Book Description

A new entry in this market, Public Relations Campaigns and Techniques projects the role of PR into the 21st Century with a focus on the use of technology, current trends, and the globalization of the PR function. This text blends theoretical and practical PR approaches into the development of a wide array of campaign issues, products, information, crisis, and special events (devoting a full chapter to each). This balanced discussion of theory and practical applications helps readers understand the whys and hows of successful PR campaigns. With this book, readers will learn the similarities and differences between specific types of campaigns and the practical points to consider when conducting research, planning, communicating, and evaluating.Whether the reader is a student unfamiliar with the process of public relations or a PR professional, this book provides the guidelines needed for a meaningful and productive campaign process. For anyone interested in marketing, advertising, and public relations. ... Read more

Book Description

Creative input is inevitably required of the PR practitioner and yet there is a lack of real understanding of the mechanics of the processes involved. This book seeks to address this situation, to enable public relations practitioners to understand creativity. the creative process, how it works, how it can be managed, and how to improve individual creative skills. ... Read more

Reviews (1)

It's a real heavyweight book with lighter moments.
It's probably the best summary and introduction to understanding howwe go about being creative. It is of general interest beyond the public relations field ... Read more

Book Description

Public Relations Writing: Principles in Practice is a comprehensive core text that guides students from the most basic foundations of public relations writing-research, planning, ethics, organizational culture, law, and design-through the production of actual, effective public relations materials. Now published by Sage Publications, this edition has been updated throughout to include current events and Web addresses. Core content includes such subject areas as news and features, writing for print and broadcast, persuasive communications, newsletters and employee communication, annual reports, brochures, direct mail, global communication and the Internet.

Features of This Text

Authors Donald F. Treadwell and Jill B. Treadwell equip students with the knowledge and skills they need to build a foundational background in public relations, including a capstone events chapter that details event planning and writing for exhibits, speeches, and collateral materials. Public Relations Writing: Principles in Practice is ideal for use in public relations writing, media writing, public relations, and advanced public relations courses.

Reviews (1)

lots of good information
The book is barely 500 pages long, but it has everything that anyone would possibly need to know about public relations. There are tons of public relations tools, such as the news release, press release, flyer, public service announcement, pamphlet, brochure, newsletter, fact sheet and media list, and they are all introduced very clearly. This text was required for a course I took in college over a year ago, and I chose not to sell it back to the school because it was so useful. It's great for entry-level workers that are trying to get acclamated to the business of public relations. ... Read more

Book Description

A GUIDE TO GUARANTEEING YOUR BUSINESS SUCCESS
Everything You Need to Know to Get Your Products, Services, or Expertise into the Public Spotlight—and Stay There!

Praise for Edward Segals Getting Your 15 Minutes of Fame— And More!

"In Edward Segals Getting Your 15 Minutes of Fame—And More!, readers will discover the ease of becoming famous as well as the ways to handle fame. The book demystifies the mysterious process of obtaining free publicity and does it in a wonderfully readable and engaging style. The book is so well written that enjoyment and enlightenment go hand in hand."—Jay Conrad Levinson, author of the bestselling Guerrilla Marketing series of books

"Edward Segal perfectly captures the challenges, opportunities, and rewards of fame, and provides all the tools you need to help achieve your desired level of public recognition. Great reading!"—Sergio Zyman, author of The End of Marketing As We Know It—Former chief marketing officer of the Coca-Cola Company

With this book, public relations guru Edward Segal does for you what hes done for more than 500 high-profile clients nationwide: he helps you to achieve and manage the fame you crave and deserve. In lively, bite-sized chapters—peppered with revealing anecdotes about and quotes from notables in the worlds of business, high technology, entertainment, sports, and more—Segal arms you with proven tools and techniques for getting your company, organization, or self squarely in the public spotlight, and staying there. Throughout the book, youll also find instructive, often hilarious "Hall of Fame/Hall of Shame" accounts of some of the most successful and disastrous uses of these techniques.

