Extraordinary PR, Ordinary Budget: A Strategy Guide

by Jennifer R. Farmer

The success of an organization, whether it is a nonprofit or an entrepreneurial venture, depends on a proactive and robust public relations arm. According to author Jennifer R. Farmer, the key to breaking through in the media is to follow the CCRR framework: be credible, be creative, be responsive, and be relentless.
For small organizations, public relations may feel like a luxury to be indulged in at some point in the distant future. This book argues that you don't need a multimillion-dollar budget to have a powerful and influential public relations program. Instead, organizations as a whole should be as committed to public relations as they are to the work they are spearheading. Farmer offers sharp insights to better design and implement low- or no-cost PR strategies that can help any organization garner continual media attention and therefore support.
Extraordinary PR, Ordinary Budget makes the convincing case that small and mission-based organizations, in both the public and private sectors, must have a strategic PR apparatus that is central to their work. Effective PR is more than getting media hits and paid placement it's a critical component of organizational development based on relationship building.
"

Genres: Communication, Business

185 pages, Paperback

Published June 26, 2017

About the author

Jennifer R. Farmer is a writer, trainer and activist communicator. She is the author of the forthcoming book, “First and Only: How Black Women Navigate Work and Life (Broadleaf Books).” Her debut book, “Extraordinary PR, Ordinary Budget: A Strategy Guide,” was published in 2017 by Berrett-Koehler Publishers. She is host of the United Methodist Women’s #UMWFaithTalks podcast, where she explores how women of faith engage in social justice concerns, and host of the #FirstandOnly podcast where she discusses the unique challenges Black women face in professional settings and tips to overcome.

Through her writing, Jennifer focuses on everything from her faith to developing better leaders to issues of gender and race. Her work has appeared in publications such as the Blavity, Society for Nonprofits, Chronicle of Philanthropy, CNN, The Root, HuffPost, LifeHack, PR Daily, Red Letter Christians and more.
The founder of Spotlight PR LLC, a boutique firm specializing in communications strategy and training for leaders and groups committed to social and racial justice, Jennifer has provided services to national organizations and celebrities committed to social and racial justice space.
Through Spotlight PR, she works and has worked with a host of high-profile clients including activist, rapper and businessman Michael Render, pka Killer Mike, who is host of the Netflix show, “Trigger Warning with Killer Mike” and one half of the rap duo Run the Jewels, Art, Beats & Lyrics, the Rev. Dr. William J. Barber II, author Edgar Villanueva (Decolonizing Wealth), Bankhead Seafood, and a host of social justice organizations such as the Funders’ Collaborative for Youth Organizing, Repairers of the Breach, United Methodist Women, Religious Coalition for Reproductive Choice and more.
Jennifer’s understanding of the intersection of politics, advocacy and media has helped the leaders and groups she’s worked with standout in a crowded media landscape. She and the teams she has led have booked clients and colleagues in news stories and TV segments in leading print, digital and broadcast media outlets including The New York Times, the Wall Street Journal, The Washington Post, Atlanta Journal Constitution, USA Today, Politico, HuffPost, The View, The Real, CNBC, CNN’s Brooke Baldwin, the Joe Rogan Podcast, The Breakfast Club, HBO’s Real Time with Bill Maher, MSNBC’s AM Joy, and MSNBC’s The Rachel Maddow Show.

Jennifer is a former member of the University of Rochester Board of Trustees’ Diversity Advisory Council, and a member of the advisory board for the National Center for State Courts’ Community Engagement in the Courts initiative. Farmer earned a Bachelor of Arts in English and Political Science from the University of Rochester. She is a devoted mother of two and lives in Northern Virginia.

Reviews

[Thelma Thompson · Rating 4 out of 5]

A well-written book on public relationship skills. The author takes us through her career journey sharing lessons learned as well as her successes. She shares her winning formula which is the distinct usage of” Principles of Extraordinary Public Relations” which are: - being credible, creative, responsive, and relentless. I enjoyed how she applied them in every chapter and her thorough use of real cases for each principle which makes it pragmatic. This book is not limited to individuals in communication and PR but can be adopted by anyone who wants tools to succeed in any endeavor. This book covers everything you need to motivate yourself to implement your goals instead of dreaming but not doing anything about it. It talks to the fears of implementation, of how successful people are not naturals but doers. She explains how fearlessness is fundamental if you want to succeed.
She also guides us on how to use social medial successfully by choosing a platform that is most suitable for your strategy. She explains how you should be creative, relentless but also be able to handle rejection by knowing when to back off. How to develop and use your networks while remaining credible. The importance of having and expanding your communication plan.
The author also references many books that underpin aspects of this book. It is clear that she is well versed in PR and has shared tactics extensively that one can use to succeed in media. I highly recommend this book.

[Abigail · Rating 3 out of 5]

A useful, practical read.

As someone who has PR responsibilities (in a small business with an ordinary budget), there were refreshing reminders in the book on actions one can take, as well as the mental and emotional fortitude that one should build in this profession.

I would have appreciated more organization for the book. The narrative blends useful universal advice and personal opinion with experiences from the author (including names of companies/organizations worked with) all in the same section of text, instead of sectioning them out. Also, some of the motivational/aspirational tones were...cheesy? Like having faith in the process, or putting your faith in your work - it's sprinkled throughout the book, so it wasn't off-putting, but just...a little cheesy.

[Lina · Rating 4 out of 5]

I rarely read business related books but the description really attracted me since I’m a member of an organization I hold very close to my heart.
The book is very based on the author's experience which I personally enjoyed a lot! It is basically a guide on how to put communications in use to break through in a world where it seems like money is everything. It is very easy to understand and straight to the point.
I highly suggest this book to people who want to get an insight into the communications and PR industry.

[Amy Soscia · Rating 3 out of 5]

Extraordinary PR Ordinary Budget: A Strategy Guide didn't hit the mark for me. There were too many common sense items as well as too many generalized items. I wanted specific examples, resources, and the pros and cons of the various options available for PR. Too much of the book focused on the author's experiences and detracted from the practical aspects of how to get the most PR with the least amount of money.

[Rachel B · Rating 1 out of 5]

1.5 stars

Farmer states that communications specialists need to be credible, creative, responsive, and relentless. All very basic things that apply to pretty much every career path.

Farmer claims that this book is aimed at "mission-driven" organizations, but every example given was political, and she constantly used examples from two political campaigns she worked on.

This is quite repetitive and only solidified a desire not to go into public relations.

[Romila · Rating 3 out of 5]

I am a huge fan of non-fiction and business related books. Extraordinary PR, Ordinary Budget 
Happens to be one of the best reads of this year for me. I highly suggest this book to people working in PR and business backgrounds. Definitely can be called as one of the best handy guide book on communications and more. It mentions the ideas, techniques and way to put them to use every well. Highly inspirations and very easy to understand and grab the information.

[Akinlade Akinola · Rating 5 out of 5]

Extraordinary PR, Ordinary Budget is a must read for anyne who intends to venture into the communications and PR industry. It is a handbook that contains not only the four critical principles of communications (being credible, creative, responsive and relentless) it also contains numerous examples and implementable tactics. I strongly recommend.

[Judi · Rating 3 out of 5]

Straight-forward guide to the basics of public relations. Useful as an initial exposure of what to consider to incorporate public relations into general approach.

Received long ago as a Goodreads giveaway

[Merrimac Moran · Rating 3 out of 5]

Insightful communication planning and experience from a professional who knows the ins and outs of advocacy and grassroots PR.