Some years ago, a young graduate student contributed to a book for
educational public relations specialists. It was a "how-to-do-it
book, light on theory and without footnotes" that offered hundreds
of tips and "ideas." Its title evolved into School Communication
Ideas that Work. Like that successful and widely used book,
published in 1972, The Public Relations Practitioner's Playbook for
(all) Strategic Communicators is how-to and hands-on. Edition three
was considered for the 2009 Pulitzer Prize. The theory it contains
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, publicity and other strategic
communication disciplines. It won't do the work for the would-be
publicity or PR practitioner or counselor, but it will make his or
her job much easier. Devotees of the Public Relations
Practitioner's Playbook may have noticed, its title now includes
for (all) Strategic Communicators. That's because the public
relations profession has evolved into the more encompassing
strategic communication, which includes not only public relations
but public affairs, advertising, marketing, social media, graphic
and web design and other areas of digital media convergence,
strategic planning and campaigns. "Strategic communication occurs
in corporate, non-profit, governmental and agency settings,"
according to Elon (N.C.) University's website. "Organizations
strategically communicate to audiences through publications and
videos, crisis management through the news media, special events
planning, building brand identity and product value, and
communicating with stockholders (and stakeholders), clients or
donors.
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