Every organization has the right and the obligation to communicate effectively and ethically with the public. This book was born of that premise.
But when we say “organizations�, we don’t just mean large multi-national companies or political parties with thousands of members. Public Relations is within the reach of small and medium-sized businesses, non-profit organizations and even independent entrepreneurs who recognize the importance of communication in successfully achieving his or her goals and need to have tools on hand that let them speak to their audiences.
This isn’t a book for the initiated. It looks to a be a reference for those who aspire to become a part of the dynamic world of public relations.
This book will help those who, without having a degree in Communication, need to know how to communicate adequately to their public, need to hire a an agency and need to know the best way to find one and how to get the best out of PR.
For industry professionals, this book will allow them a peek into the latest trends to help them serve their clients better.
To that end, if offers a simple guide to designing a Public Relations campaign – from the research stage to an evaluation of its results.
Furthermore, the book delves deeply into the evaluation process to show both professionals and laymen the true power of a strategically well-thought out PR campaign when its is seamlessly implemented.
The tools and tactics included in this book can be applied to all sectors. The objective is to give organizations a series of accessible tools to meet all of their communications needs.
Althought there are differences between the industries, this book is not anti-advertising nor anti-journalism. It is pro effective integrated communication,
Everyone knows that in recent years public mistrust has grown, and people are skeptical of what they read, hear and see in the media, no matter if the content it editorial or advertising. One can’t ignore the fact that information saturation hasn’t really made society better informed.
In the midst of the skeptical climate that seems to dominate these days, small and influential groups have emerged that are occupying important positions within the public with surprising speed. These new social movements look to establish equal relationships with companies, such as starting “conversations� with them, letting them know that this is the only way to repair their damaged reputations.
In this sense, Public Relations has to show its flexibility in talking to certain audiences, its true ability to help organizations communicate with the public in a more relevant, dynamic, transparent and committed way.
PR has the power to influence the perception, attitudes and behavior of its audiences.
This book identifies that opportunity, proposes a series of tactics and tools for immediate use within the framework of a communications plan and strategy, and establishes parameters for best practices that will help the reader in his or her endeavor to communicate adequately with their public.
This books shows the importance of media, as it is fundamental in being able to reach millions of people en masse. Many of the tools are meant to help establish enriching professional relationships with journalists.
The worst PR is that which doesn’t reach the public, but that doesn’t mean one must do anything to get “in the papers�. There are other ways to communicate with different audiences through PR tactics that the reader will find in these pages.
This book presents the reality of PR and attempts to systematize the experiene I have gained through deep professional experience in two markets, Spain and Mexico.
It also provides an overview of PR around the world, concluding that PR best practices are authentically universal.
“Public Relations. The Effectiveness of Influence� has been a great challenge and I hope that the reader finds that it has served its purpose.
Firsts excerpt of the book “Public Relations: The effectiveness of Influence” by Octavio Rojas
Looking for a publishing house in USA. Do you know one that might be interested 
If yes, drop me an email at contacto @ octaviorojas . com
16 comments
9/14/2006 at 3:37 pm
Stephanie
I think that this book was an absolutely excellent idea. From the overview it sounds like it contains an enormous amount of information for all who are interested in bringing PR to their business, company or organization.
What I think is the best aspect of this book is that it makes PR very accessible. It allows for small businesses to learn the tools to better communicate with their audiences and provides them with information that will allow them to construct a communication plan.
This book will be extremely helpful as a reference guide for all areas of PR. Whether it be an agency, a business or a private consultant, anyone needing a quick source of specific information can refer to this book.
Good luck with the search for a USA publishing house!
9/14/2006 at 7:29 pm
Courtney
To drive home the importance and true impact of a public relations campaign, you must show the whole process from start to finish. Your choice to include this process places your book above many others. For the sake of detail, many texts choose to include only one portion of the PR process, thereby losing the big picture. When people become entrenched in the steps, they lose the importance and the benefits of the process as a whole.