Reviews (3)

Excellent How-To
Getting Your 15 Minutes of Fame and More! is about just that. Well written, this book is for fame-hunters or those who want to understand how to attain fame. Loaded with useful ideas!

Just as good is Michael Levine's Guerrilla PR: Wired, which also explores how to get noticed. Both books deal with how to have a NAME.

Segal knows what he's talking about--he's done it for hundreds of clients before, making sure people not only talk about them, but keep talking about them. Still, if having fame--or infamy--isn't the whole shebang to you, you might want to give it a pass.

How to get squarely in the public spotlight, and stay there
With this book, public relations guru Edward Segal does for you what's he's done for more than 500 high-profile clients nationwide: he helps you achieve and manage the fame you crave and deserve. In 87 lively, bite-sized chapters-peppered with revealing anecdotes about and quotes from notables in the worlds of business, high technology, entertainment, sports, and more-Segal arms you with proven tools.

These techniques will get your company, organisation, or self squarely in the public spotlight, and staying there. Throughout the book, you'll also find instructive, often hilarious "Hall of Fame/Hall of Shame" accounts of some of the most successful and disastrous uses of these techniques.

Edward Segal is president of his own full-service public relations agency, Edward Segal Communications, based in Washington, DC. He is one of North America's most well-known PR experts, proving public relations counsel to Fortune 500 companies, government agencies and trade associations. His articles have appeared in the Washington Post, the New York Times and the Wall Street Journal.

Comprehensive. Easy to Use.
In today's rush-rush world, anything we can do to attract the attention of potential customers is worthwhile. An incredible amount of messages are competing for the attention of the people we want to reach. Whether you're running a business, offering professional services, running for elective office, or promoting a book, it's important to have your name in front of your public.

Quite a few books have been written over the years to help us get our name into the public spotlight. Some have really sound ideas; others are mere sound. With all these books and a plethora of public relations firms, do we need another guidebook? I approached GETTING YOUR 15 MINUTES OF FAME with a skeptical "here we go again" attitude. I was pleasantly surprised.

Ed Segal, a recognized master in the field, has provided us with a powerful volume of ideas and techniques. The book is delightfully easy to read, with 87 short chapters that each focus on a specific methods of spreading your message. I read the book from cover to cover (316 pages), but this work effectively serves as a reference guide. The strong table of contents and index make it easy to find what you're looking for.

The text is organized into seven major areas: How to Get from Here to There (lots of interesting background information about public relations), Getting Your Act Together (insights and how-to tips), Eight Gateways to Fame (the most frequently used channels and how to use them), Tools of the Trade (a wide range of techniques and tactics), Get Their Attention (a treasure of promotional ideas), From Fame to Infamy (how to protect yourself against bad press), and "Thanks for Having Me Back, Oprah" (measuring your success and keeping it all in perspective). The book's resources section is supplemented by the author's web site. Clever idea: Segal can post fresh examples and ideas on his web site to manage a dynamic, ever-changing relationship with his readers. This is a long-term thing, not just read a book and forget it. I liked the way the author cross-referenced the chapters. Whenever other chapter(s) might have a bearing on an approach or idea, there's a reference to the other chapters so the reader can keep it all connected. In spite of all the work I've done to promote myself, my firm, and my work over the past two decades, I learned a lot from this book. I recommend GETTING YOUR 15 MINUTES OF FAME for experienced promoters as well as those readers who have been there, done that. ... Read more

Book Description

A concise guidebook for managers and executives on how to successfully handle the outside forces that shape success: the news media, government, activists and special interest groups, shareholders and employees -- with special emphasis on crisis management and damage control, establishing the right persona, the uses of spin, why public opinion doesn't count, and doing the right thing. Tightly written, Charles Schwab, chairman and CEO of the Charles Schwab Corporation says of it, "A first rate and must have guide for senior executives. Thoughtful, authoritative, and highly readable." Robert L. Woodrum, Managing Director of Korn-Ferry International says, "a very strong and much needed book. Managers on their way to the top and those already there will find this a very helpful guide." Says Gary Simpson, Vice President of Varian Associates, "Should be on the required reading list for every one of our graduate schools of business, as well as for any senior level manage!r who believes he or she has a shot at the executive suite." ... Read more

