For anyone in PR, Holstein's advice should sound pretty familiar. But I'm betting that this book finds an audience in the boardroom, where CEOs and other C-level executives can be insulated from the realities of corporate communications.
Among his tips:
- Incorporate communications into corporate strategy: don't put PR in a silo. Let the PR people help shape the message
- Go on the offensive and shape the message: frame the story before your adversaries (unions, competitors) do it for you
- Prevent the emergence of broad coalitions: communicating early and often with your company's critics will keep your enemies divided
- Embrace new media: it's here to stay, so you ignore it at your peril