Book Description

Here is the essential reerence for writers-from the self-published to those published by major houses-written by a leading book publicist who pitches books to media every day of her working life.Each chapter details what happens to a book once it's off press, and how authors can be helpful in the promotion process-or even spearhead it if need be-to get the coverage their books deserve. ... Read more

Reviews (9)

Excellent Source for Writers
Lissa Warren's book on savvy publicity for authors is one of the best books available in this field. Most authors, myself included, need help promoting their book. Too often book marketing is a strange and worrisome formula. This book changes the calculus. It helps you work with a publicist (if you have one), create a plan even if you do not, and it has numerous practical pointers and examples for getting your book noticed. With luck, you might even develop a buzz! Highly recommended.

Invaluable Resource for Writers
This work is a complete, concise guide to garnering book publicity. Whether you have published with Random House or iUniverse, the role of the author in publicizing his own work is often the key to brisk sales. An author can't just publish his work and then sit back and wait for the royalties to roll in. It just doesn't happen. Most authors don't have the platform enjoyed by Bill O'Reilly, who shamelessly hawks his books every night on national and international TV to fans of "The Factor."
Not to worry, publicity expert Lissa Warren spells out the essentials of book promotion. This work is packed with ideas and activities to catapult an author's work to success. As a literary agent, I am recommending this book to all of my author/clients. Thank you, Lissa Warrem!

Great book buzz is *everything* - this book shows you how!
My only wish with the Savvy Author's Guide is that I had it in my hands when my co-author and I were developing the publicity plan for The Renegade Writer. Warren's book gave me a view of the book publicity machine that I haven't seen before, and showed me where our plan was weak. While we have a great publisher, we don't have a dedicated publicist on our team, so this book IS my publicist. The best thing about the the Savvy Author's Guide is that it gave me some great ideas about how to generate even more buzz for our book. I appreciate the listings of book events, expos, freelance publicists, and media trainers. This is a book I'm going to keep close at hand as I develop proposals for more book projects!

Diana Burrell, co-author of The Renegade Writer: A Totally Unconventional Guide to Freelance Writing Success

Éric L Farrell is Savvy Now!
Wow! As I perused the website of The Virginia Festival of the Book to catch a glimpse of what fellow authors I will share the day with, I came across Lissa Warren. As she mentions in her book, visual presentations do attract more attention than plain text. Consequently, my attention was drawn to the title of her much needed book, The Savvy Author's Guide to the Book Publicity. I feel like I'm forever indebted to Lissa Warren for offering such a complete reference to parenting paper children. I'm the father of two now. One of my books is a newborn, and after reading this book I feel confident to make sure this book is raised the right way. Oh, I rushed right out the hour I found out about her book (last night). Five hours later, it was read. Yes, I did take a few pages of notes. How could I not? I highly recommend it. In fact, I will bring it to the attention of the many aspiring authors and poets who are understandably all too eager to write and release a book within two months. It's always hard to tell them they should add about a year to that plan. I tell them to "Research. Learn the pros and cons of the different types of publishing. Learn about author/publisher contracts. Spend enough time editing the manuscript." But it's difficult to explain that all of that is the easy part, and that a homeless paper child, like many stray animals, may get "put to sleep" (remaindered). It's sad. It is. Yes, conceiving the paper child is the easy part, but then you have to make sure your newborn books find homes filled with bookmarks, reading lamps, and loving readers. Fortunately, Warren tells us exactly how to do this in her book, including an ample appendix and detailed Table of Contents for easy referencing. Ha ha, I read it first! Now look out world, 'cause here I come!

--Éric L Farrell, Author & Poet
Seeking Solace: Finding Peace and Comfort in Times of Distress
Verbalizions of Enlightenment: The Secret to the Pain
Host of WordStage Poetry Lounge & TOUR (Virginia Festival of the Book 3/27/04 8PM)

Warren hits grand slam
In her new book, Warren gets a chance to show the world what kind of talent she has at publicity and marketing. The list of authors she has helped along the way is impressive.

Page after page is filled with insightful ways to approach the jungle that is book publicity. What's great about Warren is her ability to tell it to you straight, yet not be so straight as to discourage. The reader comes away feeling like Warren is rooting for him/her to have a successful campaign.

