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Multicultural public relations: A social-interpretive approach
Book Reviews
Likewise at the other end of the process, Gregory offers J.R. Macnamara’s macro model of evaluation-the best one page evaluation model this educator has run across. The final review section covers an area most American success-driven plans don’t consider: what if the campaign flops? Gregory offers a systematic way to detect how and why strategies or objectives fail. The drawbacks to this volume are minor. American readers will be temporarily thrown off by the British spellings of “organization,” “behavior,” and “programs.” More serious is the American unfamiliarity with many of Gregory’s examples like the Oxfam international charity, North West WaterAid, Findus’s Lean Cuisine, or references to certain British citizens as “ABCls.” Again, these are minor because Gregory’s theory and practice remains sound. In a form of intellectual lend-lease pay back, Anne Gregory proves there is much American students and practitioners can learn from IPR. Lest readers dismiss this book as a pocket text, keep in mind that Planning and Managing a Pubwithin its larger context. lic Relations Campaign must be considered Forthcoming in this series from IPR are six other books covering media relations, strategic public relations, running a constancy, and other issues. This reviewer plans to collect all seven. David Stiles Shipley Samford University Stephen I?. Bank Multicultural Public Relations: A Social-In terpetive Approach Thousand Oaks, CA: Sage Publications, $32.95 cloth, $15.95 paper, 1995
142 pp.,
Multicultural Public Relations deserves a wide and careful reading by academicians and practitioners. It makes a valuable contribution to public relations research literature. The book contributes to academic public relations research literature by presenting in erudite fashion a new and testable theory. From a social-interpretive theoretical perspective, Banks takes a “broad view of diversity” to argue that public relations can be effective only with a focus on the constructions of subjective meanings and relationships that shape or are shaped by those meanings. He neatly lays out several propositions that serve as a research agenda to test the theory. The book is a fine example of applying theory in practice. Banks’ insights of what constitutes culture and diversity among “populations of publics” has the potential to prod us to try productive new paths in our research. He advocates surveys of members’ beliefs and values about recognition with reward procedures built around results. In its opening pages, the book states that it is meant to be about recognizing, analyzing, and responding to those categories of human differences that might affect the practice and study of public relations. while Banks points out this
Spring
1997
83
Public Relations Review
is no easy task, the book meets the challenge competently. A brief recap of rapidly changing worldwide demographics presents a rationale for studying multicultural public relations. After a thorough review of the nature of culture, diversity, public relations, and communication effectiveness, Banks presents his culture-sensitive theory of communication for public relation: an analysis of the influences of different cultural perspectives on public relations practice in four specific areas of practice. They are internal communications, community relations, communication with activist audiences, and international programs. This reader found Multicultural Public Relations evocative of Kenneth Boulding’s The Image-there’s a lot going on here, it’s a rich read, there is a lot to contemplate. The provocative final chapter about the future of multicultural public relations presents a compelling and fresh argument for licensing of the profession that would do Bernays proud, and also includes a call for mindfulness in the Buddhist tradition of an open mental attitude and process. Banks’ narrative is intriguing and stimulations, seldom dull or tedious. Not only is the book well-written, clear, and easily understood, but reader friendly charts summarize key points in some narratives, sources are referenced, and the subject index seems concise but adequate. As a course textbook, Multicultural Public Relations should not just be limited to classes on multiculturalism, but its information should infuse the entire curriculum, providing insights for undergraduate principles, campaigns, and writing classes as well as in graduate seminars. This reader would prefer that Banks write from John Pavlik’s definition that public relations is “the business of relationship management” rather than confining public relations to managing communication. Pavlik’s ideas would make Banks’ theoretical explication even more elegant. And perhaps the next edition will catch a few of the glaring typos. Lynne M. Sallot University of Georgia Laura
Brown
Media Relations in Your Spare Time: A Step-By-Step Guide for Anyone in Business Washington, DC: National Association Manufacturers, 67 pp., $19.95, 1995
of
This short, no nonsense paperback was written for business professionals interested in increasing positive media exposure of their company or organization. The author, Laura Brown, provides readers with a variety of practical information about media relations. Brown does a good job of blending how-to tips with examples from her experiences as vice president of communications for the National Association of Manufacturers. Written in short sections to fit an executives’s busy schedule, the book covers what the media wants, how to write and place news releases, interviewing and crisis communications. Brown familiarizes readers with media jargon like opinion editorials, the pitch, editorial board visits, news conferences and news briefings. The author 84
