Comprehensiveness rating: 3 read less
This text is a brief introduction to the professional standards for and types of strategic communication careers. It covers a few of the most essential aspects of public relations and advertising to give students a sense of what they will need to know and be able to do to be prepared for these careers. I would like to see a bit more discussion of the important role that data plays in writing for PR, marketing, and advertising as well; perhaps outline and define the types of data professionals collect, analyze, and report in the planning, implementation, and evaluation of campaigns.
Accuracy rating: 5
The content is accurate and incorporates some of the recent scholarship on PR and advertising and highlights recent industry trends.
Relevance/Longevity rating: 4
The text makes use of recent examples, such as Trump's campaign and Volkswagen's emissions scandal. If the book is updated regularly, then it will remain relevant.
Clarity rating: 5
The book is well-written for undergraduate students in an introductory communication course. It is also written in a style that reflects the conventions and tone of professional communication.
Consistency rating: 5
Throughout the text, the content is presented using consistent format and voice. It would have been helpful to have activities or discussion questions more consistently throughout the chapters.
Modularity rating: 5
This textbook is organized into brief segments and each chapter is a clear, self-contained explanation of a writing style or career option. Thus chapters could be reordered or omitted to meet the needs of a given course.
Organization/Structure/Flow rating: 5
The book is well organized in its current format, moving from essential specific writing skills to different career paths.
Interface rating: 5
I appreciated that the book included links to examples, links to additional resources for more-indepth reading, and videos from professionals. One of the videos that covered copyrighting was missing at the time of this review (p. 65).
Grammatical Errors rating: 5
I did not see any grammatical errors.
Cultural Relevance rating: 4
The textbook covered a range of professional ethics violations, current events, PR successes and failures in different platforms, celebrities, and products as examples.
This book would be a good read for students in their first week or two of a PR, media relations, professional communication, or strategic communication program of study. It would be useful to students who are considering a career as a communication professional to help orient them to the skills they will need to develop throughout their coursework and internship experiences in college.