With the rise of integrated marketing communications (IMC) and the decline of paid media, the importance of public relations is on the upswing. Companies are realizing the benefit of speaking with Â"one voiceÂ" in both paid media and nonpaid efforts. And as media rates continue to rise though response rates fall Â- and potential buyers are less moved by what they view as Â"sales messagesÂ" - effective PR will only grow more vital. An excellent resource for professionals in every field, Public Relations: The Complete Guide provides a valuable hands-on reference for professionals ranging from midlevel marketing and sales managers to senior-level executives.
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Book Description
Editorial Reviews
Review
"I spent all of my adult life in what most people considered to be a highly successful career in public relations. Had I read Joe MarconiÂ's book, it would have been even more so. There is not a single facet of the huge area covered by the term public relations, which he has not examined and succinctly commented upon. It is a tour de force, a true PR bible and absolute must reading for anyone contemplating a public relations career as well as for executives in any field. Bravo!"
"Informative, spin-free, and right on target. Required reading for anyone who wants to design and implement a winning program."
"I am not sure that a more comprehensive and more comprehensible book about public relations has ever been written. If a person is simply curious about the PR business, this is the first book he or she should read. And for PR practitioners, it should be the foundation of their professional resource libraries. This is the new Â'BibleÂ' of public relations."
"In this step-by-step guide, Joe Marconi delineates how and why Public Relations is an integral ingredient in successful marketing campaigns. His comprehensive insights serve as invaluable information to the PR beginner and timely reminders to the seasoned professional. I wish IÂ'd had this book when I started my career over two decades ago."
"ItÂ's all here. Joe MarconiÂ's guide is an all-in-one book crammed with information on the what, why and how of public relations. It is an invaluable resource for everyone who practices PR from corporate managers to volunteers who want to bring positive attention to their organizations. The most comprehensive guide to PR ever written includes as a special added attraction a portfolio section, packed with real world samples of successful programs, words and pictures."
"Informative, spin-free, and right on target. Required reading for anyone who wants to design and implement a winning program."
"I am not sure that a more comprehensive and more comprehensible book about public relations has ever been written. If a person is simply curious about the PR business, this is the first book he or she should read. And for PR practitioners, it should be the foundation of their professional resource libraries. This is the new Â'BibleÂ' of public relations."
"In this step-by-step guide, Joe Marconi delineates how and why Public Relations is an integral ingredient in successful marketing campaigns. His comprehensive insights serve as invaluable information to the PR beginner and timely reminders to the seasoned professional. I wish IÂ'd had this book when I started my career over two decades ago."
"ItÂ's all here. Joe MarconiÂ's guide is an all-in-one book crammed with information on the what, why and how of public relations. It is an invaluable resource for everyone who practices PR from corporate managers to volunteers who want to bring positive attention to their organizations. The most comprehensive guide to PR ever written includes as a special added attraction a portfolio section, packed with real world samples of successful programs, words and pictures."
About the Author
Joe Marconi has been a senior marketing and management executive with several organizations and is the author of 11 books on Marketing and PR, including "The Complete Guide to Publicity", "The Brand Marketing Book" and "Crisis Marketing". He has also written numerous articles in both trade and academic publications and has been a speaker on various aspects of marketing and pr all over the world.
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Most Helpful Customer Reviews
12 of 13 people found the following review helpful:
4.0 out of 5 stars
Insightful!,
This review is from: Public Relations: The Complete Guide (Hardcover)
Public relations (PR) is a critical feature of any modern institution's marketing program. However, it is often not seriously considered as a legitimate part of corporate administration because it frequently focuses primarily on tactics - what to do, when and how - and rarely rises into guiding overall company strategy. Yet, if you want a practical guide that will show you how to create a media kit or develop a crisis management plan, Joe Marconi's book is for you. It delivers solidly at this general tactical level, where it is, indeed, a working guide. However, it does not transcend into more theoretical reaches. The book skimps on some more meaty, advanced areas such as the theory of public relations and how it fits into overall corporate strategy. The chapters also do not seem to be arranged in progressive order by subject. For example, chapters on speechwriting are sandwiched between those on crisis management and ethics. However, we find this book valuable for those who want an overview of PR's work-a-day aspects, including normal business tactics if not sophisticated corporate strategy. It also will help those who are not fully familiar with what PR can deliver to a modern institution in challenging times.
12 of 13 people found the following review helpful:
5.0 out of 5 stars
Great on the essentials...,
By
This review is from: Public Relations: The Complete Guide (Hardcover)
Cover to cover, this books is filled with great insight and useful information, especially for entrepreneurs and small business owners who cannot afford to hire agencies or PR consultants. That said, however, before entering the visibility fray, a few notes of caution: (1) Have a clear understanding of who you are and what you want people to know about you and your company; (2) Recognize the importance of evaluating how and where to get the right publicity for the right reasons; and (3) Remember that you only get one chance to make a first impression! (Reviewed by: Marion E. Gold, author of "The Personal Publicity Planner: A Guide to Marketing YOU" and "TOP COPS: Profiles of Women in Command."
7 of 8 people found the following review helpful:
1.0 out of 5 stars
Not Very Informative -- Much Better Books Out There,
By greentidebluesky (Minneapolis) - See all my reviews
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This review is from: Public Relations: The Complete Guide (Hardcover)
I bought this book after reading many of the great editorial reviews, quotes, and customer reviews. It sounded like a complete guide that would step up my public relations tactics. However, after reading the book I realize it was just good PR. If you've been in the PR business for even a short while, this text won't teach you much. It covers the basics, which is nice if you don't know them, but it's more suitable for an introductory course on public relations than anything else.
If you really want to learn a lot about public relations, I would recommend Complete Publicity Plans by Sandra Beckwith. It's nearly 1/3 the cost of this book, yet worth much more.
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