Putting the Public Back Into PR – A look back

I talked to Mr. Solis (Brian to his friends I am sure) about the fact I was using his (and Deirdre Breakenridge) book, “Putting the Public Back in PR” in my social media class. This was last year. He asked if I would be interested in talking about my work, using social media in the classroom and if I wished talk about his book. I remember this part very specifically, “no deadline”.  That, by the way, is the risk of not assigning a deadline.

Mr. Solis has release his new book, “Engage” so I thought this might be the perfect time to revisit his last book which still sits on my desk alongside a number of other books – not as  reference but simply as a reminder – of a lot of things.

At a minimum I can get this post out of my draft folder.

Twice I read this book
I’ve read “Putting the Public Back in Public Relations” twice.  The first time was simply because I wanted to read it. As a professor and practitioner I enjoy reading about public relations, communications, etc. I have followed Brian for the last few years, reading his blog and his other books. It was a no brainer to make the purchase.

I expected the book to be good. It was.

I expected to toss it in the pile of other good books. I didn’t.

I didn’t expect to consider its use as a text book. I did and do.

A bit of history
I developed and teach a social media course at Oklahoma State University and for more than two years have been reviewing “social media” books for use in the course. Most were tactical in nature but didn’t do a good job explaining the true value of the tactics or how to use them as part of an overarching strategy which will ultimately support the objectives of an organization.  Kind of like buying a book about tools you might use to build a house, interesting but doesn’t get you any closer to having shelter.

Books I found which focused more on strategy seemed to miss the mark on the theoretical and philosophical difference of social media compared to traditional communication methods. They also reeked of an almost advertorial tone – how to market yourself kind of late night infomercial.

My review – not much more to say than what has already been said
As you can imagine and have probably heard, the book is good, very good in fact. If I wasn’t using it for my social media class I would make it required reading for at least one of the other PR courses I teach. I would go so far as recommend to all PR professors to make this book required reading – for themselves and their students.  Please note, I am not saying this should replace the text books we already use. This is simply an addition to. In fact I would argue (and it has been discussed) you could find most everything in this book already outlined in other text books. What “Putting” does it puts it all in a bit of context with the current state of affairs in our industry and makes a lot of old topics fresh again and offers up some new topics in a format which is easy to digest and enjoyable to read.

Simply put, for those of you who have never been trained in PR you will read the book and be amazed at the revelations, a proverbial fire hose to drink from. For those of you who have been formally trained you will be reminded of a few things you have forgotten and, if you are open to some of the topics, be energized to tackle… whatever it is you have needed to tackle but, but from a different perspective.

My favorite parts
If you wanted to know my favorite part(s) it might be easier to simply send you my book, with my personal markings of underlined passages, dog-eared pages, stars, highlights and side notes included.  Yes, I destroy my print books with my personal edits. It’s my book, leave me alone.

My favorite part, quite honestly, is what came after reading a few pages or chapter – the ability to really think through the theoretical and practical elements of what was being discussed. I admit while reading this book I spent a lot of time in front of the computer doing additional research. The mention sociological implications led me down a path of research which expanded to include biological research, influence on decision making models, etc.  (that’s the nice thing about being a professor, an almost unlimited supply of research articles supplied by the University Library)

If I had to write a jacket review it would simply say, “This book should be required reading for every public relations student and practitioner for the benefit of their future and their client’s future.” Yes, I puffed it up a bit for consideration but I couldn’t say the same, even with a little puffing for any other “social media” book out there. I hope to see my comment right under Seth Godin’s review for the final printing.

Bottom line – I finally have a single social media book with a balance of strategy and tactics intertwined with a philosophical overview of what makes social media so different than traditionally (some would say archaic, I would say ineffective) used communication and marketing models. The book isn’t mandatory reading but is part of a reading list which includes a number of other articles, blogs, etc.

Bottom line regarding “Putting”
If you haven’t yet read the book I would encourage you to do so, even before you read Engage if you had planned to purchase it.  Although I haven’t yet read this new book (It is sitting on my desk as I type) I am sure the foundation “Putting” will create will be of value. Who knows, perhaps with the royalties Mr. Solis will travel to Oklahoma and speak to my students. If you have already read “Putting” I would encourage you to pull it out again and page through it as a good refresher, especially since I am sure you sold back all your text books.

The bigger picture – why academics should read this book!
Finally, the heart of my post. I think I will check back with Mr. Solis and see if he is still interested in a guest blogger. I promise not to take a year this time.

In the mean time stay tuned for my review of “Cluetrain Manifesto”.