Book Review: Managing Public Relations, 2nd Edition by Peter Smudde

Hey Y'all!

I read Peter Smudde’s Managing Public Relations: Business Principles and Tools for Strategic Communication, second edition, for my Social Media and Strategies class. This is not usually the kind of thing I write about but at Dr. Aggie’s request I am discussing it today. I actually really liked this book. My dad, who works as head of public engagement at Marathon, read parts of it with me and even he found some sections helpful. There were bits and pieces in the book that were practical and insightful which both of us thought could be applied in real-life public relations work.

Chapter 3, “Professionalism, Ethics, and Law: The Good Person Representing an Organization Well,” stood out to me the most. I liked how it addressed PR’s reputation challenges directly. Too often people focus on the unethical actions of a few professionals and use that to judge the entire field. Smudde explains that professionalism is about doing the right thing at the right time for the right people. The chapter breaks down key components of professionalism such as having a solid body of knowledge, understanding and applying ethical principles and maintaining social responsibility. I found the section on the First Amendment particularly interesting because it explained how organizations can exercise free speech responsibly while still following the law. The chapter also discusses how PR professionals must work closely with legal teams to protect both the organization and its stakeholders which was a perspective I had not fully considered before.

Chapter 7, “Decision-Making in Tune With the Strategic Plan,” was another part of the book I really enjoyed. It explains that the choices PR professionals make define the value they add to an organization. Smudde emphasizes that value is not just financial. It includes reputation, relationships and long-term organizational impact. I appreciated how the chapter tied strategic planning to decision-making. Fraser Likely’s framework for reporting performance information to executives was especially useful in my opinion. It breaks down the types of information that leaders need to make informed decisions and shows how PR results can be communicated in ways that executives understand and act on. I also liked the discussion on perception and cognitive bias which reminded me that good leaders can make poor decisions and that understanding the limits of human judgment is crucial in management.

Overall, I found the book both really practical and insightful. Some sections are dense with theory and citations which can make it a slower read but the takeaways are valuable. The book does a great job showing that public relations is way more than managing communications. It is a professional, ethical and strategic function that requires very careful thought and intentional action. My dad noticed parts of the book that applied to his work in public engagement which made me feel like the lessons are relevant outside of the classroom too.

Reading this book really reminded me that PR is about more than messaging or campaigns as there is also a lot of ethics, strategy and creating meaningful value for both organizations and the public involved. Even though writing about a PR textbook is not my usual focus I found this book to be a worthwhile read. It made me think about the kind of professional I want to be and how public relations can make a real impact when practiced correctly.

That's all for now!
XOXO, Mia Ann