'Talespin' can help you avoid disaster

The title says it all.

The title says it all.

McCusker, a former PR consultant, provides a plethora of disaster stories. The case studies of corporate and organizational mishaps from around the world provide valuable insights on what to do - and what not to do - in a crisis. Each story is concluded with a "Lessons Learnt" summation that notes what went wrong and how it could have been avoided.

Though some of the PR problems presented begin to feel repetitive, the author's amusing writing style is enough to keep you moving along.

McCusker also discusses PR's own poor reputation, touting cliched lines about the irony of image experts unable to manage their own image. He also puts some blame on the media for how it spins a slip-up into a "disaster." Still, he thinks the industry should be more responsible for how it reacts to certain crises.

Ultimately, interviews with top PR figures and journalists who cover the field offer helpful insights into past PR blunders - and tips for avoiding future ones.

Title Talespin: Public Relations Disasters - The Inside Stories & The Lessons Learnt

Author Gerry McCusker

Publisher Kogan Page (October 2004), 327 pages

Reviewed by John Ucciferri

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