Reviews (1)

Use PR to play the game and win!
In this useful book, Ron Rhody compiles public relations strategies and applies them to running a business through the metaphor of playing a game.Rhody highlights specific public relations techniques and creates a dynamic presentation of short chapters.Despite the title, he fills the book with effective tips an aspiring young businessperson, or a CEO should take into consideration in this new millennium.Rhody attempts to dispel myths about public relations, and instead provides the reader with a fundamental knowledge base of public relations as a tool to success.After finishing this book, the reader will know how to handle outside forces that could constrain or advance any initiative, and be able to apply this knowledge in a strategically successful manner.Rhody uses a playbook theme throughout the book, which minimizes scholastic jargon and puts the concepts into terms the reader can relate to.The feel of the book is that Rhody is actually talking the reader.The text is like a conversation, quick and easy to read.Overall the book is well written, but lends itself to two main criticisms.The book is written in an editorial style, but contains some needless and repetitive interjections.Also, the book does not serve as a reference or easy-use manual, like most instructional texts.The only way to absorb the information in the book is to read every page from cover-to-cover.The book closes with a single-page chapter filled with quotes Rhody calls "A few rules for the road."The first, The Clausen Cannon, says, "Under promise. Over perform."Rhody includes six more bold-type quotes that serve as a nice finish to a great book. ... Read more

Book Description

The mission may be profound. The lecturers may be knowledgeable. But without a solid management and systems game plan, a speaker's bureau program wastes time, effort, staff, and of course, capital.Introducing Managing a Public Speaker Bureau, the first step-by-step resource dedicated to helping health and human service organizations recruit a team of worthwhile lecturers, put them in front of interested audiences, and effectively evaluate the results. Authors Gambescia and Gonzalez have addressed this straight-ahead book to busy administrators who need to know the essentials of managing a public speaker bureau:

• Establishing a clear strategic purpose;
• Recruiting and training speakers;
• Generating publicity;
• Ensuring the right fit between speaker and audience;
• Monitoring, feedback, and audience satisfaction.

Book Description

Marketing and public relations have become central to the success of a museum institution. Without effective use of both, museums of all kinds will fail to maximize their potential and fulfill their financial and cultural missions. This definitive guide describes the role of marketing and effective marketing and public relations techniques any museum or heritage site can utilize. ... Read more

Book Description

2 cassettes / 3 hours
Read by Leigh Steinberg

"There really is a Jerry Maguire. Only he's not some schlumpf struggling to make it on a wing and a prayer like Tom Cruise in the movie. . . . His name is Leigh Steinberg, and he's been cultivating a choirboy image for twenty years. He also happens to be the pre-eminent sports agent of our time."

--San Francisco Examiner Magazine

"This is a book about the process of negotiation. Which means that this is a book about life."

Leigh Steinberg is the premier agent in sports. He has negotiated over $2 billion in contracts for the athletes he represents--who include Troy Aikman, Steve Young, Drew Bledsoe, Kordell Stewart, and Warren Moon--but he has also spent twenty--four years as a sports agent living by a strict personal and professional code of ethics. Steinberg's philosophy of ethical dealings and responsibility is well known in the sports world--and well known to moviegoers as well, because Steinberg's way of doing business was a model for Cameron Crowe's wildly successful film Jerry Maguire and the "manifesto" of business ethics that was the premise of the film.

Steinberg has always believed that negotiation is about more than the bottom line: the most successful business dealings are not always the ones that pay the most; they are about balance, perspective, objectivity, and values. A success in business must also be a success in one's own life. And in his book, Steinberg shares the secrets of successful negotiation, breaking the process down into the essential steps, from "Orientation" through "Making the Deal," and giving step-by-step practical and inspirational advice that will get any two people or parties, in any situation, to come to terms.

Full of great inside sports stories and characters, Winning with Integrity is an intelligent, insightful, and inspiring guide to the art of negotiation in business and in life--from the most successful businessman in sports.