And Warren does not try to be the show. She simply acts as the guide.

No question it is a book to read and keep as a reference. ... Read more

Book Description

As the media grows more ruthless, the role of public relations has become increasingly complex and critical. Savvy businesspeople know that how a company conveys and maintains its image has never been more important­­or more challenging. The Handbook of Strategic Public Relations & Integrated Communications is the definitive guide for communications professionals. Featuring the expertise of the world's foremost public relations and marketing authorities, it is the first book of its kind to combine the art and science of marketing, public relations and communications in one single resource. An indispensable reference guide to the best practices in every industry, this handbook features more than 40 information-packed chapters authored by the best minds in the business and covers cutting-edge tips, topics and techniques such as:

• Crisis management
• Marketing public relations
• Client-agency relationships
• Environmental public relations
• High-tech PR
• And more!

Reviews (5)

A Tough Read
Evidently, this book does not target people starting out in Public Relations. I am a VP of Marketing in a start-up company looking to get some feel for the value of PR. I found this book utterly unintelligible. I was also irritated by the constant reference to 'clarity of communication' - advice that the author clearly ignores. Why is 'plain English' considered to be such a crime? After reading this on a 3 hour flight from Denver to New York, I was none the wiser about PR and given the significant weight of the book, decided to leave it on the plane. This is a text for PR academics.

Wide-Ranging and Super Informative
The Handbook of Strategic Public Relations and Integrated Communications is a thorough piece of work that covers the entire gamut of the public relations industry, from dealing with clients to dealing with the media, from crises to working with marketing.

An extremely useful guide, it is not quite as up-to-date with the latest in the technological age. For that, Michael Levine's Guerrilla PR: Wired is an excellent supplement. Not as wide-ranging as the Handbook, Guerrilla PR: Wired zeroes in on cost-effective public relations strategies and tactics.

The Handbook of Effective Public Relations and Integrated Communications has numerous well-respected members in the public relations and marketing fields contributing their wisdom and experience, letting everyone know what the higher ranking people have learned, the tools to success.

A GREAT BOOK FOR EVERYONE IN THE BUSINESS
The Handbook of Strategic Public Relation & Integrated Communications gives simple and understanding examples for every chapter; It even explains the historical background of public relations which helps a lot to understand the evolution of the PR industry.
The book describes, in a superficial but clear way, every activity in the PR business; From investor relations to crisis management, The Handbook of Strategic Public Relation & Integrated Communications will give the basics for the PR profession.

Excellent resource for new and experienced practitionners!
The Handbook of Strategic Public Relations & Integrated Communications is an excellent resource for both new and experienced PR and communications professionals. You will love it for: the concrete and practical real-world (and all over the world) examples, the original and implementable guidelines and tips, the explanations of the theory (without being too theoretical!), and the thoughtful analysis of future trends by highly respected professionals and academics. If you don't have time to take a course, then read this book!

can't put it down
it is fascinating, informative, interesting to read, and very very very useful. ... Read more

Book Description

Reviews (18)

A great read!
You've seen Wag the Dog and Primary Colors, you've watched politicians talk out of both sides of their mouths, you've seen the President get into trouble only to have the spin doctors bail him out. Ever wonder where it all started? This book is what you new to read to find out.

Larry Tye gives you the reader an in depth look at Edward Bernay's and the birth of public relation or the beginnings of spin. From Bernay's start in the 1920's to his revolutionary ideas of parading women down the streets of New York to promote smoking you'll get a fist hand look at how spin works.

Read through the 260 plus pages and see why we use spin, how public relations can and does affect public opinion. Watch and learn from the father or master of the public relations. Larry Tye has a well researched and extremely detail account of the beginnings.

