BOOK REVIEW: The place to begin for PR newcomers

If I just landed on Earth and wanted to learn what PR is, why it's important, and how to approach it, I'd read this book.

If I just landed on Earth and wanted to learn what PR is, why it's important, and how to approach it, I'd read this book.

It provides a thorough overview of how PR should be practiced and how it fits into a marketing plan.

Those most likely to benefit from this book are those without formal PR training. Senior managers who want to better understand the crucial link between PR and good management will also find this book useful.

Marconi, a seasoned marketing pro, breaks down PR basics in an easy-to-read, accessible book, offering helpful insights in a variety of key areas. The book also offers a portfolio containing good examples of PR writing.

This is a comprehensive guide to strategic planning and traditional tactics. Experienced pros won't find much that's new. Cutting-edge tactics like viral marketing aren't included, for example. But Marconi offers thorough and valuable insights in this very worthwhile resource.

Title Public Relations: The Complete Guide

Author Joe Marconi

Publisher Thomson Learning (June 2004), 392 pages

Reviewed by Lynn Appelbaum, chair, associate professor, Dept. of Media & Communication Arts, City College of New York

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