AS greater demands and expectations are placed on those who practice public relations, PR veteran and author Marc Whitt (pictured) contends that we should advance ourselves to the ultimate level of professional skill and excellence: that of a masterful public relations professional. Achieving the masterful status in our profession should become our North Star – our guiding light, he writes. These individuals are the profession’s “cream of the cream of the crop,” according to Whitt.
But those wishing to reach the masterful level must embrace and practice eight core habits, as Whitt details in his second book, When In Doubt, Make Applesauce! Core Habits of the Masterful Public Relations Professional (CherrymoonMedia, 2022).
Written in a conversational, thought-provoking, and inspirational style, Whitt suggests in 11 chapters that a masterful public relations professional is a model of unquestionable character and integrity, an effective and strategic communicator, an exceptional networker and relationship builder, a “big picture” thinker and bold doer, a master of the mission and brand, an embracer of lifelong learning and available communication technologies, a servant leader and one who is resilient.
Adding to this exceptional book are more than 36 PR masters from six countries who share their wisdom and counsel in essays that support these core habits: Seth Arenstein, editor, PR News and Crisis Insider; Farzana Baduel, CEO, Curzon PR, and PR expert in residence at The Foundry, University of Oxford; Dr Beth Barnes, professor emerita, Department of Integrated Strategic Communication, College of Communication and Information, University of Kentucky; Dr Bruce Berger, professor emeritus of Advertising and Public Relations, College of Communication and Information Services, and founding director of The Plank Center for Leadership in Public Relations, University of Alabama; Jay Blanton, chief communications officer, University of Kentucky; Dr Felicia Blow, 2022 national chair of the Public Relations Society of America (PRSA) and associate vice president for development, Hampton University, APR; Roger Bolton, president, Page; Deirdre Breakenridge, author, Executive Media and Communications Trainer, and PR strategist; Tina V Bryson, director of communications, Christian Appalachian Project; Chad Carlton, CEO, C2 Strategic Communications; Orla Clancy, founder and editor-in-chief, Strategic; Dr Jeanette DeDiemar, vice president for University Advancement & External Relations (Retired), Texas A&M University – San Antonio; Gini Dietrich, founder and CEO, Spin Sucks; Cliff Feltham, media relations manager (Retired), Kentucky Utilities Company; Jenni Field, founder, Redefining Communications, author, international speaker and host, “Redefining Communications with Jenni Field” Podcast; Dr Jim Gleason, professor emeritus of Communication, Eastern Kentucky University; J Alex Greenwood, principal and owner, AGPR, and host, “PR After Hours” Podcast; Kirk Hazlett, APR, fellow PRSA, adjunct professor, Communication, The University of Tampa, faculty adviser, UT PRSSA/UT Ad Club, PRSA Board of Ethics and Professional Standards, and director/ethics officer, PRSA Tampa Bay; Francis Ingham, director general, Public Relations and Communications Association (PRCA) and chief executive, International Communications Consultancy Organisation (ICCO); Bob Jensen, senior managing director, Strat3 LLC, and former principal deputy assistant secretary, US Department of Homeland Security; Katie Neal, associate vice president, Media Relations, TimelyMD; Stavros Papagianneas, managing director, StP Communications, Brussels, and founder, Steps4 Europe and author; Dr Pam Parry, professor of Mass Media, Southeast Missouri State University, and author; Ben Pinnington, founder and managing director, Polaris Media Management, and author; Dr Kathy K. Previs, professor, Public Relations, Eastern Kentucky University, and instructor, Journalism and IMC, West Virginia University; Deborah Radman, CEO, Radman Communications LLC; Rachel Roberts, president, Chartered Institute of Public Relations (CIPR), and founder and CEO, spottydog communications; Morgan Roth, chief communications strategist, EveryLife Foundation for Rare Diseases; Linda Rutherford, chief administration and communications officer, Southwest Airlines; Annie Scranton, founder and president, Pace PR, and host, “The PR Pace” Podcast; Ericka Bahner Seifried, marketing communications professional and arts consultant; Dr Jane Tonge, FHEA, owner and director, BOOST Communications and Training Ltd.; Emma Warburton, account director, Weber Shandwick (Manchester, UK); Martin Waxman, MCM, digital strategist, LinkedIn Learning instructor, and president, Martin Waxman Communications; Mary Beth West, senior strategist and co-host, “#MsInterPReted” Podcast, Fletcher Marketing PR; Matthew Winston, executive director of Alumni Engagement, Binghamton University, and founder/principal, The Winston Advisory Pack; and Nancy Wiser, president, Wiser Strategies, APR, fellow PRSA.
When In Doubt, Make Applesauce! is available in print and digital versions at Amazon and at most leading booksellers in the United States, Austria, Brazil, Canada, France, Germany, India, Italy, Mexico, Japan, Poland, Singapore, Spain, The Netherlands, United Arab Emirates, the United Kingdom and Ireland.
© 2022 Strategic Communications and Publications. Registered in Ireland: 659272