Wholesale communication – a working title

I recently added adjunct professor to my list of titles. I’m the instructor for the UNLV Division of Educational Outreach course titled Fundamentals of Public Relations. It’s one of the required classes to receive the Division’s Certificate in Public Relations Skills.

This year I’m adding another title to my list: that of author. This summer I began working on the concept for a book on utilizing an online newsroom to self-publish and communicate not only with journalists, but with each of your key audiences.

The book isn’t finished or printed yet, so the jury’s still out on when I’ll become a ‘published author.’ Still, after working for nearly a couple decades as a public relations practitioner and strategic communication advisor, I figured it was time to take another professional step — that of becoming an author.

The book has taken a much broader approach to the art and science of business communication. The full working title is Wholesale Communication — How technology changes almost everything — A guide for marketing communications, public relations and advertising executives. The title is still a bit clunky, but you get the picture.

Perhaps I shouldn’t blog about my work in progress, but it does a couple things for me.

One, it holds me accountable. I figure if I let others know I’m working on it, I’ll eventually get asked, “How’s your book coming?” At which point I’d better have a response that includes some progress on my part.

Two, it puts the title and concept out there so I can lay claim to it. In my research I haven’t found another book using the same approach that deals with this subject.

The concept is that technology delivers the tools for professional communicators to bypass media gatekeepers and deliver messages directly to the end user. Today’s role and need for the media middleman is diminished.

It’s the whole concept of buying wholesale instead of retail.

Juxtaposed with this is the new, real-time, two-way communication model that makes authenticity and honesty paramount to any successful communication outreach.

If you have any thoughts or comments as I proceed on this project, I’m happy to receive the feedback.