In today’s continuous loop of news releases, influencers, videos, tweets, posts, ‘grams, and snaps, it can be difficult to determine where the discipline of public relations begins and ends, and more importantly, what distinguishes effective PR to enable its continued growth.
The Art & Craft of PR, the latest book from PR industry leader & author Sandra Stahl, is the PR professional’s manual for creating that specific type of mindset for building the necessary skills to meet today’s communications challenges, which include: mastering the fundamentals, cultivating unbridled curiosity and creativity, focusing on the art of listening, and never losing sight of business objectives.
Concise, clear-cut chapters are punctuated by applicable, real-world insights from communications leaders at corporate, agency, and industry powerhouses including Burson-Marsteller, Chevron, Edelman, Levi-Strauss, and the Holmes Report.
From the prologue that makes the case for resetting the balance between the discipline and the practice of PR to the chapters focused on listening, creativity, and agility, Sandra offers straightforward guidance. The “Messages from the Masters” chapter begs to be bookmarked as food for thought during the morning commute and posted as a daily mantra.
“Public relations has the power to do more than communicate. Sandra shows us how and why that is so important,” said Mike Fernandez, former US CEO, 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,” said Charlotte Otto, former Global External Relations Officer, Procter & Gamble.
“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,” added Chip Walker, Director of Brand Strategy, Bloomberg Media.
Sandra is a published thought leader in public relations strategy and audience connectivity. She has authored articles for AdAge, PRWeek, PM360, Pharmaceutical Executive, 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 strategies and campaigns for companies of all sizes, from leading multinationals to start-ups, as well as nonprofit organizations and academic institutions. Sandra is on faculty at the Brand + Integrated Communications graduate program at The City College of New York.