3 of 3 people found the following review helpful
Really useful advice about the operational side of PR consulting,
This review is from: The Caterpillar Factory: Kick Start Your Career in the PR Business (Paperback)
At a time when you could be forgiven for imagining that PR had become almost solely about maintaining social media profiles, this book provides a much needed dose of reality - and does so very effectively indeed.
It is not simply another book about PR practice, though it does provide some very useful overviews and checklists. What it's really about is the nuts and bolts of operating as a PR consultant - and that is going to prove a real gold mine for all sorts of readers. I was fortunate enough to learn principles such as budgeting, time recording, programme planning etc on the job, but I well remember having my ear bent on numerous occasions by talented friends who had set up as PR consultants having been in areas such as trade press or show business and finding all of that a complete mystery.
Kinross's experience in and passion for PR comes across on every page and through a series of really meaningful and practical exercises. I also like the way he keeps up to date with latest developments, while also weaving in some fascinating detail on leading figures from PR's history. Finally, because I happen to be a member of The Magic Circle, he won me over with his repeated use of the phrase 'the trick is....'. Thinking about it though, that phrase really sums up the whole essence of this highly recommended book.