"It's fashionable now, after the movie, for a lot of agents to talk about heart, but Leigh was the only one talking like that in 1993, when I began research."

--Cameron Crowe, director of Jerry Maguire
... Read more

Reviews (18)

Sound principles from a master negociator
It's been said that if you want to learn how to be succesful, you go and talk to a person who is successful. In the area of negociation, few parallel what Leigh Steinberg has accomplished.

I dissagree completely with anyone who says this is an autobiography. Steinberg uses the lost art of storytelling to convey his principles, that's all. But I suppose if you prefer textbook, "gimme just the facts" sort of reading, you'd be disssapointed. Instead of slapping you across the face and saying, "Do this, and do that," Steinberg offers examples from his own life's experience. And, frankly, I'd rather learn from his experiences than from someone less successful.

The priciples are simple, yes. The best principles always are. But who practices them perfectly? I noticed flaws in my negociation abilities as I read this book, and I have made some changes for the better because of it.

...zzzzzz
Winning with Integrity is a great self help guide for the Jerry Maguire to be. The author helps the reader to realize that it is all in negotiating. Whether it is how successful you are in life to life in general if you cannot negotiates well, you'll go nowhere.
Even though the author does seem a bit self absorbed the reader is able to see how negotiating well will help you get ahead. Leigh Steinberg has negotiated more than 1 billion dollars in contracts for the athletes he represents famous athletes such as, Troy Aikman and Kordell Stewart he also spent 24 years as a sports agent living by his own strict moral rules. Mostly everyone in the "sports world" knows of Steinberg and they follow his moral standards. He was the inspiration for the film Jerry Maguire, "SSHHHOOOWWW MMEEEEE TTHHHEEEE MMMOOONNNEEEYYYY!!!!!''

Disappointing.
This book is pretty much a joke. There are some useful points on negotiating, but by and large the author goes out of his way to pat himself on the back for his career success. Obviously Leigh Steinberg has plenty of lessons to teach aspiring negotiators, agents, etc., but a more even approach--i.e. listing actually conflicts or problems (as opposed to those that amazingly Leigh resolved through sheer brilliance and perseverance)--would have made for much better reading.

Want to learn about negotiation with sports world examples?
For a recently college graduate and moderate sports world observer with little experience negotiating in a business environment, this book was a pleasure to read. The concepts in this book are on or above par with my textbook on negotiation. However, I specifically enjoyed how Steinberg illustrates important concepts with stories involving the ever interesting personalities of professional sports. From establishing values to finalizing the contract, this book is efficiently organized to lead through the negotiation process. Also, at the end of each sub-chapter is a summary of the key points of the reading. Winning with integrity isn't easy in general, let alone in the ruthless world of sports agents. Leigh shares his experiences that have lead to his success in this fun and insightful book.

Awesome Framework for Negotiating!
I found this book to be a real treasure and entertaining at the same time. And best of all, you don't need to be a sports fan to appreciate the examples Steinberg uses.

It is a shame that some readers have found this book shallow and only written to brag about his exploits. They are missing the real point of the book and the positive outcomes that can happen from true negotiating, not just getting what you want. If you are looking for a book on 'How to be Persuasive and Always get What you Want', this is not your book.

Rather, it helped me build a solid mental foundation and framework when I enter negotiations. Also, you need to have the right attitude when you enter negotiations. This book will help you.

There are some remarkable examples that provided me with some real insights on perceptions. It opened my eyes that the world I see is not what everyone else sees. With his examples, I began to see how that applies to the business world as well.

I own a company that provides HR and OD consulting and I get emails EVERY day about hostile work environments. In many cases I refer them to this book to make sure their perception of the problem is on track with the problematic person.

