Book Details
Title: Goodbye to the Low Profile - The art of creative confrontation
Author: Herb Schmertz and William Novak
Illustrator: N/A
Publisher: Mercury Books
Year: 1986
Impression/Edition: N/A
Cover: Hardcover with Dust Jacket
Pages: 207
Dimensions:
Weight:
ISBN: 1-85251-000-5
Battle Scars:
Outside:
The dust jacket is in good read condition. It is intact and entire, with minor shelf wear to edges/corners/ends of spine only - rubbing with a few small creases and tiny tears. There is an old price sticker on the front. Superficial scuffing.
The hardcover beneath is well preserved, with some mild crushing on the ends of the spine and bumping to the corners. The embossing on the spine is intact.
The binding is firm and intact.
Inside:
Pages appear clean and intact - Good read condition.
Don't forget to check the photos below for a visual and make sure you are happy prior to purchase. Happy to answer questions if there is information missing.
Book Content:
Blurb -
"Herb Schmertz, Mobil Oil's Vice President for Public Affairs, has been called the most visible and successful practitioner of corporate public relations today. Now, in "Goodbye to the Low Profile", he explains the basic principles that have worked so effectively for him.
This is a book for top corporate executives, those who would like to be at the top, professionals, heads of special-interest groups, union officials, and many others, as well as public relations specialists, for, as Schmertz argues, in today's media-saturated world, knowing your job is not enough. To get to the top, you also must be able to present yourself and your organisation effectively and confidently to an increasingly demanding and growing collection of 'publics' - from the local TV reporter to government officials.
The key to this new kind of public relations is the concept of creative confrontation, which Schmertz defines as a willingness and ability to challenge your opponents and critics head-on, with imagination and flair. Creative confrontation does not mean being unpleasant and abrasive, but rather expressing your views forcefully, clearly and above all promptly.
In the most provocative section of the book, Schmertz focuses on the importance of creative confrontation in dealing with the press. He describes what he sees as the media's woeful ignorance of the complexities of business (which leads to simplistic and inaccurate stories), and the arrogance of their self-appointed role as the voice of the people. He shows how, armed with the understanding of how the press works, you can get your point of view across effectively.
With his characteristic wit and forthright style, Schmertz shows the reader how to operate successfully in a host of other public arenas, from influencing opinion makers, to building alliances with those who share your perspective, to supporting the arts and other worthy causes. Along the way, he shares his own considerable experience in the business world and offers intriguing insights into what makes an effective leader.
Lively and opinionated, "Goodbye to the Low Profile" is bound to raise eyebrows, entertain, enlighten, and establish itself as an indispensable volume for anyone who must venture forth into public view.
William Novak, writer and lecturer, is the coauthor of several books, including the best -selling Iacocca."
Book Details
Title: Goodbye to the Low Profile - The art of creative confrontation
Author: Herb Schmertz and William Novak
Illustrator: N/A
Publisher: Mercury Books
Year: 1986
Impression/Edition: N/A
Cover: Hardcover with Dust Jacket
Pages: 207
Dimensions:
Weight:
ISBN: 1-85251-000-5
Battle Scars:
Outside:
The dust jacket is in good read condition. It is intact and entire, with minor shelf wear to edges/corners/ends of spine only - rubbing with a few small creases and tiny tears. There is an old price sticker on the front. Superficial scuffing.
The hardcover beneath is well preserved, with some mild crushing on the ends of the spine and bumping to the corners. The embossing on the spine is intact.
The binding is firm and intact.
Inside:
Pages appear clean and intact - Good read condition.
Don't forget to check the photos below for a visual and make sure you are happy prior to purchase. Happy to answer questions if there is information missing.
Book Content:
Blurb -
"Herb Schmertz, Mobil Oil's Vice President for Public Affairs, has been called the most visible and successful practitioner of corporate public relations today. Now, in "Goodbye to the Low Profile", he explains the basic principles that have worked so effectively for him.
This is a book for top corporate executives, those who would like to be at the top, professionals, heads of special-interest groups, union officials, and many others, as well as public relations specialists, for, as Schmertz argues, in today's media-saturated world, knowing your job is not enough. To get to the top, you also must be able to present yourself and your organisation effectively and confidently to an increasingly demanding and growing collection of 'publics' - from the local TV reporter to government officials.
The key to this new kind of public relations is the concept of creative confrontation, which Schmertz defines as a willingness and ability to challenge your opponents and critics head-on, with imagination and flair. Creative confrontation does not mean being unpleasant and abrasive, but rather expressing your views forcefully, clearly and above all promptly.
In the most provocative section of the book, Schmertz focuses on the importance of creative confrontation in dealing with the press. He describes what he sees as the media's woeful ignorance of the complexities of business (which leads to simplistic and inaccurate stories), and the arrogance of their self-appointed role as the voice of the people. He shows how, armed with the understanding of how the press works, you can get your point of view across effectively.
With his characteristic wit and forthright style, Schmertz shows the reader how to operate successfully in a host of other public arenas, from influencing opinion makers, to building alliances with those who share your perspective, to supporting the arts and other worthy causes. Along the way, he shares his own considerable experience in the business world and offers intriguing insights into what makes an effective leader.
Lively and opinionated, "Goodbye to the Low Profile" is bound to raise eyebrows, entertain, enlighten, and establish itself as an indispensable volume for anyone who must venture forth into public view.
William Novak, writer and lecturer, is the coauthor of several books, including the best -selling Iacocca."
