“Unfortunately, a lot of what passes for public relations is lacking because it’s ineffective, irrelevant, and intangible. Negative (or alternatively, overly romanticized) public perception of the industry is fueled by pop culture portrayals that are completely unrepresentative of what real PR work entails,” writes New York counselor Ronn Torossian in his forthcoming book “For Immediate Release: Shape Minds, Build Brands and Deliver Results with Game Changing Results.”

He promises to reveal the “power that modern PR has to help brands innovate, market, and message well.” His goal is to demonstrate that PR is for everyone.

The book will be available around Oct. 15. It can be pre-ordered at BarnesAndNoble.com.