If you are looking at this book for ANY reason, I suggest you buy it. Also, because of all the famous people involved in the negotiations, it was an easy read. ... Read more

Book Description

"This is a savvy, straightforward, and smart book. It tells you the things you need to know--from how not to look bad on television--to how not to look stupid in any medium. I liked its pragmatic approach. I work part time as an on-air news commentator at our local CBS affiliate (KIRO-TV), and I see a lot of academics try to get their point across and fail miserably. Or worse, they never get the media interested enough to put them on. I really think this book will help them. In fact, I think the authors should get these stations to send this book to their guests. It would definitely help both parties!" --Pepper Schwartz, University of Washington Do you know the "rules of the game" when dealing with the media?How do you get your views on the New York Times Op-Ed page? When the local newspaper calls, asking for a quote on a topic on which you are only marginally familiar, how do you respond? Why do you repeatedly see the same colleagues on television? Many scholars like yourself will come into contact with the media during the course of their careers. But, few know enough about the inner workings of the media to ensure that their views are not distorted or left on the cutting room floor. Noted criminologists/sociologists James Alan Fox and Jack Levin demystify the workings of the press and other media and give you concrete, practical advice on how to effectively work with them in this handy book. The authors have extensive media experience--their own NPR radio program, voluminous op-ed columns and quotes in the papers, and stints on TV shows from Geraldo to Face the Nation. Their wealth of knowledge will help you, the scholar, know what to say and how to say it the next time CNN or the Washington Post calls. ... Read more

Reviews (1)

Sound Advice
If you want to get favorable media coverage, read this book. These two professors describe how to get a wider audience for your ideas. They have the credentials. In the back of the book there's a summary sheet on each one telling the extensive media coverage they're received, locally, regionally, and nationally.

They argue that one's academic credibility is enhanced by media coverage. But, in working with the media, they point out, a news source has to be ready when media people need them. It may not necessarily be at the convience of the interviewee. The first step in getting in the arena is to prepare a one page, media friendly fact sheet, listing your content areas and an overview of your background. Next, learn the players, who the gatekeepers are and "work the system."

Keep in mind, you're talking to the masses. Don't lecture. This isn't a university class. Keep it simple and easy to understand. Write for the general public. Op-ed columns, magazine articles, and newspaper features are ways of gaining initial media attention.

There's some very practical advice in this book. I've worked in both arenas, the media and academe. I can see how the two sometimes miscommunicate. This book goes a long way in breaking down those communication barriers. ... Read more

Book Description

Preparation is the key to a successful round of business golf and this book is your business advisor and golf pro all in one.It is packed with eighteen holes worth of insights and techniques for playing business golf and developing client relationships.Through a variety of business topics and tips, this book will also help you create more time to host a guest and close a deal.A scorecard is enclosed for you to record your score.Detail answers are provided to measure your results. ... Read more

Reviews (9)

A great investment. Required business reading.
Author Mike Smith is articulate and delivers a highly organized, common sense look at how to comport oneself while on the links w/ a client. All 18 chapters give you the chance to score your "game" versus what may be your competition! A fun, quick read choc full of great advice. Go for it!

Refreshing
In this age of ethical confusion detached from traditional sources of guidance Mike's delightful compendium of observations is refreshing indeed. This slender volume poses and answers disarmingly simple questions that often lead to exquisitely delicious reflections on morals and mores.

You'll love it if you love golf or life.

Fun to read - excellent insight
Mike Smith's book is packed with tips that are very helpful both on the golf course and at the office. As a re-emerging golfer, I found it helpful for my golf game and etiquette, and it has given me useful insight into running my business.

Fun Reading For Entrepreneurs and Golfers
If you're an entrepreneur who likes to play golf or if you think playing golf could be a good business networking opportunity for you, you'll enjoy reading "Business-To-Business Golf: How To Swing Your Way To Business Success" by Michael Smith.

Smith divides his book into eighteen chapters, one for each hole of golf. Smith begins by posing a question about business-golf etiquette, answers it, and then discusses solid business ideas based upon his experience in the financial services industry and as an entrepreneur in the field of manufacturing.

On the 6th hole, Smith gives us this scenario: "... You're on the green putting for a birdie from about twenty-five feet away. Your guest is standing quite close to you and does not seem to realize how much it is bothering your concentration. You wish to communicate using one of the following:"

Smith gives three possible golf-etiquette answers:

"A. Wave your arm at your guest to have him or her move a little and say nothing.

