The New PR Toolkit promises "a compelling preview of the present and future of PR and a practical roadmap" in light of the internet revolution. Unfortunately, like a car that's been out in the cold overnight, this book takes a long time to get started.
However, readers who endure the first section of the book (or skip it altogether since it covers statistics about web users that are superfluous and quickly dated) will find that the book delivers on its promise. The authors, who collectively have experience in advertising, PR, and journalism, provide many practical strategies for using the web to interact with and inform the media. Specifically, the chapters about monitoring brand communication online, using the internet for crisis management, and dealing with privacy issues are excellent.
Readers would be better served if Breakenridge and DeLoughry included more dos and don'ts, and a listing of helpful resources. But don't let these shortcomings or the sputtering start deter you - on the whole, The New PR Toolkit is a journey worth taking.
Title The New PR Toolkit: Strategies for Successful Media Relations
Authors Deirdre Breakenridge and Thomas J. DeLoughry
Publisher Prentice Hall, 240 pages
Reviewed by Bill Madway, president, Madway Business Marketing