BOOK REVIEWS The Mind of the CEO PR’s role in helping CEO meet changing expectations By Jeffrey Garten There’s good news and bad news for PR professionals in this collection of interviews by Garten (Business Week columnist and dean of Yale School of Management) and some of the most powerful CEOs in the world. While the majority of these CEOs acknowledge that there are now societal expectations of big business operating in multiple markets, they are wrestling with the challenge of meeting the expectations of a new raft of legitimate stakeholders, whilst still delivering corporate growth and prosperity. ------------------------------------------------------------------- Qualitative Research Methods in Public Relations and Marketing Understanding and learning about the process involved in qualitative research By Christine Daymon and Immy Holloway (both from Bournemouth University) This is a practical and highly accessible guide for novice researchers interested in conducting qualitative research in public relations and marketing communications. Key features are: theoretical background and practical guidelines; hints for using the Internet; tips for overcoming problems and difficulties; comprehensive references; many useful examples, boxed features, summaries, and overviews; and illustrations from international contexts. Both books are available from www.dymocks.com.au

PR Influences Australian Public Relations Newsletter. Article: PR Books: The Mind of the CEO - role of PR in changing expectations. Information Content: Media & Media Relations, Corporate Communications