Robert L. Dilenschneider, editor. The Public Relations Handbook. Matt Holt, 2022.

We have reviewed a couple of books by Robert Dilenschneider, both of which were collections of motivational character sketches. This is different. We learn from this book that Mr. Dilenschneider runs a large public relations firm. He is a professional motivator, though perhaps of a slightly different type from his character sketches.

In this case, the editor has surrounded himself with a collection of experts—just as any wise corporate executive would do. This handbook consists of seventeen chapters written by as many different writers. Chapters are organized in a logical manner, beginning with an overview of PR, then various chapters giving some instruction on good PR. For example, there is a chapter on research, one on finding the audience, and, to this English teacher, and interesting one on word choices. We learn that to motivate someone, the word responsibility is more effective than the word duty.

The book ends with a number of chapters dealing with specific situations. These are some of the strongest and weakest chapters. The chapter “Going Forward with China” is an excellent introduction on how to understand the Chinese way of doing things, especially customs and behavior. When I taught in China, I was fortunately prepared by some friends who had lived there for years, but still I would have appreciated the observations made in this book.

On the other hand, the chapter on Japan appears much vaguer. The message seems to be “you have to have been there to get it.” Nevertheless, that chapter still alerts the reader that customs and expectations in that country are distinctive, even when compared to other Asian lands.

Some of the best parts are examples from real experiences, both things to do or not to do. Readers may recall an incident five years ago when a 69 year old paying passenger was forcibly carried off an airliner because his seat had been overbooked. While that incident gave United Airlines a black eye, we are told how the management handled the problem to minimize its effect. Other companies that made mistakes did not always take the high and honest road that United did after that incident.

There are chapters on working with the government, with the media, and with social media. There is an enlightening chapter titled “Internal Communications.” Many organizations have policies or have things happen that affect the people that work for them. This is often overlooked, but some PR wisdom can help make workers happier and more productive.

Public relations often involves a specific program for advertising, publicizing, or advocating a position. We are reminded, too, that wise PR can help people and groups navigate crises.

One author this reviewer recognized was Edward Rollins who coauthored the chapter on government relations. Rollins worked for Ronald Reagan and has been involved in a number of presidential campaigns since. Lest this appear that the book is right-leaning, other authors quote Saul Alinsky and Rahm Emanuel.

The chapter titled “Preparing the Communications Program” has a to-do list that could help us all get along better with others: (1) Speak the truth; (2) Leverage multiple vehicles; (3) Stick to your talking points; (4) Know your audience; and (5) Consider your critics. We can all consider these things as we try to associate with others regardless of the purpose, PR or otherwise.

With each chapter focused on a specific aspect, The Public Relations Handbook lives up to its name. Indeed, it would be easy to imagine this book being used in an introductory college class on public relations. It covers a lot of ground. It puts a lot of things into perspective for the PR professional and for others who find they have to work with the public, the government, or the various media out there.