What critics say about ..". Geese vs. Swans..." ..". corporate
America is being denied the potential benefits of public relations,
of which they may be unaware, because of the travesties committed
in its name by communicators who euphemistically see themselves as
counselors, arousing the ire of a wise and experienced John Budd
who challenges CEOs to raise the bar on advisors, introducing the
role of corporate public diplomacy." Chester Burger,
founder/chairman, PRSA's College of Fellows*; Founder/chairman,
Chester Burger Co. "In crisp and forceful and pungent language John
Budd contrasts the proper goals of the craft of PR with the
realities of current performance... and urges communication
consigliores to change their ways and avoid even the appearance of
spin... but he's not sanguine this is either feasible or possible."
Robert Hogan, former chairman, psychology department, University of
Tulsa; author of Personality and the Fate of Organizations "This
brief book is bold, iconoclastic, and on the mark. Budd chronicles
and critiques the devolution of forward-looking public relations
counseling to its present response-to-daily polls marketing and
post-factum spin doctoring. He does so with verve and with wisdom
gained from his life-long practice in the trenches." Robert
Jackall, sociologist, Williams College; author of Moral Mazes, The
World of Corporate Managers and Image Makers "As always from John
Budd, sensible, smart advice, crisply presented. Thoughtful but
easy to read - and enjoyable." Dr. Charles Elson, director,
Corporate Governance, University of Delaware "Our corporate
Socrates is back... this time encouraging communicators to abandon
the folly of being PR counselors and focus on promoting and
marketing which they do extremely well... simultaneously charging
CEOs to find the intellectual advisors needed to better cope with
the myriad threats to their credibility by a host of so-called soft
factors." John D. Bergen, senior vice president, Siemens;
ex-founded/CEO, The Council of Public Relations Firms *Public
Relations Society of America
General
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