Fascinated and educated are the two words to describe what I walked away from this book with. Fascination about Bernay's ability to make things come out his way and sway the public to follow, educated has to how spin control works in today's culture. A great read for all!

a compelling and unexpected biography
Larry Tye takes on a subject that few journalists would regard of savory: the biography of a PR man. One might dismiss PR people as not meriting attention or even toleration. But Tye walks a fine line here because the life of Eddie Bernays has some tension and complexity, and the book makes that clear. He is a worthwhile character study, not just for people in the communications industry, but also those in business more generally, politics, or interested in consumer and opinion issues. As Freud's nephew, Bernays carried around more heritage than most, and how he shoulders that burden creates interest. Bernays also placed himself at the forefront of an industry's development, and that creates another set of issues. The book is fraught with the same conflict that many deal with in communications: are they adding egocentric bias to information, or warping it for vested powers? Lastly, Bernays had a role in helping leaders develop their visibility, but does he stand as a peer at their shoulders? Tye does a great job at making us reflect on these issues in this highly readable book.

the father of spin:edward l bernays & the birth of PR
The book is entertaining in parts and provides interesting information to someone who has no prior knowledge on Bernays. But considering the impact Bernay's ideas & work made on PR and spin and consequently the American way of life, I found the writing style to be rather flippant; and the book, as a whole, skimpy. From the research material available and the interviews which he had conducted, Tye could have written a more substantial if not a scholarly piece, irrespective of his sentiments for Bernays the person. Perhaps, that was not his intention. However, Tye did make a bold claim with his title, and I naturally expected more from his book.

Fascinating Biography of an Amoral Man
Bernays is generally acknowledged as the Father of PR. But, is he also the Father of Spin?

Tye writes a fascinating biography of this key communications individual, filled with the key episodes that earned Bernays his moniker. From getting women to smoke to getting people to eat bacon, Bernays always seemed to figure out a way.

But, Tye focuses heavily on these episodes and gives short shift to the implictions and consequences of Bernays's actions beyond fattening the bottom line. While it is true Bernays could not have fully appreciated all the consequences, his relentless drive to serve his clients reveals a man who forgot that public relations means being the conduit between the public and the client, not being another salesman, no matter how clever.

If you're interested in seeing the modern fruition of Bernays's tactics, then I suggest Michael Levine's Guerilla PR: Wired, which updates Bernays's ideas into the digital age.

Overall, this book is well-worth reading if you're interested in a man's actions. But, if you're interested in seeing how a man's actions can affect the world, then you might be better off with another book.

okay but not great
Larry Tye attempts an ambitious view of Edward Bernays but falls short. While his stories are entertaining he fails to draw a connection between his ideas and the results. Frankly, I found Michael Levine's Guerilla PR Wired to be a much better and useful read. ... Read more

Reviews (1)

Review of The Media Handbook authored by Helen Katz
As a 30+ year senior level media planning professional at the DDB Chicago advertising agency and now as an adjunct professor at Loyola University Chicago, I read The Media Handbook by Helen Katz with great interest. Helen Katz is one of the premier media research professionals in the advertising agency business who has an academic as well as a professional background in media planning.

This handbook provides a comprehensive yet highly readable overview of the rapidly changing media planning and buying environment. Not only does the book explain basic media terms and concepts but it also places media in the emerging marketing planning context where media is viewed as a key tool in Integrated Marketing Communications.

It is well laid out organizationally and easy to follow. It also spares the reader volumes of "media math" which can be overwhelming.

The Media Handbook is a valuable reference tool that should be kept by marketing and advertising generalists, media professionals and students as a guide to making intelligent decisions about the role of media in a marketing plan.

Reviewed by Geoff McClelland ... Read more

Book Description

In The Referral of a Lifetime, author Tim Templeton frames a powerful plan for cultivating clients and customers in a fable about businesswoman Susie McCumber, who feels increasingly like a failure. A friend refers her to the mysterious Mr. Highground, who introduces her to four successful people. They show her how they transformed their businesses and their lives by determining how others view them and how they view themselves as both human beings and businesspeople. Each of the four represents a "type" in this schema - from the "relational/business" type who puts the relationship first but thinks strategically when the talk turns to business, to the "business/business" type, who avoids relationships unless they work to a business advantage. Templeton shows how understanding one's type allows one to showcase strengths while improving weak areas in this simple, easy-to-use guide to success in business and in life. ... Read more

Reviews (13)

A must read for business people who value relationships
What a fantastic book and easy read! I recommend this book at each of my seminars with financial planners who want to grow, value relationships, realize that it's not about working to death and want to have more fun as they build their success.
It's one of my top 10 books ever!
Thanks Tim! Neil Wood Hingham, Mass

