Baron (Friendship Marketing), the head of a market research firm, here presents his insights on public relations in the rapidly evolving world of communications. His premise is that public-relations activity no longer has the luxury of time: During the Vietnam conflict, reporting followed the day's action; in Desert Storm, CNN was in the midst of the action; on 9/11, reports and activity occurred contemporaneously. Moreover, anyone with access to the Internet can express opinion as fact-and can do so in a way that looks credible. Observing, as others have done, that news is moving ever closer to entertainment, Baron advocates a game plan for communicating in crisis: preparation, "first strike" advantage (tell people before they find out), and communication throughout the event. As a textbook, this work provides a grounding in contemporary public relations practice. As a business book, however, it will have limited utility, owing mainly to its advocacy of contemporary technology. An expos of the Enron or Firestone debacles (and their handling) would serve the same instructive purpose as Baron's guide. Recommended for specialized collections in business and communications.

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