Customer Reviews

Public Relations: The Complete Guide

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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.

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."

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.

I am a professional PR and marketing man. I constantly strive to hone my skills by reading trade articles and books about the subject. If you hope to become adroit at marketing, you must do the same.

Public Relations: The Complete Guide is an excellent manual that will help you understand how PR works. It covers almost everything, from effective press kit drafting, to writing and releasing excellent press releases. But Joe Marconi doesn't stop there. He outlines good habits to develop in different PR situations; from product PR to damage control PR; from inner corporate relations PR to investor PR.

If you hope to use public relations in any way to market products, or to market yourself, Joe Marconi's Public Relations: The Complete Guide is a must have.

-Craig Nybo, author of [ ... ]

This book was very informative with an excellent format. Incredibly useful guide at the end of the book with examples of press releases and such. I would highly recommend it.