B. In a pleasant way, ask your guest to move away since it is bothering you.

C. Don't rock the boat since this is an important client and you do not want to miss any sale opportunities. Go ahead and putt."

What? Whack the guest on the shin with your putter is not an option? Smith says the correct answer is B because it shows diplomacy and shows you're willing to confront problems without hesitation. Smith says C is the worst choice because it may indicate a personal weakness your guest is trying to probe--a lack of assertion which might well lead you to hide problems from the client.

On the 8th hole, Smith poses the question: "...Your second shot finds you just off the fairway in the rough. While addressing the ball, you inadvertently touch the ball with your club and the ball moves from its original position about an inch or so. You know full well that the golf rules mandate a one stroke penalty."

What do you do? Smith gives these choices:

"A. Do not worry about it since your guest was on the opposite side of the fairway and could not have possibly noticed.

B. Your intention is to say something but wait until later in the round.

C. You immediately add the penalty to your score and hit the ball. You advise your guest right away of your score."

The birdie (correct answer) is C. However, since the film "The Legend of Bagger Vance," I question people who call strokes against themselves for just touching the ball. Are they really just being honest or are they sacrificing an insignificant golf stroke to impress me with their Matt Damon honesty?

So, maybe, if you are playing the skeptical, untrusting sort, it's better to ignore the minor touch. Or, if you feel it's really a question of ethics, take a huge swing and run it over the top of the ball! Personally, I feel that the rules of golf should be changed to exclude any stroke, excluding putts, which moves the ball less than about five feet!

Many of the golf-etiquette lessons are pretty basic, but some are also more advanced and could really help you in a business-golf situation. For example, I didn't know that the rules of golf disallow a person to search for a ball for more than five minutes.

While half of "Business-To-Business Golf: How To Swing Your Way To Business Success" is devoted to golf etiquette, the other half is devoted to business lessons entrepreneurs will find useful.

For example, Smith tells us about the 80/20 principle which says that for many businesses only 20% of all customers account for 80% of the company's sales. Smith compares business measurements to golf scores. How can you know how well your company is doing if you don't keep proper score?

Smith writes: "Do you list your most important statistics? Can you readily assess your key costs? How are your sales listed--by type of units or services, volume or profitability? Who are your most profitable customers? Why do they place their business with you? Are there others that you can add to your list of key customers? Do you know what your tip customers represent in overall sales to your business?"

Smith suggests listing your top 20% of customers by both gross sales and profitability and then looking for similarities between these customers so that you'll have more insight into finding profitable customers.

"Business-To-Business Golf" also contains a short glossary of golf terms (bogey is one over par, birdie is one under par) and a short list of some basic golf rules which people new to golf can use.

Overall, if you enjoy golf (or, are just learning to play it) and you enjoy reading about business, you'll probably enjoy Business-To-Business Golf.

Peter Hupalo, Author of "Thinking Like An Entrepreneur."

"Must" reading for serious business golfers
Mike Smith's book did more for me in one round of golf than any other book I have read about business relationships. It is easy to read, packed with useful information and will help you avoid making mistakes in etiquette that could cost you a lot more than the cost of the book. It is written for golfers but Mike's common-sense approach to creating successful business relationships is transferable to any situation. As far as golf books go, it's an eagle! ... Read more

Book Description

Developing the Public Relations Campaign takes a simple, easy-to-follow approach that helps students develop a public relations campaign in a service-learning environment.Public relations and persuasion, applying theory to public relations campaigns, the public relations process, professional responsibility in public relations, and international, multicultural and gender issues in public relations.Public relations campaigns and advanced public relations. ... Read more

Reviews (1)

a highly fragmented reader
This book is no more than a highly fragmented reader containing a collection of material from the grey-circuit. It's a disappointment. I was expecting a comparative analysis of modern European public relations.In a globalised world, the Anglo approach is obviously part of the European one.Today, even insiders who may well be experts in their own countries, need to look outwards! Being so fragmented and bitty, it does not begin to present coherent a critical framework for understanding modern European public relations. ... Read more