You mention that the worst PR is that which doesn’t reach the public, but it seems a more destructive PR is that which is done unethically. At least with unheard/unseen messages, you aren’t faced with a poor reputation. Public relations in its truest form cannot be practiced unless organizations are willing to be transparent and ethical. Regardless of organization size or function, this is one constant.
Best of luck on what sounds like a very comprehensive and beneficial book! I’m sure it will be met with well-deserved success.
9/16/2006 at 12:03 pm
Octavio Isaac Rojas Orduña
Many thanks for your nice comments!
I am looking forward to get in touch with an American publisher in order to share with you this book.
I’ve read dozens of book of Spanish, American and English authors and feel it includes all the things PR students and non-PR people have to know to organize a comprehensive and effective PR campaign.
Best of luck!
9/17/2006 at 5:18 pm
Rachel S
I think it is very important that people know how to communicate effectively. Without communication there can be a ton of complications such as, rumors, lies or misconceptions. This book sounds like it could take the guess work out of a lot of people’s communcation techniques. However, I don’t think any business professional without a degree in communications should rely on one book. I think it is important to get a well rounded education. If the professional truly wanted a good education they should read many communication books from many different authors. The communication department would never teach its students about all the different aspects of communication from one view point. The book sounds like it is on the right track, but as an effective communicator I would have to suggest they read more than one book.
9/19/2006 at 11:29 am
Rachel M
There are always new trends in PR this book sounds like a user-friendly guide to this ever changing profession. Even someone just out of school could use a little help in some areas. It is important to stay informed if you want to be successful.
Making PR accessible to different groups is the most important part. Most people do think that PR is shady at times but this book will help remove some of the doubt. Showing what PR can do for the public seems to be the essential message.
Good Luck with your book. It will be a great guide for all those interested in PR.
9/26/2006 at 11:16 pm
Elizabeth Wood Rodgers
The book is just another way to inform people about PR and the things we do. It will be an important asset to people wanting to learn more about all the details PR has involved. This will be a something that people will appreciate after reading it. Best of luck and we all will be looking forward to it!
10/1/2006 at 8:56 pm
Christi
Too often managers and corporate decision makers decide to use PR tools or implement campaigns without fully understanding what PR is and how to use it effectively. What I like about your new book (from what I read in the introduction and chapter summaries) is that it starts completely from scratch, explaining what PR is and isn’t and how its tools can most efficiently be used. It does not assume that the readers already know the nuances of the practice, thus clearing up common misconceptions about public relations. In essence, it teaches the reader that PR can be ethical and effective and explains step-by-step how to accomplish both goals.
I feel certain it will be a huge success. Thank you for sharing this special “sneak peek” with us.
10/3/2006 at 3:09 pm
Patrick
In personal experience, as a PR major and a manager of a local restaurant, I see too much confusion among the owner and his public. He tends to think that just advertising and marketing is public relations, when, in fact, that is not the case. He actually feels that his methods of grabbing attention by giving coupons is PR enough. What he needs to realize is that, yes, it’s an influence that must be maintained in order to sell anything, let alone food. I try to give him ideas of how to go about relaying messages to his/our public, yet he resorts to the same methods that he’s been doing. All I can do is perform better PR on the restaurant owner so that he can perform better PR to his public. He needs that book.
10/3/2006 at 11:54 pm
Virginia Tharpe
I agree with all the previous responses that this book sounds like a great idea for a first-timer to PR, or as a re-fresher to an “initiated� PR pro. Any advice that a seasoned pro can give is welcomed by all. How exciting it must be to write and publish your own book! Especially when it’s about a subject that you are committed to and genuinely want to improve. Public Relations has become one of the most important business decisions a company can make, therefore putting pressure on it’s practitioners to keep up with the latest information.
I appreciated your comment “In this sense, Public Relations has to show its flexibility in talking to certain audiences, its true ability to help organizations communicate with the public in a more relevant, dynamic, transparent and committed way.� So true. Being transparent and dynamic is pounded into our heads everyday by our professors. It’s great to hear that we aren’t learning this stuff for nothing.
