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Strategic Public Relations: 10 Principles to Harness the Power of PR Kindle Edition

4.6 out of 5 stars 20 customer reviews

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Length: 174 pages Word Wise: Enabled Enhanced Typesetting: Enabled

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Editorial Reviews

Review

"This quick read is definitely one to add to your bookcase. With its anecdotes and examples throughout, it provides not only an entertaining, but also an educated look at strategic PR." Excerpt from PRWeek - Guest review by Jeffrey Ory, Vice President, Deveney Communication (September 2009) --PRWeek

"The book is full of compelling examples and practical advice for any company looking to improve its standing with its community and customer base." - The Costco Connection (August 2009) --The Costco Connection

About the Author

Jennifer Gehrt and Colleen Moffitt, successful PR professionals in the Pacific Northwest's vibrant high-tech sector, have developed a deeply insightful, effective and cost-efficient methodology to help everyone from budding PR practitioners to seasoned business leaders. Combining their own tested and perfected best practices with savvy expertise from some of the most seasoned PR pros in the profession, Gehrt and Moffitt offer new insight into public relations and how to use this growing medium to your company's best advantage.

Product Details

  • File Size: 1458 KB
  • Print Length: 174 pages
  • Publisher: Bookbyte Digital (July 12, 2011)
  • Publication Date: July 12, 2011
  • Sold by: Amazon Digital Services LLC
  • Language: English
  • ASIN: B005CQBA0Q
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Enabled
  • Enhanced Typesetting: Enabled
  • Amazon Best Sellers Rank: #202,867 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Top Customer Reviews

Format: Hardcover Verified Purchase
In this brief and useful book, two successful public relations professionals set forth the lessons they have learned in leading the PR charge for major clients such as Microsoft, AOL, and Seattle Children's Hospital. Their advice is clear and well-stated, and it's backed up with dozens of examples of PR campaigns that worked and those that failed.

The chapter on building and nurturing relationships with reporters, for example, contains a great many useful nuggets and goes well beyond the cliché. The authors suggest that PR people read what reporters have written on various topics unrelated to their own clients' work and might occasionally drop the reporter a line to show they are interested in his or her work. They give very good advice on when and how to seek a correction of an inaccurate story. They correctly point out that while some corporate leaders do extraordinarily well in a media interview, others are not good spokespeople, and they give advice for dealing with both types.

Gehrt and Moffitt's chapter on measuring the return on investment from PR is the clearest such discussion that I have ever read. They don't just enumerate the various ways of measuring ROI; they also provide candid discussions of the strengths and weaknesses of each one. That's important because in my experience, each of the well-known methods has significant drawbacks, and the authors don't hesitate to explain what they are.

The authors also give a cool-headed assessment of the old question of when to bring PR in-house and when to rely on outside consultants. Again, this is one of the best and most straightforward discussions of this issue that I have read.
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Format: Hardcover
There are many, many books out there about PR. This one is different. Why? Because it successfully bridges the gap between "textbook" and "real-life" book. Gehrt and Moffit have drawn from their years of experience on both the corporate and agency sides of the PR business and breathed life into what could have otherwise been a dry overview of the PR profession.

Strategic Public Relations opens with an analogy. What if you built a windmill, but didn't connect it to a generator, never capturing the energy you were trying to harness and amplify in the first place? An effective way to waste your efforts, right? Similarly, this book convincingly asserts that if you don't address the root business needs before you implement PR strategies, you're really not doing you or the company you're working for/with any service. In other words, when you scatter-shoot PR for the sake of doing PR ("hey, we just want people to know about our products"), you aren't tied into the real needs of the business.

Ultimately, this book would make a fantastic textbook for any undergraduate or graduate level course in public relations or communications. But it's SO MUCH MORE. That's because Gehrt and Moffit did 3 things really well. First, they wrote with economy of words. The book is short at a mere 160 pages -- never easy when you're addressing a subject as meaty as PR. Second, all the fundamentals of PR are there, codified in 10 simple but nuanced, rich "principles." Third, you get to hear from dozens of PR pros, journalists, academics, broadcast media experts and others. In other words, what would otherwise have been a "dry read" is exactly the opposite. It's engaging and insightful. It's fun and quick.
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Format: Hardcover
If a professional trade book can provide the reader with four or five good nuggets of insight, then the book has delivered on its promise. If the book can be consumed during the average business flight, well, that's even better. By these measures, Strategic Public Relations: 10 Principles to Harness the Power of PR is a success.

Overview: Writing from their personal experiences and citing PR leaders who represent some of the world's most recognizable companies and brands, Jennifer Gehrt and Colleen Moffitt offer the essentials for successful public relations. Collectively, the ten truths cited (one chapter each) provide a case and a framework for strategic public relations. Each of the ten principles are load-bearing pillars of PR ("Selling PR to Key Stakeholders," "Know Your Target Audience" and "Craft a Compelling Story") and they are made fresh through the authors' liberal use of supporting case studies and case-study citations. Among the organizations documented are such prestige brands as Starbucks, Deloitte Services, Nike, Sony Online Entertainment and Linden Labs (Second Life), a "who's who" in the Pacific Northwest region where the authors' agency, Communique PR, is based.

Best Bet: Among the ten principles, one stood out as being particularly salient: "Sell PR To Key Stakeholders Within Your Company" provides a methodical approach for aligning the public relations mission within the organization. "Tips for obtaining buy-in" is a section within the chapter which shows how to develop consensus for your public relations program within your organization, whether your organization is large or small. This checklist alone is worth the price of the book.
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