Communication Wars

I must say having a new book out is a heady experience. As a matter of fact, I am still pinching myself. My book is called "Communication Wars: Our Internal Perpetual Conflict." It was published this past January by Cognella. As I write this, Cognella's marketing team is escalating efforts to let audiences know of the book's existence. They view the primary audience as being the communication departments of colleges and universities. The hope is they will use it as a text for one of their classes. Naturally, I hope that happens, too. Besides personal benefit I would derive from its sales, the book provides communication students with a different perspective on the impact of communication, particularly as it applies to the every day lives of people.

All of us have basic needs that define us for who and what we are. They arrange from feeling good about ourselves to gaining the acceptance of others to our ability to adapt to an ever-changing environment. It is these fundamental needs that help shape and even drive decision each of us make in how and what we communicate to and with others. That is the premise of this book. It represents a different perspective on the array of public relations texts currently on the market that focus on the mechanics of public relations, various outreach strategies, and how one can be an effective professional communicator.

One reason I view this as being of importance to public relations practitioners as I see it giving them greater insight into how best to connect with others and help build bridges between various publics. If even know what drives and/or motivates people, then we have a better chance of coming up with strategies that speak to those elements. Additionally, for non-professional communicators, the same insight can also provide guidance in helping them maintain viable personal relationships with others. As it remains an ongoing challenge, the more understanding we have of communication, the better we will be as citizens, neighbors, parents, children and friends.