This is an important and useful

book. It has great relevance for

students of public relations; and

veterans, too, can learn some new techniques for being more ef-

fective writers.

Tom Bivins tackles a number of paradoxes. At a time when U.S.

journalism schools are mass-producing public relations graduates,

PR practitioners are feeling new pressures from downsizing and

demands for accountability. An even greater paradox--and one

with dire consequences for its victims--is that many (if not most)

of those new public relations graduates are, at best, only passable

writers. Too many get their sheepskin without completing more

than a single basic newswriting course. That may not be a crime,

but it is unfortunate.

My twenty years in the public relations business have brought

frequent opportunities to visit college campuses, recruit for

Dow s Communicator Development Program, train young peo-

ple, speak at professional society meetings, and the like. In many

of those settings, I ve been asked to describe the most important

skill in PR. My answer is always the same: writing, writing, writ-

ing. On campuses, that usually generates two very different reac-

tions. Some of the students frown or grumble among themselves,

but professors beam because I ve confirmed (without prompting)

what they have been saying in classes.

Public relations is a wonderful, challenging, aggravating, often

frustrating way to make a living. There is something irresistible

about changing public perceptions, adding to public understand-

ing, sharing the untold side of a controversy, and addressing some

of the complex problems facing society. Yes, a PR professional

must be more thafi a talented wordsmith. An understanding of po-

litical science, sociology, psychology, finance, economics, et alia

surely will pay career dividends, but all that accumulated knowl-

edge relies on the written and spoken word in order to persuade,

convince, inform, or educate key audiences that will determine an

organization s future.