FOREWORD
I am flattered that Clarke Caywood asked me to write a preface to this book, which covers essentially every facet of the communications business—a field I have worked in and loved for over a half century.
Shortly after I joined a fellow named Max Cooper, who had a small PR firm in Chicago, I made a cold phone call that led to the growth of our company. This call was made to Ray Kroc, who had a handful of restaurants nobody ever heard of—named McDonald’s. Our first priority was to help them gain awareness—and thus sell franchises, which we accomplished through old-fashioned publicity techniques. As they, and we, grew, we had to deal with all the disciplines you will read about in this book.
When I started, the public relations business ...
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