BOOK REVIEW: 'Guide' offers PR pros good direction

"Write so your mother will understand it." That's the kind of no-nonsense advice you get in this handy paperback that provides sage PR rules and still manages to be a lively page-turner.

"Write so your mother will understand it." That's the kind of no-nonsense advice you get in this handy paperback that provides sage PR rules and still manages to be a lively page-turner.

Schenkler, a business communications professor, and Herrling, an agency executive, cover all the necessary how-tos - from press releases to crisis PR. What makes this book especially useful are the lists, templates, charts, and summaries. Topping a list of fundamental errors to avoid, and reflecting the book's direct style, is a reminder that lying to the press is like throwing blood into the shark tank. Given the seafaring analogies for each chapter title (e.g. "Batten Down the Hatches") and various references to sharks, bait, and so forth, one wonders if the authors would have preferred to be on the high seas rather than on a computer writing this book. No matter, this guide is on solid ground every step of the way. Title Guide to Media Relations Authors Irv Schenkler and Tony Herrling Publisher Pearson/Prentice Hall, 144 pages Reviewed by Jay Rubin, President of Rubin/Rubin Marketing Communications and an adjunct associate professor of communications at NYU

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