PR- A Persuasive Industry? (PDF)

Author Trevor Morris: Trevor Morris is one of the UK's most senior PR practitioners. Until 2003 he was Chief Executive of Chime Communications Public Relations Group, the UK's largest PR group. In over 25 years in the industry Trevor successfully built a major PR consultancy, worked for numerous major companies and government bodies. He maintains a high profile within the industry and PR Week has described him as one of the most influential people in public relations.
Author Simon Goldsworthy: Simon established London's first Master of Arts course in public relations and has since added the teaching of public relations to the University's well-known undergraduate media studies programme. He has lectured to international audiences, including Johns Hopkins University, USA, and at the Sorbonne, France, where he is a Visiting Professor. He has also worked as a PR consultant in the private sector.

'At last a book on PR that doesn't see it on the one hand as the work of Satan or on the other a branch of moral philosophy. It is hard hitting, honest and stimulating.' - Lord Tim Bell, Chairman of Chime Communications plc and former PR advisor to Prime Minister Thatcher

'A clear, honest guide to all the nuts and bolts and some of the screw-ups of the industry that is subverting our news.' -Nick Davies, award-winning journalist and author of Flat Earth News

'Energetic, sophisticated, witty and deadly serious: this important book dissects the role of PR in a novel and challenging way.' - Jean Seaton, Professor of Media History, the University of Westminster

'Every profession should have a book like this, a mirror crafted by experience and research, and one that shows a reflection that is provocative, insightful and fun.' - Gary Davies, Professor of Corporate Reputation, Manchester Business School

'Too many books by PR people and PR academics are self-congratulatory or even dishonest. They describe what they would like PR to be, not how it is. Morris and Goldsworthy's lively and controversial account changes this. It offers an indispensable insiders' view of a burgeoning industry which looks set to play a crucial role in shaping the twenty-first century.' - Sheldon Rampton, co-author of Toxic Sludge is Good for You! and Research Director, Center for Media& Democracy, publishers of www.prwatch.org

'A very readable summary of an oft-maligned, but ultimately fascinating, profession - and one that is ever more influential. Morris and Goldsworthy tackle many of the stereotypes and professional challenges that all of us in the media face, on a daily basis.' - Danny Rogers, PR Week

'This book is essential reading for anyone concerned about the media they use. The authors have inside knowledge, experience and scholarship to explore this rapidly growing industry.' - Business Executive