Dartnell’s Public Relations Handbook, 4th ed.

Citation

Breuer, S. (1999), "Dartnell’s Public Relations Handbook, 4th ed.", Journal of Consumer Marketing, Vol. 16 No. 1, pp. 97-99. https://doi.org/10.1108/jcm.1999.16.1.97.2

Although there are still some companies that do not understand public relations ‐ confusing it with advertising, for example ‐ today’s information‐driven marketplace is compelling even small businesses and start‐ups to employ PR as part of their communications strategy. While many firms defer to public relations professionals for delivery of a complete program ‐ from planning to clip analysis ‐ a wise consumer of PR services will become familiar with the heritage, principles, methods and benefits of the “art of influence” to be sure the company gets the most for its dollar.

For anyone seeking to grasp the essentials of public relations, a good place to start is Dartnell’s Public Relations Handbook. This text, now in its fourth edition, is an excellent primer and reference for business people who need to learn about public relations in general or to delve into some specific aspect of it, such as how to select a PR agency. It is broadly focused to provide guidance to many types of companies, including non‐profits, international firms and corporations that deal with legislators and government agencies.

In addition to an interesting overview by the editor on the history and mission of public relations, there are sections on specific tools, such as speech writing, contributed articles, media relations, crisis and internal (employee) communications, and investor relations. Of critical importance is the chapter on measurement, which has always been a sticking point for skeptics who are uncomfortable with PR’s “soft sell” and long for quantifiable results.

At first glance, the book is reminiscent of a high school English grammar. A small, thick tome lacking fancy graphics ‐ or even a CD‐ROM ‐ it seems a bit old fashioned. A reader’s initial impulse may be to check for coverage of the Internet, e‐mail and other technology to be sure the content is current. Rest assured that this edition has been updated with a discussion of the role of technology in PR as well as details about the latest tools of the trade, including computer‐based presentations, online media searches and Web sites that feature press information.

Dartnell’s Public Relations Handbook comprises of ten‐20‐page chapters that are contributed (with one or two exceptions) by principals of and advisors to the Dilenschneider Group, a Chicago PR agency. Each chapter is densely printed in compact type, which makes it appear somewhat formidable. However, thanks to a clear, straightforward style, the book is surprisingly easy to read.

The book’s strength lies in its solid, no‐nonsense approach that inspires confidence in the reader, whether PR novice or professional. The contributors obviously know their public relations specialties thoroughly, and offer a wealth of information and thoughtful advice based on experience. Most chapters provide practical tips as well as general philosophy, and may include a checklist, timeline or list of recommended reading. Some case studies are also included, and in fact, a few more would have been welcome as a way to break up the text.

Dartnell’s Public Relations Handbook covers the “bread and butter” underpinnings of PR, as well as subspecialties that not every program will encompass. To their credit, the writers do an excellent job in both areas. Two examples are the sections on media relations and investor relations.

As any PR person knows, effective media relations skills are difficult to master. Today, with the escalation of “noise” from new information sources such as e‐mail and Internet push technology, it is harder than ever to capture the attention of short‐tempered editors who are inundated with news releases and pitch letters. The book gives an excellent overview on the importance of media relations, insight into the needs, likes and dislikes of reporters and editors, and valuable pointers about the skills required to succeed. Following is a pertinent excerpt:

Every day the media receives cart loads of media releases. You have to make your release attract the attention of the person opening the envelope or taking it off the fax. You can ‘break through the clutter’ by analyzing your story and finding what in it would be most interesting to the media. That information should be used in the headline and the first sentence. Do not however, overstate the importance of the product or discovery. That will alienate you very quickly from the media. They hate overstatement, especially without credible documentation (p. 69).

The lengthy section on investor relations (IR) is actually two chapters in one: taking a company public with an initial public offering (IPO) and developing an ongoing program. It is crammed with guidance, timelines, checklists and charts, making it a valuable reference, especially in view of the many legal issues surrounding an IPO. Following is an excerpt from the first section that describes a road show, one of the key PR components of the IPO process:

… the road show is the linchpin of the marketing effort for the new [stock] issue. It offers an excellent opportunity for company management to establish relationships with future investors and investment advisors … The road show team, typically the CEO, CFO and the company’s investor relations professional, escorted by members of the underwriting group, travels on a tight schedule to key financial centers around the country (and possibly abroad) to breakfast, lunch and dinner engagements where the company’s “story” is presented. The goal is to build relationships, to “show and tell” the new issue and the company behind it, and to allow management a chance to demonstrate a dimension of talent and credibility beyond the prospectus … (p. 124).

Because this book is a basic text that presents a moderately detailed look at the entire public relations function, it would be of greatest value to readers without much prior knowledge, including entry‐level agency personnel and corporate communications staff, as well as business people who are planning to start an internal PR function or hire a PR firm. For the experienced professional, the book is useful as a resource, in particular for specialty areas such as public affairs that not all practitioners have worked in.

Dartnell’s Public Relations Handbook admirably fills the need for a comprehensive reference to assist members and clients of a rapidly changing profession. It is serious, carefully reasoned and a bit dull. One cannot help wishing for the occasional joke or humorous anecdote, a cartoon or two, or that CD‐ROM. Like any other career, PR carries its share of mistakes, funny stories and just plain silliness. In their zeal to emphasize the importance of professional public relations, the writers and editor should take more care to avoid portraying PR people as stuffed shirts.