Vol. 23. No. 1
Likewise at the other end of the process, Gregory offers J.R. Macnamara’s macro model of evaluation-the best one page evaluation model this educator has run across. The final review section covers an area most American success-driven plans don’t consider: what if the campaign flops? Gregory offers a systematic way to detect how and why strategies or objectives fail. The drawbacks to this volume are minor. American readers will be temporarily thrown off by the British spellings of “organization,” “behavior,” and “programs.” More serious is the American unfamiliarity with many of Gregory’s examples like the Oxfam international charity, North West WaterAid, Findus’s Lean Cuisine, or references to certain British citizens as “ABCls.” Again, these are minor because Gregory’s theory and practice remains sound. In a form of intellectual lend-lease pay back, Anne Gregory proves there is much American students and practitioners can learn from IPR. Lest readers dismiss this book as a pocket text, keep in mind that Planning and Managing a Pubwithin its larger context. lic Relations Campaign must be considered Forthcoming in this series from IPR are six other books covering media relations, strategic public relations, running a constancy, and other issues. This reviewer plans to collect all seven. David Stiles Shipley Samford University Stephen I?. Bank Multicultural Public Relations: A Social-In terpetive Approach Thousand Oaks, CA: Sage Publications, $32.95 cloth, $15.95 paper, 1995
142 pp.,
Multicultural Public Relations deserves a wide and careful reading by academicians and practitioners. It makes a valuable contribution to public relations research literature. The book contributes to academic public relations research literature by presenting in erudite fashion a new and testable theory. From a social-interpretive theoretical perspective, Banks takes a “broad view of diversity” to argue that public relations can be effective only with a focus on the constructions of subjective meanings and relationships that shape or are shaped by those meanings. He neatly lays out several propositions that serve as a research agenda to test the theory. The book is a fine example of applying theory in practice. Banks’ insights of what constitutes culture and diversity among “populations of publics” has the potential to prod us to try productive new paths in our research. He advocates surveys of members’ beliefs and values about recognition with reward procedures built around results. In its opening pages, the book states that it is meant to be about recognizing, analyzing, and responding to those categories of human differences that might affect the practice and study of public relations. while Banks points out this
Spring
1997
83
Public Relations Review
is no easy task, the book meets the challenge competently. A brief recap of rapidly changing worldwide demographics presents a rationale for studying multicultural public relations. After a thorough review of the nature of culture, diversity, public relations, and communication effectiveness, Banks presents his culture-sensitive theory of communication for public relation: an analysis of the influences of different cultural perspectives on public relations practice in four specific areas of practice. They are internal communications, community relations, communication with activist audiences, and international programs. This reader found Multicultural Public Relations evocative of Kenneth Boulding’s The Image-there’s a lot going on here, it’s a rich read, there is a lot to contemplate. The provocative final chapter about the future of multicultural public relations presents a compelling and fresh argument for licensing of the profession that would do Bernays proud, and also includes a call for mindfulness in the Buddhist tradition of an open mental attitude and process. Banks’ narrative is intriguing and stimulations, seldom dull or tedious. Not only is the book well-written, clear, and easily understood, but reader friendly charts summarize key points in some narratives, sources are referenced, and the subject index seems concise but adequate. As a course textbook, Multicultural Public Relations should not just be limited to classes on multiculturalism, but its information should infuse the entire curriculum, providing insights for undergraduate principles, campaigns, and writing classes as well as in graduate seminars. This reader would prefer that Banks write from John Pavlik’s definition that public relations is “the business of relationship management” rather than confining public relations to managing communication. Pavlik’s ideas would make Banks’ theoretical explication even more elegant. And perhaps the next edition will catch a few of the glaring typos. Lynne M. Sallot University of Georgia Laura
Brown
Media Relations in Your Spare Time: A Step-By-Step Guide for Anyone in Business Washington, DC: National Association Manufacturers, 67 pp., $19.95, 1995
of
This short, no nonsense paperback was written for business professionals interested in increasing positive media exposure of their company or organization. The author, Laura Brown, provides readers with a variety of practical information about media relations. Brown does a good job of blending how-to tips with examples from her experiences as vice president of communications for the National Association of Manufacturers. Written in short sections to fit an executives’s busy schedule, the book covers what the media wants, how to write and place news releases, interviewing and crisis communications. Brown familiarizes readers with media jargon like opinion editorials, the pitch, editorial board visits, news conferences and news briefings. The author 84
Vol. 23. No. 1