Every organization has the right and the
obligation to communicate effectively and ethically with the public.
This book was born of that premise.
But when we say “organizations”, we don’t
just mean large multi-national companies or political parties with
thousands of members. Public Relations is within the reach of small
and medium-sized businesses, non-profit organizations and even
independent entrepreneurs who recognize the importance of
communication in successfully achieving his or her goals and need to
have tools on hand that let them speak to their audiences.
This isn’t a book for the initiated. It
looks to a be a reference for those who aspire to become a part of the
dynamic world of public relations.
This book will help those who, without
having a degree in Communication, need to know how to communicate
adequately to their public, need to hire a an agency and need to know
the best way to find one and how to get the best out of PR.
For industry professionals, this book will
allow them a peek into the latest trends to help them serve their
To that end, if offers a simple guide to
designing a Public Relations campaign – from the research stage to an
evaluation of its results.
Furthermore, the book delves deeply into
the evaluation process to show both professionals and laymen the true
power of a strategically well-thought out PR campaign when its is
The tools and tactics included in this
book can be applied to all sectors. The objective is to give
organizations a series of accessible tools to meet all of their
Althought there are differences between
the industries, this book is not anti-advertising nor anti-journalism.
It is pro effective integrated communication,
Everyone knows that in recent years public
mistrust has grown, and people are skeptical of what they read, hear
and see in the media, no matter if the content it editorial or
advertising. One can’t ignore the fact that information saturation
hasn’t really made society better informed.
In the midst of the skeptical climate that
seems to dominate these days, small and influential groups have
emerged that are occupying important positions within the public with
surprising speed. These new social movements look to establish equal
relationships with companies, such as starting “conversations” with
them, letting them know that this is the only way to repair their
In this sense, Public Relations has to
show its flexibility in talking to certain audiences, its true ability
to help organizations communicate with the public in a more relevant,
dynamic, transparent and committed way.
PR has the power to influence the
perception, attitudes and behavior of its audiences.
This book identifies that opportunity,
proposes a series of tactics and tools for immediate use within the
framework of a communications plan and strategy, and establishes
parameters for best practices that will help the reader in his or her
endeavor to communicate adequately with their public.
This books shows the importance of media,
as it is fundamental in being able to reach millions of people en
masse. Many of the tools are meant to help establish enriching
professional relationships with journalists.
The worst PR is that which doesn’t reach
the public, but that doesn’t mean one must do anything to get “in the
papers”. There are other ways to communicate with different audiences
through PR tactics that the reader will find in these pages.
This book presents the reality of PR and
attempts to systematize the experiene I have gained through deep
professional experience in two markets, Spain and Mexico.
It also provides an overview of PR around
the world, concluding that PR best practices are authentically
“Public Relations. The Effectiveness of
Influence” has been a great challenge and I hope that the reader finds
that it has served its purpose.