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The Art and Craft of PR
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The Art and Craft of PR
Creating the Mindset and Skills to Succeed in Public Relations Today



July 2018 | 192 pages | SAGE Response

Winner of Bronze Medal, Axiom Business Book Award 2019

This book is built around the idea that PR as a communications discipline has no boundaries. It is the PR professional’s manual for creating that specific type of mindset and building the necessary skills to meet today’s communications challenges, which include mastery of the fundamentals, cultivating unbridled curiosity and creativity, the art of listening, and never losing sight of business objectives.

This book is a cornerstone for PR students and novices looking to break into the industry, and for junior and mid-level PR practitioners interested in learning new skills, which they can use to gain a creative edge on their competition.


 
Prologue
 
PR has no boundaries
 
The PR fundamentals
 
Think attraction, not promotion
 
Creativity
 
Don’t just listen; really hear and include
 
Words are our currency
 
Inspire to change behaviour
 
Why not? Embrace change
 
Never forget, it’s business
 
Perfection is overrated
 
What’s next for PR?
 
Messages from the masters
 
Resources
 
Epilogue
 
Notes and further reading
 
Acknowledgements

“This book does a wonderful job of defining what PR is in a changing environment. It is great for practitioners as well as young people. I can’t wait to give it to my granddaughter who is thinking about a PR career. In clear, inspiring language it explains what we do.”

Charlotte R Otto,
Former Global External Relations Officer, Procter & Gamble

“Sandra‘s book is a valuable reminder of the role of Public Relations and clarifies the opportunities ahead for the profession. Our ability to have conversations with people is greater than ever before, but it is important to remember the fundamental purpose of human engagement.”

Jon Iwata,
Former Senior Vice President and Chief Brand Officer, IBM

“The practice of modern PR is both art and science, strategy and execution, fact and finely tuned intuition. This book taps into all of that and is a great practical guide.”

Mary Lynn Carver,
Chief Communications Officer and Global Vice President, General Mills

“Public Relations has the power to do more than communicate. In The Art and Craft of PR, Sandra Stahl shows us how and why that is so important.”

Mike Fernandez,
US Chief Executive Officer, Burson-Marsteller

“This book does a wonderful job of defining what PR is in a changing environment. It is great for practitioners as well as young people. I can’t wait to give it to my granddaughter who is thinking about a PR career. In clear, inspiring language it explains what we do.”

Charlotte R. Otto,
Former Global External Relations Officer, Procter & Gamble

“Sandra has written a must-read primer for anyone considering a career in PR – and a valuable resource guide for anyone in communications period. I pulled out at least a dozen examples I plan to bring into the office with me on Monday to educate, reinforce and reenergize my own staff. Read this book and learn from one of the best.”

Susan Flinn,
Cobian, President, HYC Health

“Sandra is someone who knows PR inside in out, from both a strategic standpoint as well as how to make great PR happen. The Art & Craft of PR is not only a great introduction to PR for those new to the discipline, it also has plenty of a-ha’s and insights for the seasoned pro. I recommend it wholeheartedly.”

Chip Walker,
Director of Brand Strategy, Bloomberg Media

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Sandra Stahl

Sandra is a recognized thought leader in public relations strategy and audience connectivity. She has authored articles for AdAge, PRWeek, PM360, Pharmaceutical Executive, Fox News outlets, WomenEntrepreneur and the Journal of the American Dental Association, among others. In her agency and corporate positions, and as co-founder of jacobstahl since 2003, Sandra has shaped communications AN INTRODUCTION TO SANDRA STAHL strategies and campaigns for companies of all sizes, from leading multinationals to start-ups, as well as non-profit organizations and academic institutions. Sandra is considered especially valuable to her clients and... More About Author

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ISBN: 9789352807451
₹350.00