Books -- Marketing Public Relations: The HOWS

That Make it Work by Rene A. Henry Jr

Carroll, Robert A . Journalism & Mass Communication Educator ; Thousand Oaks  Vol. 50, Iss. 4,  (Winter
1996): 88.

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ABSTRACT (ABSTRACT)
Review.

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* Henry Jr., Rene A. (1995). Marketing Public Relations: The HOWS That Make It Work. Ames, Iowa State University
Press. Hardcover, $29.95.
The emphasis in Henry's book is definitely on the HOWS of marketing public relations. In the foreword to Marketing
Public Relations, Harold Burson describes the book as a "directory of directories for many categories of activity
that fall under the marketing public relations umbrella." Henry provides numerous lists of resources and references
which should help those just entering the field of public relations as well as veterans.
The book includes 29 concise chapters, beginning with an overview of marketing public relations and a rationale
for including public relations in a comprehensive marketing plan. Eight chapters are devoted to brief discussions
of several aspects of public relations such as publicity, press kits, various types of media, and special events.
Other chapters cover the types of research that can be used, resources used for targeting publics, special
distribution services used to reach the media, international markets, sports marketing, and developing plans and
budgets. Still others cover targeting special markets, developing a speakers' bureau, and building coalitions.
As a resource tool, the book should be a valuable addition to the public relations practitioner's library. Its
usefulness in the classroom is limited to use as a supplemental guidebook to the aspiring practitioner. While
strong on resources, none of the chapters go into depth (which appears to be by design of the author) on the major
topics. Therefore, readers must depend upon other sources for a more detailed discussion on numerous topics.
The chapters on "How to use resources to target publics" and "How to use special distribution services" are
particularly strong. Both chapters provide thorough lists of resources needed by public relations practitioners. The
chapter on publicity provides a useful checklist for planning a news conference, and the chapters on obtaining
media coverage provide solid information on working with the various media.
As the author draws heavily upon his personal experiences, references are rather limited in several chapters.
Primary examples are the chapters on research, and planning and budgeting. Additional information would be
needed before readers who are not experienced in these areas could attempt to tackle these tasks.
Overall, Henry achieves his goal of writing a book about the fundamentals of public relations "intended as a
resource and reference" for those preparing for careers in public relations as well as for those already working in
the field.
ROBERT A.CARROLL UNIVERSITY OF SOUTHERN INDIANA

DETAILS

Subject: Public relations; Nonfiction; Marketing

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Publication title: Journalism &Mass Communication Educator; Thousand Oaks

Volume: 50

Issue: 4

Pages: 88

Number of pages: 7

Publication year: 1996

Publication date: Winter 1996

Publisher: SAGE PUBLICATIONS, INC.

Place of publication: Thousand Oaks

Country of publication: United States, Thousand Oaks

Publication subject: Education--Higher Education, Journalism

ISSN: 107769 58

Source type: Scholarly Journals

Language of publication: English

Document type: Book Review-Favorable

Accession number: 02714211

ProQuest document ID: 215291809

Document URL: https://search.proquest.com/docview/215291809?accountid=15859

Copyright: Copyright Association for Education in Journalism and Mass Communication Winter
1996

Last updated: 2012-07-24

Database: ProQuest Central

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Citation style: APA 6th - American Psychological Association, 6th Edition

Carroll, R. A. (1996). Books -- marketing public relations: The HOWS that make it work by rene A. henry jr.
Journalism & Mass Communication Educator, 50(4), 88. Retrieved from
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