Book Reviews: Effective Public Relations: Pathways to Public Favor, By SCOTT M. CUTLIP and ALLEN H. CENTER. (New York: Prentice-Hall, Inc. 1952. Pp. x, 502. $5.25.)

• Published date: 01 December 1952
• DOI: 10.1177/106591295200500461
• Date: 01 December 1952
• Author: Robert F. Karsch
• Subject Matter: Articles

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what

apparently

does

not

exist)

indicates

clearly

how

very

recent

is

the

development

of

training

in

Britain.

Prior

to

World

War

II,

the

Civil

Service

was

not

large

enough

to

require

an

extensive

and

highly

centralized

training

organization.

In

this

country,

on

the

other

hand,

the

Civil

Service

Assembly

published

its

excellent

volume

on

Employee

Training

in

the

Public

Service

more

than

a

decade

ago,

while

in

many

private

organizations,

training

was

already

well

established.

Extensive

work

in

the

field

during

World

War

II

and

since

has

given

Americans

a

considerable

experience,

has

made

possible

the

development

of

an

extensive

litera-

ture,

and

the

organization

of

the

American

Society

of

Training

Directors.

Americans

well

know

that

the

basic

problems

of

training

are

much

the

same,

whether

the

organization

be

public

or

private.

The

author’s

presentation

serves

to

emphasize

this

point,

and

in

addition,

to

indicate

that these

basic

problems

are

the

same

on

both

sides

of

the

Atlantic.

The

complexity

of

modern

processes

of

production,

in

the

factory

and

outside,

require

training

as

&dquo;an

essential

aid

to

good

management&dquo;

wherever

these

processes

are

employed.

The

fundamental

purpose

of

maximum

usef ul-

ness

of

the

employee

in

minimum

time

is

everywhere

the

same.

The

same

factors

that

govern

the

selection

of

techniques

and

methods

in

one

place

govern

them

in

another.

The

greatest

interest

in

this

book

to

American

readers

lies

not

in

the

revelation

of

new

methodologies

and

concepts,

but

in

the

perspective

which

it

gives

of

the

universality

of

the

problems

of

training.

Its

contribution

in

this

regard

is

a

significant

one.

W.

BROOKE

GRAVES.

The

Library

of

Congress,

Washington,

D.

C.

Effective

Public

Relations:

Pathways

to

Public

Favor,

By

SCOTT

M.

CUTLIP

and

ALLEN

H.

CENTER.

(New

York:

Prentice-Hall,

Inc.

1952.

Pp.

x,

502.

$5.25.)

The

science

of

public

relations

has

its

successful

and

highly

paid

practitioners,

but

few

of

these

have

bothered

to

write

extensively

about

their

work.

Most

articles

in

the

field,

restricted

to

specific

aspects

or

problems,

are

of

a

practical

and

journalistic

nature.

There

has

been

lacking,

for

the

use

of

students

and

practitioners

alike,

a

broad

survey

of

the

theory

and

practice

of

public

relations,

grounded

on

a

wide

spread

of

contemporary

factual

data

and

arranged

and

presented

in

logical

fashion.

The

present

book

appears

to

fill

this

need

admirably.

Its

authors

- a

journalism

professor

at

the

University

of

Wisconsin

and

the

director

of

public

relations

of

the

Parker

Pen

Company -

begin

with

a

full

treats

ment

of

definitions

and

historical

background,

portraying

the

development

of

public

relations

as

a

major

and

vital

phase

of

modern

business

and

government.

They

then

analyze

with

great

clarity

the

elements

involved