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Marketing Public Relations: A Marketer's Approach to Public Relations and Social Media
Marketing Public A Marketer's Approach to Public Relations and Social Media INSTRUCTORS REVIEW COPY
291 pages, Paperback
First published July 1, 2009
About the author
Gaetan T. Giannini
2 books2 followersGaetan Giannini is an Assistant Professor and Chairman of the Department of Business, Management and Economics at Cedar Crest College, as well as a sales and marketing speaker, consultant and writer.
After earning a bachelor’s degree in mechanical engineering technology from Temple University and an MBA from Seton Hall University, Gaetan worked in sales and marketing management for a small, process instrumentation company before moving to a multinational firm in the same industry.
Following a productive corporate career he started his own marketing consulting firm, Giannini O’Connor LLC which he ran until entering academia.
After earning a bachelor’s degree in mechanical engineering technology from Temple University and an MBA from Seton Hall University, Gaetan worked in sales and marketing management for a small, process instrumentation company before moving to a multinational firm in the same industry.
Following a productive corporate career he started his own marketing consulting firm, Giannini O’Connor LLC which he ran until entering academia.
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Displaying 1 - 2 of 2 reviews
November 7, 2023
This book was pressed into my hands by an instructor after I completed a course on Library Management. Part of me hoped that it had been carefully selected to suit whatever talents and abilities the instructor saw in me – but even then, I knew he was probably just thinning out his bookshelves. Now that I’ve read it, I’m sure.
For a textbook written in 2009 on a subject that changes by the week, it could be worse. I suspect that there are newer editions available, and you’ll definitely want that if you don’t want to see constant mentions of MySpace or “Microblogging.” Indeed, overall this was published at a time when blogs and blogging were seen as much more the coming thing than they turned out to be, although podcasts and vodcasts are also mentioned, as well as MPR in the context of more traditional media. In fact, a lot of the same advice would still hold, in terms of forging relationships with influencers and media reps, and knowing not to waste their time. I do think that some of what is suggested here could crossover into the library/nonprofit/government agency public relations world, especially the chapters on holding events and crisis management. There are also tow fairly useful chapters tucked away among the “Appendixes” which no student will ever read in a class unless they are explicitly assigned.
Having never taken a business course, but having taught at the University level, I couldn’t help forming in my mind a picture of the “average” student who would probably be using this for a class – a privileged bro-type who doesn’t care about learning but hopes to land a “cush job” when they get out of school and thus is very defensive about their grades. No doubt I’m expressing prejudices, and there are some lovely people who took a course with this textbook and have gone on to accomplish great things, but that picture was in my head pretty much the whole way through.
Bottom line: if you’re interested in this subject, don’t use a textbook from 2009.
For a textbook written in 2009 on a subject that changes by the week, it could be worse. I suspect that there are newer editions available, and you’ll definitely want that if you don’t want to see constant mentions of MySpace or “Microblogging.” Indeed, overall this was published at a time when blogs and blogging were seen as much more the coming thing than they turned out to be, although podcasts and vodcasts are also mentioned, as well as MPR in the context of more traditional media. In fact, a lot of the same advice would still hold, in terms of forging relationships with influencers and media reps, and knowing not to waste their time. I do think that some of what is suggested here could crossover into the library/nonprofit/government agency public relations world, especially the chapters on holding events and crisis management. There are also tow fairly useful chapters tucked away among the “Appendixes” which no student will ever read in a class unless they are explicitly assigned.
Having never taken a business course, but having taught at the University level, I couldn’t help forming in my mind a picture of the “average” student who would probably be using this for a class – a privileged bro-type who doesn’t care about learning but hopes to land a “cush job” when they get out of school and thus is very defensive about their grades. No doubt I’m expressing prejudices, and there are some lovely people who took a course with this textbook and have gone on to accomplish great things, but that picture was in my head pretty much the whole way through.
Bottom line: if you’re interested in this subject, don’t use a textbook from 2009.
October 8, 2013
Giannini brings together in his textbook two fields that are converging in the workplace - marketing and public relations. He introduces the concept, discusses the important role marketing public relations plays in an organization (including strategic planning), explains how to develop a marketing public relations plan, and describes, with examples, the strategies and tactics, like press kits and releases, word-of-mouth, social media, events, interviews, managing crises, etc, that are part of the plan. Everything a marketer might use is here, except for traditional advertising and sales.
Despite it's comprehensiveness, this book is getting a little dated. There's no Twitter, some of the examples are laughable in 2013 (one focuses on Hannah Montana, another on TLC's Trading Spaces), and the description of how media professionals use press kits and press releases is not very helpful. Additionally, considering the ever-growing role that blogging and citizen journalism are playing, the section on "non-media connectors" could use to be expanded. It's time for a new edition if Giannini wants to keep selling books.
Despite it's comprehensiveness, this book is getting a little dated. There's no Twitter, some of the examples are laughable in 2013 (one focuses on Hannah Montana, another on TLC's Trading Spaces), and the description of how media professionals use press kits and press releases is not very helpful. Additionally, considering the ever-growing role that blogging and citizen journalism are playing, the section on "non-media connectors" could use to be expanded. It's time for a new edition if Giannini wants to keep selling books.
Displaying 1 - 2 of 2 reviews