A PR Handbook for Entrepreneurs by Alyson Dutch - Book Report/Review Example

The paper "A PR Handbook for Entrepreneurs by Alyson Dutch" is a good example of a book review on business. Dutch explains public relations as activities that engage the buyer through communication tools. Such communication tools include annual reports, speeches, and news in special events (1). Public relations activities aim at giving the prospective buyer an opinion about a product. The direct benefit of public relations is that it establishes an emotion about a product that creates an attraction to the customer. Public relations (PR) can be useful in communicating directly with the customer, business leaders, and government officials. PR uses the media to convey messages to the public and customers. PR activities build the brand of a product and influence sales indirectly. PR in combination with marketing can make a business successful. Marketing connects a product to the customer while PR provides methods that make the customer aware of the products (4).

According to Dutch, public relations and advertising have certain differences relating to marketing (5). Public relations is a marketing tool that promotes a feeling about something and uses the media to fulfill this. It involves using a reporter to report a certain opinion and news coverage. Public relations consumers have a higher opinion and it works throughout to influence opinion. On the other hand, advertising is an engineered marketing message that attempts to sell a product. It involves paying for space or time in the media and the main goal is to sell a product. In advertising, consumers are aware that the advertiser has complete control. It is immediate and creates a specific response. Public relation and advertisement create attention and awareness to customers and promotes marketing. Besides the differences, PR is more effective in marketing than an advertisement (Dutch 26). A good seller must have the PR skills to be successful in marketing. Read More