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Laermer, Richard ListingsIf you cannot find what you want on this page, then please use our search feature to search all our listings. Click on Title to view full description
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Laermer, Richard Full Frontal PR: Getting People Talking about You, Your Business, or Your Product
Princeton Bloomberg Press 2003 1576600998 / 9781576600993 Hard Cover Near-Fine Near-Fine
Near-fine condition. NO remainder marks or price clippings. Price inside dustcover: $24.95. NO writing or tears inside book. Tighty spine, bright pages. 233 pages. Synopsis Citing the success of the movie The Blair Witch Project as an example of how a firm doesn't necessarily need a big public relations budget to develop "buzz" about a project, the authors (both of RLM Public Relations) offer advice on public relations and how to integrate it with marketing campaigns. The majority of the material concentrates on the business's relationship with the press, with discussion of fashioning a news "hook," providing news "content," and dealing with Internet news. Annotation ©2003 Book News, Inc., Portland, OR Publishers Weekly For a public relations professional, Laermer might have succeeded too well with this book: it could threaten to put firms like his own, RLM PR, out of business. After all, write Laermer and co-author Prichinello in this do-it-yourself guide for snaring publicity, the PR industry's dirty little secret is that "you can create the buzz factor yourself." Among the tips: adopt a media-friendly approach that cultivates friends rather than making enemies; use a host of tactics like embargoes, leaks, source filings and exclusives to your best advantage; and give yourself a leg up by knowing what time-pressed journalists are looking for and handing it to them on a platter. The authors bolster their case with examples of good and bad PR: e.g., how BigStar, an online movie retailer, spun its competition with Blockbuster into a David and Goliath tale, or how Kozmo.com's reliance on the media's love affair with its CEO compromised its ability to deliver on its promises. Some troubling references slip in (Laermer's own staffers watch the movies Wall Street and Boiler Room to get revved up for pitching journalists, and the authors admit "someone once told us that media people often dislike PR practitioners a lot"), but, that aside, this is a valuable road map to the land of buzz. (Feb.) Copyright 2003 Cahners Business Information.
Price:
4.94 USD
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