PR Professional Publishing New Book On Effective Public Relations

Online, January 5, 2010 (Newswire.com) - Changing forces in the field of PR including globalization and the internet have caused PR practitioners to develop new and refined approaches to cost-effectively investing their clients' marketing budgets for optimal returns. Jake Lewis has captured examples of how the changing competitive landscape have been addressed both poorly and effectively. "Effective Public Relations in the 21st Century" chronicles how marketing executives have attempted to deal with the growing array of publicity options, while facing increased competition both domestically and abroad.

Author Lewis said, "It has been fulfilling to be associated with some leading-edge PR clients doing breakthrough PR work. As the same time, the book acknowledges several misjudgments and costly delays in decision-making."

Lewis' book takes the approach of providing a quick background on each case, as well as an overview of the competitive landscape in which the PR decisions were being made. Lewis then details the alternatives which were considered in the given situation and how their relative merits were assessed. Refreshingly, Lewis explores not only the successful choices which were made, but also walks through decisions that led to inferior and sometimes costly results.

The book provides suggestions on integrating offline and online public relations work, and presents the perspective that public relations can't be thought of as a practice separate from corporate marketing or investor relations. The book is being released in early January, 2010.

For further information, contact:
Terry Wilson
terry at wilsonlewispr.com