, this book is extremely useful. I checked it out from the library in order to write this review, and I am going to buy a copy to use as a guide in the future. The guidelines are clear and precise, and I learned a lot about correct format and presentation. Aronson and Spetner lacked originality and spunk in their examples, but personal writing style is something that will come with time and experience. I recommend this book to other aspiring public relations writers because, as Aronson and Spetner said, "good writing is always at the core of effective public relations."

A beginning desk reference
A quick overview of most tasks and common documents a P/R person would have to get involved with. A beginning desk reference, simply written, gives guidelines and some examples. A great book for those new to the field.

Outstanding. Very comprehensive.
Clearly written by two seasoned professionals, The Public Relations Writer's Handbook is an invaluable tool for entry-level PR people. The book covers virtually all areas of the business and walks the reader through the various writing land mines that await all public relations practitioners. You can trip and fall on your own or you can read the book and skip right through beginner's clutter. And the best part is that it's very affordable. ... Read more