The PR Buzz Factor – Russell Lawson

Kogan Page - £14.99

Buy it now from Blackwell Books

Boost your business with PR

Russell Lawson is Head of Public affairs for the Federation of Small Businesses in Wales – as well as being a journalist and commentator on small business issues. So he should know what he is talking about and be able to express himself in print. And so he proves in this book.

The richly entertaining case studies make this an amusing read; but Mr Lawson gives us something far more important than entertainment. He gives us questions, answers and check-lists. Let’s face it, why do most people buy this kind of book? Not to become instant experts but to be told what to do to make a success of, in this case, Public Relations.

The reader wants to keep his or her money in their pocket while still gaining some of the benefits of employing a consultant. This is what ‘PR Buzz’ delivers; a step-by-step guide. You fill in the boxes and you end up with your PR campaign ready to go.

There are several gems woven in among the charts and questionnaires. I especially liked the concept of the non-, latent-, aware- and active-publics that go to make up a key audience. Another strong idea was the PEST analysis (political, environmental, social, technological) that goes with the SWOT analysis (which I am sure you know is strengths, weaknesses, opportunities and threats).

An excellent and practical book. My one niggle is that Mr Lawson repeats the myth of the Yale University Survey showing the importance of written goals. Please, authors, get it through your heads that it never happened!