BOOK REVIEW: 'PR Without BS' is best for PR beginners

This book is best read by PR neophytes interested in working in corporate communications for small to midsize companies.

This book is best read by PR neophytes interested in working in corporate communications for small to midsize companies.

The author classically covers all the core trappings associated with building a PR program from the inside, albeit in a somewhat pedestrian, often clich?d manner.

Newbies will find extra value in the chapters covering PR planning, tactics, and measurement. The chapter on measurement will provide even the most seasoned PR pro with a simple but effective road map for determining ROI on PR programs.

But if you seek expert instruction on message development, crisis plans, and the like, this tome will disappoint you. In an almost too black-and-white way, it describes the "no, duh" precepts and tactics to achieve on-par PR.

Finally, the "BS" in the title makes no sense, given the book's content. The author spends virtually no time addressing some of the tough ethical situations facing PR pros on a regular basis.

Title PR Without BS: The Practical Handbook of Ethical Public Relations

Author Anna Fijewski

Publisher Fijewski Marcom Services (August 2004), 218 pages

Aaron Kwittken, president and COO, Euro RSCG Magnet

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