Also, I have a question. Are there any books out there that you would recommend to those that are just entering the field of PR?
10/9/2006 at 7:16 pm
Sarah
Creating a book that guides you through each step of the campaign process will be valuable not only to students, but to public relations practitioners who are already present in the PR field. Having each step presented and dissected will help students see each step, complete each step and create a thorough and effective campaign.
Including an in depth section concentrating on evaluating the campaign will also be valuable to many public relations practitioners. Not only will your book help them to put together a campaign, but it will help them to know how effective the campaign was. The most important part of a campaign is the end result, and I like the idea of including the evaluation process to make sure each campaign is fulfilling its purpose.
This book sounds like it will be a valuable reference for students and the public relations community as a whole.
10/15/2006 at 6:01 pm
Rachel D.
Public mistrust has definitely been increasingly growing in regards to businesses being dishonest and having lack of communication with the public. PR definitely has the ability to shape the public’s perception of different organizations. The book “Public Relations: the effectiveness of Influence” will definitely be beneficial in providing different organizations tips and ideas for how to promote an honest image to the public. Most importantly, the book should remind organizations that the key to upholding a good image is to always be honest with the public and have both internal and external communication throughout the organization. Whether you are a PR practitioner or not, this book definitely sounds like it could be used to help any type of organization.
10/26/2006 at 10:52 am
Amy
Directing a book about PR towards an audience of readers that are constantly working with public relations is a wonderful idea. This book will allow many business leaders to understand exactly what PR is, how using it can benefit them and how to use it properly. You stated, “The worst PR is that which doesn’t reach its public.â€? First of all, many mangers are unaware of who their specific public is. Some may make the mistake of assuming that the more people they reach overall, the better their campaign. As we know, this assumption will only lead to wasted funds and resources. It is important for these managers to understand how to identify and locate who the specific members of their public is and develop a communication plan that is customized to their needs.
Good luck and please keep us informed about your status with an American publisher. I’m sure many of us would be very interested in reading it!
11/26/2006 at 7:25 pm
Wade Cothran
Hi Octavio
Sounds like this book has the potential to be a great tool for drawing attention to the public relations profession as well.
I agree with Rache S. I to think it is very important for people to know how to communicate with each other effectively and professionals shouldn’t rely on this book alone to learn. However, this could be an excellent tool for help.
The campaign process is most definately not easy and having a guide or manual to help along the way can save much time and energy.
3/8/2007 at 4:18 pm
Chasity
This book sounds like an amazing read. I find it very interesting when a PR practitioner decides to compile the knowledge they have learned into a book to share with other practitioners.
The contents of the book are fantastic. I think it’s important for people to understand what PR is and what it is not. There seems to be a stigma attached to the profession, that we are only around when there is trouble. This book can educate everyone on the work that goes into a campaign and how important communication is at all times within an organization.
Thank you and good luck!
3/11/2007 at 1:02 pm
Jessica
This introduction alone makes me want to read this book. From the intro alone, anyone who has never read anything abotu PR will know exactly what it is that we do and why we do it.
Chasity is right, there is a stigma attached to PR in that people assume we are here to “spin” the truth and make those with the money look good. I may still be a PR student, but I still have to face people who just don’t understand what it is we do. The outline for this book seems really diverse and concentrated and I’m sure it would make a great textbook. Thanks for the post.
4/2/2007 at 9:47 am
edie
je suis etudiante en communication et il nous ai souvent arrive d avoir des cours sur la communication d’entreprise et je me demande si c,est la reelle traduction de Public relations. c est neamoins un domaine tres interressant parcequ,il nous aide a gerer et a comprendre les attitude de l,autre. c est d’autant plus important ddans les entreprise. vu la copetition qui existe de nos jours, les entreprise ont besoin detre en contact avec leur audience pour les rassurer.