an ebook by N E Renton AM (published by Gemburt Pty Ltd 2007)
This is a practical book, designed both for the business world and for voluntary associations.
All companies and non-profit organisations throughout the world have one important attribute in common: they have a need to communicate effectively with certain target audiences and they would like to have a good image in the community.
Whether they recognise it or not they are constantly involved in public relations and government relations. The aim of this book is to help them to become more effective in these key areas.
The topics covered include media releases and how to use both the print and the electronic media to best advantage. Style aspects and the preparation of submissions are also dealt with.
The book also contains some instructive case studies, an extensive glossary and a large list of useful Internet links.
Comments on the Voluntary Associations chapter of the hard cover version of this book, posted by a PR student, Fairlie Cottrill, on her blog on 2006-05-14:
Breaking down this brief chapter into sections Renton addresses the different ways voluntary organisations can gain increased, positive publicity, with a low budget. Renton demonstrates the importance of transparency, by highlighting the importance of providing as much as information externally as possible.
Such methods could include providing internal publications to the media to ensure accuracy in reporting, inviting the media to both public and private meetings and providing them with background and further information, and circulating organisation newsletters to relevant non-members such as journalists, guest speakers, local members of Parliament and prospective members.
The other interesting point made is that "organisations should ensure that, as far as possible, a single person co-ordinates all their public relations objectives even if the workload is shared around". This is particularly relevant for voluntary organisations because it, as Renton points out, prevents the wasting of scarce human resources, impressions of overkill, the possibility of appearing amateurish, and it ensures an accurate and consistent message is portrayed.
While Renton raises very relevant and helpful points for voluntary organisations, the chapter is brief and therefore lacking in detail.
Included at the beginning of each chapter in this text are interesting quotes, from the famous to the not-so-famous, including what kills a skunk is the publicity it gives itself - Abraham Lincoln
From the Foreword by Brian L Hamley AM, former Group General Manager and Chief Economist, National Australia Bank and President, Board of Management, Epworth Hospital:
Nick Renton has lost none of his drive in this, his latest book. We need to pay tribute to his distinguished career and to the contribution he has made to the business world and to voluntary associations.
This is a book not just for public relations or corporate affairs departments, but rather for the whole enterprise. Indeed, my advice to businesses and voluntary groups is to take Nick Renton's recommendations to heart and to make them part of strategic plans and mission statements.
In each chapter there is sound advice on how to deal with the public, with shareholders, with voluntary organisation members and donors, and with governments. This ranges from timing to tactical thinking, but underlying any action is how to deal with situations honestly and with integrity.
Dealings with the press and the electronic media are dealt with by giving sound advice - advice which is down to earth. The reader gets the impression that "here is a writer who is experienced in the art of dealing with people".
It is good that not-for-profit and voluntary organisations are given prominence. Having worked in large corporations as well as charities I can testify that this book will be of great benefit to the people who work hard for the disadvantaged in society. Often it is difficult for these to reach out to the public for support or to make submissions to corporations and charitable trusts or governments on policy issues and financial support.
Perhaps the most interesting chapters are those on the Internet, on the design of web pages and on search engines. These describe the power of the computer in communications and in obtaining knowledge. Businesses and charities can use this power to contact customers with information about new products and by selling direct.
However, web pages are of little use if they are not up to date and relevant to an audience. We must remember that computers are not only for the young but also for the elderly. The ageing population, as Nick Renton points out, is using the new technology with great enthusiasm.
Overall this book is timely as every country struggles with its corporate image. Poor performance cannot be hidden behind a good public relations spin.
Reading between the lines I believe that Nick Renton considers that corporate governance is vital and that honest public relations can make a difference for the benefit of the community.
© 2008 N E Renton. All rights reserved.
This ebook is designed to be read onscreen, but its font size can readily be adjusted to give comfortable reading. It can also be used with text-to- speech software.
This ebook in a PDF format can be purchased online for AUD 9.95 from the Australian Online Bookshop 08 9377 0991 (or +618 9377 0991 from outside Australia).
Readers having difficulty with the downloading and publishers interested in producing a print or CD version of this work are invited to contact the author.
Nick Renton has also produced this promotional movie dealing with his first three ebooks (2 minutes 33 seconds).
A promotional movie dealing with this guide on public relations is worth watching (7 minutes 4 seconds).
Another promotional movie dealing with a book of controversial essays is also worth watching (5 minutes 27 seconds).
An article on ebooks and their many advantages may also be of interest.
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Phone: +613 9859 4958
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