"The Public Relations Practitioner's Playbook" is how-to and
hands-on. Theory is woven into thousands of proven techniques,
tips, tactics, tools and strategies spread over nearly 600 pages.
Explanations, examples and anecdotes are in a language that should
appeal to experienced practitioners, college students and
organization volunteers who assist with public relations and
publicity. "The PR Practitioner's Playbook" - an anatomy of the
public relations profession - relies on my experience as a
reporter, editor, public relations counselor, and strategic advisor
and evaluator. It demonstrates that successful writers practice
their craft with poise and eloquence. It is an extension of the
author's classroom, which many students call, "Litwin's laboratory
for practical knowledge." As former KYW Newsradio colleague Kim
Glovas observed," Larry's voice is the voice of this book." Among
those considered mentors - and contributors to this book - are Nick
George, former managing editor at ABC Radio News, ABC sportscaster
Howard Cosell, KYW Newsradio anchor Bill Bransome, print journalist
extraordinaire Everett S. Landers and legendary broadcast
journalist Edward R. Murrow. They spent countless hours helping the
author hone his skills and encouraging me to be an open, honest,
thorough and valid (relevant) communicator. They stressed tangible
tools, and such attributes as knowledge, loyalty, judgment, trust,
credibility, ethics and integrity. "The Public Relations
Practitioner's Playbook" serves as a basic or supplemental text in
introduction to public relations and graduate overview courses. It
offers a refreshing, down-to-earth approach to which many students
are just not accustomed. Strategic advisors refer to it as a
"potpourri of proven public relations techniques." The companion
CD-Rom contains, among its many tactics, three PowerPoints that
summarize the 17 chapters.
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