How to be a Good PR Manager – A Guide to Effective Public Relations

Written by Dr. C. V. Narasimha Reddi

About the author: 

Dr. C. V. Narasimha Reddi is presently the Editor of the journal, ‘Public Relations Voice’. He formerly served as Director, Information and Public Relations Department, Government of Andhra Pradesh where he also held various academic and executive positions including, Press Secretary to four Chief Ministers and Advisor, PR.  Dr. Reddi has authored 16 books on Public Relations and Media. His book ‘How to be a Good PRO’ (1974) is known to be the first Indian book on Public Relations. He has also published several articles in national dailies and international magazines. As President of Public Relations Society of India, Dr. Reddi gave a call to observe “National Public Relations Day” on April 21, 1986 which is now being celebrated all over the country every year as a major National PR event. Dr. Narasimha Reddi has various accolades to his name, the most prestigious ones being “The Man of the Year” by the Public Relations Society India (1997-98) and also the Millennium Award for PR Education (2000). 

Book Review

Public Relations is a multi-disciplinary function that is rapidly evolving and its importance is growing each day in all social, economic, and political spheres. Based on his experience of over four decades of practicing and teaching public relations, the author through this book tries to aid the dearth of trained PR professionals and promote public relations literature in the country. 

The book is divided into four major parts: 

1. Participative management: The book starts off with the author defining what management is what makes a successful PR manager. The author says, “Good Managers are not born, they are made. They are fashioned by the experience of business, education, training and realities of the workplace.”
2. Public relations practice in India: This part gives a comprehensive understanding of the public relations profession and how the industry functions. The author also addresses misconceptions about the line of work that distinguishes qualities of good and bad PR professionals. The chapter provides a set of guidelines to bear in mind and ten commandments of a PR Campaign.
3. Attributes of a good PR manager: This portion of the book talks in detail about the role and attributes of a PR manager. The author states and explains eight attributes that make a good PR manager: the four As (Analyst, Advisor, Advocate, Antenna), and four Ps (Personal characteristics, Professional qualifications, Professional skills, and Psychological mind). Dr. Reddi also states the four Don’ts of a PR manager. Towards the end there is a case study and ten golden guidelines for PR Writing.  
4. Great PR professionals: This chapter is dedicated to some of the best PR veterans from India and the US, such as Edward Bernays, Ivy Lee, John Will, Sanat Lahiri and Farrok. S. Mulla, who have made their legacy in this line of profession. 

The book is written in a language so simple, its words stick with the reader. It serves as a comprehensive guide to any person wanting to understand the ABCs of public relations and is also helpful to students budding into this profession and aspiring to become successful PR managers in the future. 

Other Book Review:

– Jab, Jab, Jab, Right Hook

– All Marketers are Liars Tell Stories

– Udita Mehta

Udita Mehta was a part of Class of 2020 of PG Programme in PR and Corporate Communications at SCoRe, Mumbai. She completed her winter internship with Avian WE. And She is now working at

Udita pursued her B.A in Journalism from MOP Vaishnav College for Women, Chennai. She is an ardent storydweller and a budding storyteller. Public Relations to her is a people-centric business and she enjoys being on a mass communication front. She is an avid reader, a film buff, a foodie, and a chai lover. She is passionate about environmental issues, especially water conservation.

She can be reached on Twitter as @mehta_udi and on LinkedIn as Udita Mehta