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

Jennifer Gehrt , Colleen Moffitt , Andrea Carlos
4.7 out of 5 stars  See all reviews (19 customer reviews)

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Book Description

"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."
— PRWeek (September 2009), Guest review by Jeffrey Ory, Vice President, Deveney Communication

"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)


STRATEGIC PUBLIC RELATIONS is a modern blueprint to build truly effective PR communications.

It's a fact: PR helps build successful businesses. Yet, with 24/7 news channels and an ever-increasing blur of Internet activity, the public relations landscape is radically changing. Strategic Public Relations offers practical principles as well as precise, useful pointers to help readers understand the morphing landscape and leverage contemporary PR to achieve maximum benefit.


ABOUT THE AUTHORS
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 buddy 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.


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 buddy 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: 1542 KB
  • Print Length: 197 pages
  • Page Numbers Source ISBN: 1436387256
  • Publisher: Bookbyte Digital (July 12, 2011)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B005CQBA0Q
  • Text-to-Speech: Enabled
  • X-Ray:
  • Lending: Enabled
  • Amazon Best Sellers Rank: #250,927 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
5 of 5 people found the following review helpful
4.0 out of 5 stars Very practical guide to modern PR September 30, 2009
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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3 of 3 people found the following review helpful
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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3 of 3 people found the following review helpful
5.0 out of 5 stars Public Relations Revealed May 22, 2009
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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Most Recent Customer Reviews
5.0 out of 5 stars Five Stars
.
Published 1 month ago by Cristie
4.0 out of 5 stars Strategic PR
Had to have this book for a college class. Has some valid points in it and is easy to read.
Published 5 months ago by TRACIE HARRELL
5.0 out of 5 stars Handy resource
A great tactical guide for basic PR principles. The book was especially helpful as a how-to for writing out a communications plan.
Published 10 months ago by Ice Cream Lover
3.0 out of 5 stars wasn't a good match for me
i may have simply picked the wrong PR book for me.

i was looking for a PR book that really gave some creative real-world examples of how a company used PR. Read more
Published on July 30, 2012 by bk
5.0 out of 5 stars A NJCE WAY TO GIVE A GIFT.
MY GRANDAUGHTER LAURA IS GOING TO GRADUATE IN PR. THAT'S WHY I CHOSED THIS BOOK TO GIVE HER AS A XSTMAS GIFT. SHE IS VERY BRIGHT AND SHE ENJOYED VERY MUCH WHEN RECEIVED IT.
Published on January 12, 2012 by Francisco P E P De Souza
4.0 out of 5 stars Strategic Public Relations
Good book with very practical advice and strategies. If you are in public relations, this is a good book to help you figure out your plan and strategy before starting.
Published on October 20, 2011 by TBirde
5.0 out of 5 stars A guide for all in Public Relations
This is a fabulous book for those already in the Public Relations business as well as students and others thinking about entering the profession. Read more
Published on February 9, 2011 by Imelda Dulcich
5.0 out of 5 stars Practical and useful
The best thing that I like about Strategic Public Relations is the passion of the authors for their job and this passion comes out in every page of the book: they really know what... Read more
Published on March 2, 2010 by Alistair Toffoli
4.0 out of 5 stars Current with a Practical and Realistic Approach
Moffit and Gehrt provide a solid set of PR principles for any executive or business manager to follow, in any size of business or industry. Read more
Published on January 10, 2010 by B. Hansford
5.0 out of 5 stars Finally, a book about strategy, not just tactics
I purchased my copy of "Strategic Public Relations" after I heard one of the authors (Ms. Gehrt) speak at a communications conference earlier this year. Read more
Published on August 21, 2009 by Roy Girasa
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