Trevor Morris and Simon Goldworthy have written a $45 book on PR. According to Seth Brown, freelance writer, they call PR amoral, a tool for good or evil purposes. They define it as planned persuasion, difficult to measure and say that no formal training is required for entry to the field.

I don’t get it. Trevor has worked in the field for over 25 years, built and sold a PR firm and teaches at a university. PR Week describes him as influential in the industry. 

Did he really trash the industry or is this Seth Brown’s interpretation. I am certainly not going to pay $45 to find out, but as a PR major I found the review insulting. A good PR professional has extensive training. And while not required, there is certification. Attitudes and changes in perceptions can be measured and a good PR person is never dishonest.