I just got through reading Chapter 11 on Public Relations in the Textbook,
Media/Impact: An Introduction to Mass Media by Shirley Biagi, and upon completion of the reading, I feel that I not only did I not learn anything about public relations that I didn't already know, but I feel that my brain capacity has fell down to the level of Forrest Gump's.
I have to admit, I hadn't even opened the book until today, and after reading one chapter, I wish I hadn't. If I had actually read that entire book, I probably would have had to pull a Cobain and splatter the remnants of my brain on my bedroom wall.
I almost wish Shirley Biagi had down syndrome when she was writing this book. Then at least, she would have an excuse for writing such a retarded book. Instead of a biography, it could say
"Shirley Biagi is a 8 year old girl with down syndrome who wrote this book because her dream is to be a college professor when she grows up. And even though we know that she can never achieve this dream, we wanted to keep hope alive in this brave little girl. Half the proceeds from the sale of this book will go to Shirley and her family while the rest will go to the Special Olympics."
Then at least I could think "Aww, how sweet. Even though I won't read this book, I should buy an extra copy because its for a good cause," instead of thinking what I'm thinking now which is, "Wow, if I were Shirley Biagi's publisher and she showed me this mindless dribble that shes trying to pass off as a textbook, I'd pimp-slap her upside the head."
Now I'm going to go over parts of the chapter, so it doesn't seem like I'm bitching for no reason. You'll get to see the true stupidity of this book first hand.
After the introduction to Chapter 11, we go on to the first four sections which span from pages 220 to 221. Essentially, the only relevant information I got from these four sections is "PR helps shape public opinions and Government uses PR." That's it. There is other information, such as when the first PR firm was started, what the first PR message to the press was, and who the first women in PR were, which is good information to know, if you're a contestant on Jeopardy and one of the categories is "The History of Public Relations."
But if you're like me, a college student who needs to learn about the significance of Public Relations, this information amounts to "Fluff information I
might put in a term paper about Public Relations if we needed to stretch the length from 9 1/2 to 10 pages."
If we move on to page 222 and if you haven't already gouged your eyes of due to the stupidity of the first couple pages, we find the section titled "Public Relations at Work," and the subtitle "Financial Public Relations." There is about a third of a page of writing under Financial PR, one sentence of which actually has to do with the subject. The first sentence reads:
"People in financial public relations provide information primarily to business reporters."
The rest of the paragraph is pretty much bulleted quotes from James K. Gentry of the
Washington Journalism Review about what qualities makes for good and/or bad Public Relations. Granted they are good, informative quotes, but with the exception of maybe his first quote, none of them have anything to do
directly with Financial Public Relations. Rather, they seem as though they are quotes that can apply to PR in general.
It would be similar if I were to say I'm going to write you an informative essay about significant Producers in the music industry and all I had as supporting evidence was quotes from
Rick Rubin or
Kanye West about how to produce a good record.
Directly after Financial PR on page 223, we see the next subtitle, "Product Public Relations," which begins with the enlightening sentence,
"Product PR uses public relations techniques to sell products and services."
If Biagi was famous, she would be famous for stating such a stupidly redundant fact. This is like having an essay entitled, "Communism in Government" and starting with the line, "Communism in government is using Communistic ideas to help govern and rule a country."
I have to give Biagi credit on the next couple pages. She talks about "Crisis Public Relations." Once again, she doesn't say much about the subject itself, essentially saying that crisis public relations is used when a company faces a crisis, but she does give a very relevant example (
The Odwalla case) to illustrate her point. More than you can say for any of the other sections.
If we skip ahead to the section titled "Variety of Clients Use Public Relations," on page 227, there follows a bulleted list of various organizations that use PR. This information is mildly intelligent until you hit the last bullet, which is "International." In this section Biagi reverts back to her
Keanu Reeve-ish style of writing, writing two sentences about the actual subject and then continuing on for half a page about a completely different subject. She begins the section with two sentences that vaguely illustrate how PR is used in countries other than the United States, and then writes half a page worth of bullets about the "Responsibilities of PR people." Once again, while this information is relevant to the subject of Public Relations as a whole, it really has nothing to do with the subject it is stated under: International [PR.]
Seeing as how I was able to vent all my frustration about this book here, I'm feeling quite better. Rather than going with my original plan of masturbating with sandpaper in order to distract myself from the pain of reading that one chapter, I guess I'll just have to have a good old fashioned book burning: none of the mess, and tons more fun!