Peer Review

Making It in Public Relations

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Overview:: This is a book on Google Scholar. The book covers the description and specifics for working in the Public Relations field. The book provides examples, real life stories, specific functions, and opportunities. This book is appropriate for any college business curriculum both for those interested in this field and those who in management will have to hire or contract for these services.
Type of Material:: Open Text
Recommended Uses:: Provide a background and history of PR. This could serve as foundational material/text for a PR course, and a background read for a unit covering PR in and Integrated Marketing Communications course.
Technical Requirements:: Any browser should work when accessing this textbook, the only drawback is that unlike most ebooks you cannot cut and paste the text into another document.
Identify Major Learning Goals:: A comprehensive overview of public relations, a description of options and opportunities within the field, and it provides information for preparing and conducting public relations campaigns. The book presents an overview of how public relations functions in the business environment, and the role that PR plays in society.
Target Student Population:: Undergraduate marketing, advertising, public relations and media studies students.
Prerequisite Knowledge or Skills:: A basic marketing background and business communication.

Rating:
Strengths:: This material is not only easy to read, it is well organized and comprehensive in explaining the different aspects and opportunities in the Public Relations field. The book provides concise definitions and examples. It is well-written, clean and free of errors.
Concerns:: This text is more than two decades old, and as such better provides a historical perspective, rather than true insights into public relations in this inter-connected, wired, social media-enhanced environment. The book was published in 1993 before the advent of strong Internet and Social Media options for public relations. This these topics are not covered.

Rating:
Strengths:: The organization of the material makes it easy to follow. The concepts are introduced, defined, explained, and illustrated with examples from actual public relations professionals. Later more information is provided in order to create a real depth of understanding for any person wishing to be in or relate to this field.
Concerns:: The publication date makes for an absence of certain new opportunities for public relations.

Rating:
Strengths:: The organization of material makes this resource excellent. As a text, it is well-written for the time and intended purpose.
Concerns:: Much of today's online and social media environment impacts PR, and this is clearly lacking in this text.

Other Issues and Comments:: The stories and information on successful people and firms in the Public Relations Industry really adds to the richness of information provided by the author Leonard Mogul
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