Book Review: Media Economics and Management, by Sathya Prakash Elavarthi and Sunitha Chitrapu

Abstract

Similarly, the “Alphabet Soup of US Federal Government Agencies” would be valuable for my Communication Law and Policy students (p. 142). I find that students slowly grasp the importance of business disclosure, as well as proprietary nonpublic information. A major strength of this book is found within the Agencies and Consultancies chapter. “Pitching and Winning New Business” focuses on the often overlooked need to replace lost clients and grow: “As agency professionals progress in their careers, they generally take on more responsibility for not just managing and servicing accounts, but also helping to ‘make it rain’ by growing existing accounts and consistently winning new business” (p. 168). PR was adversely affected by the pandemic, and it is safe to say that employees who generated new revenues were less likely to be fired during downsizing. Whether entrepreneurship happens within a large agency or a startup, it takes money to make payroll and pay for utilities. On campus, we often preach that our students need to be lifelong learners. So, I was pleased to see this book end with a discussion of the need for ongoing professional development. Target SVP and Chief Communications Officer Katie Boylan writes,