Reviews (7)

Great Primer on Music PR
This was one of the early books I read on music publicity. Pettigrew offers solid advice on how to put together press kits and give the media what they need to cover your music. You'll need to continue your PR studies beyond this guide, but it provides a darn good start. -Bob Baker, author, "Guerrilla Music Marketing Handbook: 201 Self-Promotion Ideas for Songwriters, Musicians & Bands"

Good basic info, but dated
This book is probably of use to musicians who have no experience with publicity. I am a publicist who has represented authors and companies. I bought the book looking for information that would give me an understanding of specifics that are unique to music industry publicity. While this book provided a little of that information, I found it more helpful to confer with other music industry publicists, instead. This book does give you basics on what to include in your press kit and how to find some media contacts.

The book is obviously dated and could use with a revision, especially in the technology area, which has revolutionized how publicity is done. If you are a complete beginner, this book can be helpful, but you will need a lot more to launch a truly successful campaign.

A Must Have!
As a singer looking to make a living out of the music industry, I was looking for a quality book such as this, to save me time and money while promoting my talent by making it public. It's a "user friendly" read, and offers professional, time saving advice and examples, forcing one to take a professional attitude with publicity, and making actual steps in moving forward. The contents of this book are so well done, it even makes for an excellent reference tool, as well. GET THIS BOOK, and I'll see you at the top!

If your a musician starting out, look into this book
This book is a good start for any new artist who is looking for a quick understanding of the music industry. Jim Pettigrew Jr. includes guidelines for many different positions with music publicity. I used this book for an internship in music publishing and I found this book to be very informative. There is a fairly large section on how to create press kits that was very instrumental for any new musician looking to gain publicity. Pettigrew Jr. makes sure to provide information on all aspects of music publicity, including the importance of the press kit jackets to the process of finding a photographer. The book is easy to read and techniques are simple to understand. Pettigrew Jr.'s guide is an essential tool for anyone involved in the music industry.

Good info about press kits, but dated internet information
This book was an invaluable resource on preparation of press kits, even including visual samples of the different components of them. It had considerably less information on other facets of publicity, but enough to give a publicist (or band, or label) direction.

The internet information was mostly quaint, and even laughable at times: "There are numerous sites on the Web now. By the end of the decade, they'll number in the thousands."

Despite its dated internet information, this book was very informative from all levels of publicists or musicians. ... Read more

Book Description

This book reflects the intense discussion that is taking place on the nature of public relations and its role in developing and supporting management strategy. It is aimed at seasoned public relations practitioners and students who, may be aware of the requirements of the tactical profession like media relations, trade shows, publicity eventsbut still struggle with overall management strategy. Clearly explained and using case studies from around the world, this is a title for those who wish to explore strategic theories and models in corporate communications management. ... Read more

Book Description

This straightforward and practical guide takes the reader step-by-step through a PR campaign.It provides a valuable overview of the main areas of work involved, including: ethics and the law; working with photographers; working with printers; working with publishers and the media; working with designers; crisis management; and new developments in technology.This completely updated second edition includes new information on professional advisers, spin doctors, PR in local government and financial PR. ... Read more

Book Description

This fully updated guide to the theory and practice of public relations outlines the professions' core principles and explains how to develop a variety of public relation strategies. Drawing on recent communication theory, partnering with the media is explained, including how to effectively integrate print, electronic, and other forms of communication to reach specific groups and individuals. Employing timely case schedules, this book stresses the complexities of internal and community relations as well as a number of keys to crisis and event management. ... Read more

Reviews (1)

Unique
The Science and Technology of Terrorism and Counterterrorism examine some topics that you might find in other texts but in a more understandable format and with greater depth. It goes beyond this in that it covers so much more that is unique in a variety of areas such as the theory of terrorism and technology, the group psychology of terrorism, aerosol science, sensors (one of the most complete works on chem., bio and nuclear sensors that I have seen), medical preparedness, training and homeland security infrastructure. It is concise and timely and is written by a distinguished group of scholars with a broad range of expertise to thoroughly cover all of these complex topics. ... Read more

Book Description

There is no doubt that in today's business environment, it is becoming increasingly difficult to manage customer relationships profitably. In response, most major organizations have embraced CRM as the way of the future and have invested millions of dollars in CRM technology and processes.

