Medical Writing

While the technical details discussed in this manual pertain largely to the press of the American Medical Association, they are, however, applicable in large measure to other Journals. The value of the book as a guidebook tends to be obscured a bit by the value of the text as a joke-book, although "joke-book" is hardly the proper term to apply, for it can hardly be considered a joke when men with college training and medical school training continue to perpetrate such absurdities as are often to be found in manuscripts submitted for publication. This manual prepared under the supervision of Edward L. Bernays, originator and recognized expert in the field of professional public relations, presents an analysis of the A.N.A. public relations program. The principles, policies, and practices of that program comprising "everything you say or do-everything that has its effect on the public," constitute essentially an introductory course in the profession of public relations. The objective of any public relations program is to place ideas and factual knowledge before the public in the most effective manner. In nursing, Mr. Bernays states, two distinct conditions are necessary, "the first is that you understand the public and that the public understands you; the second is that you meet the needs of the public for nursing service." As listed in the Table of Contents the scope of the book includes: Introduction (by Ella Best); What Public Relations Is (by Edward L. The central approach in the text is in the formation of a national A.N.A. public relations program integrating local public relations activity with that of the national association "so that there is neither confusion, nor waste, nor overlapping , nor duplication in what is done." Every nurse interested in the welfare of her chosen profession has much to learn in this new field and from this new publication; it is not to be regarded as just another text-but rather as a portable workshop in the study of public relations of nursing.