But the hard fact is that, inadvertently, most CRM initiatives fail, crashing upon the rocks of duplicated effort, incompatible business solutions, wasted investment, and an increasingly inconsistent customer experience. But it does not need to happen this way.

CRM can indeed be a powerful strategy, but knowing what
it is and what it can do is simply not enough. That's where Performance Driven CRM comes in. It goes beyond what CRM is and what it can do for your organization, and offers a proven approach that shows clearly and quantifiably how to accomplish your CRM vision. But it doesn't stop there.

Performance-Driven CRM:
- Ensures that your CRM vision becomes reality and fosters
a cycle of continuous improvement.
- Delivers the skills needed to identify when customer
expectations change and how to respond to them.
- Describes the three critical performance programs
necessary to ensure enterprise-wide CRM.
- Provides a performance management program that
measures and monitors customer needs, organizational competencies, and quality service.
- Offers highly practical, hands-on, and proven tools for measuring and monitoring CRM initiatives: checklists, quizzes, work steps, planning templates, and more.
- Features case studies and best practices from organizations including FedEx, Marriott, DuPont, Honeywell, Nortel
Networks, Capital One, Radio Shack, and Sears.

Performance Driven CRM provides what has been missing up until now from the world of CRM: standards of performance and a balanced scorecard approach for your customer care initiatives. Performance Driven CRM keeps your CRM vision relevant, alive, and achievable, enabling you to drive successful and lasting CRM change. ... Read more

Reviews (8)

Energy is a worthwhile thing. Save it!
Energy is a worthwhile thing. Save it and skip this book. It reads like a loosely integrated collection of contributions. A more cohesive and comprensive set of basic ideas can be downloaded from the Customers-dot-com companion website at the same address for zilch.

Some interesting subjects, but too shallow arguments
To be honest, I have not understood, however not completely, what the authors want to say or explain. Interesting subjects are surely showed, but just lightly touched. Of course, you must agree that a profitable customer is better than a non-profitable one, and that maintaining her/his loyalty makes company to get the related revenue for a longer period. I think also that you may well acknowledge that new technologies do not suit to old organizations. But I am not sure that more than three hundred pages were necessary to say it. I have found some chapters much more interesting than others (for example The Tools For CRM), but if the question for such kind of books is "Which problems is this book helpful to solve to?", unless you consider a problem preparing a slide presentation, I have not been able to find any.

For those with an implementation challenge!
This is the most practical book I have read on the subject of customer relationship management (CRM). Those looking for an introduction to the subject might be better served by reading a slightly higher-level and more theoretical book such as Driving Customer Equity by Rust et. al.. However, if you understand the basics of customer care and are interested in purchasing or implementing a CRM system at your firm, this book will prove itself a highly useful resource. It will increase your understanding of strategic CRM, help you build a case and align key organizational players, and navigate tricky and potentially devastating implementation issues.

As a collection of separately authored pieces, the book works better for me as a resource than an end-to-end read. It could benefit by having a subject index.

Good CRM Framework
I disagree with the previous reader - this book is not too "fluffy". I think that the editor and contributor (Stanley Browne) has done a very good job of pacing the reader through the fundamentals of CRM to the more complex areas of balanced scorecard implementation, data warehousing, and analysis. I have read dozens of customer service-oriented books over the past year, and I believe that this is one of the better efforts to define where business is currently moving in that respect. The case study "vignettes" in general are OK (although somewhat well-worn), but the detailed studies are actually very comprehensive and interesting.

In summary, this book contains some critical points for anyone considering or in the process of implementing a so-called CRM system. It will help you avoid common pitfalls and is well-worth the investment.

New-era Marketing
It's a great book to help me realize the fundamental strategies to treat customers. ... Read more