Implementation made easy
To whom it may concern: Recently, I attended a 1 hour presentation in San Diego, California put on by Tim Templeton providing an overview of his book "The Referral of a LifeTime". The presentation generated a tremendous amount of enthusiasm for me, which led me to read the book two days later in entirety. I have a very successful financial planning practice, 18 years of experience and an income well into the 6 digit level. I mention this not only to give you an overview of who I am but to also let you know that I am convince that if we employ the strategies discussed in the book we will generate a bunch of referred business, leading to us helping a large number of individuals and leading of course to much higher compensation for our services.We primarily deal with high income earning individuals and business owners (typical client makes well above $500,000) and with people who have large estates. The book was not only well written, easy to read and hard to put down but provided a simplified system for implementation. To many people who author books of this nature do not provide an easy to implement system, hence, too many readers never actual apply what they have learned. I liken the appendix to an easy to follow outline that provides plenty of substance. Mr. Templeton is to be commended for his insight. We will take our business to the next level through implementation and that will start with us purchasing 8 copies for our staff to read, highlight and summarize for idea shring in our regular staff meetings. Michael Manning of Hamilton, Manning & Associates, LLC

Must-Read for Beginner, Refresher for Veteran
I perform sales consulting and training, and am a big believer that building your business through repeats and referrals is the key to success.Therefore, I was already in agreement with the purpose of the book before I began reading.However, I am always searching for new angles to convey these core sales principles to proteges.This book made an impact on the way I may deliver this message in the future.

The author doesn't try bore the reader with idealistic philosphy, or impress academia with research and statistics.The book is written in easy-to-read, easy-to-follow reality, using worldly examples by a main "character" to teach.The "250-by-250" rule explained is worth its weight in gold.

This book is a must-read for those in their first two years in sales, and a terrific resource for veterans who need to refresher, or a new outlook, on the principles of referrals.Well written!

The end of cold calls, the beginning of consistent referrals
We're always looking for a system for everything. Plan the work, then work the plan. If you don't know where you're going, any road will do. If you fail to plan, you should plan to fail. It's all true. So how come we are so bad at following a system?

We have to believe it will work, not hope it will. Systems are usually simple, but rarely easy. That's the catch. We know what we should do, but we give up before it has a chance to work.

The best time to try something new and innovative is when the status quo isn't working. What have you got to lose? Move past the things that are holding you back.

Like many people, I hate cold calling. Those who are good at handling rejection can make a go of it. To them, it's a numbers game. Make 100 calls, schedule 5 meetings, close 1 sale. Zig Ziglar is a popular cold-calling sales guru.

If cold calling makes you cringe and dread the day's work, this book was written for you. Tim Templeton provides a systematic approach that anyone can implement. It will work if you have the following criteria.

1) You want to work with the gifts and personality you already have, rather than changing who you are for conducting business.

2) You are willing to dedicate yourself to the process for a specific amount of time - no more, no less.

You'll see some results almost immediately, but you'll need about 10 weeks to fully implement the system. You'll see breakthrough, sustainable results in about four months. That may seem like a lot of time to invest, but when you can jump-start your career so dramatically, it isn't really a lot to go through. And you aren't working the system all day every day. If you can invest two hours a day, you can change your life.

Here's how it works.

1) Discover what type of personality you are and decide to use it for the greatest benefit

2) Build a list of 250 people who know you, and use technology to manage it

3) Offer your assistance to people, and help them whenever you can

4) Connect with them consistently, personally, and systematically (The book will show you how easy it is)

5) Let them know how you work, and how they can refer people to you, who are in need of your services

The key is to NOT ask for a sale until you have built up personal credibility with a contact. That's where the systematic, personal, consistent communication works its magic. In the end, clients and prospects will often call you, or at least welcome your call with open arms. What could be better than that?

That's all I'll give up. Buy the book.

A fun read filled with excellent information
Tim Templeton's has written a book that is simply a "must buy", a story that is a "must read", and a system that is a "must implement". The information is clearly described and explained in a very easy to read story. It could be the thing that turns your business around using resources you already have but are probably not utilizing!

I am a business owner, and as such am constantly on the prowl for ways to make my life easier, more efficient, and of course, more profitable! Having read hundreds of books on marketing and business development, I quickly recognized this book as one of the best. Here's some of the reasons why:
-It's fun and easy to read (most business books take a while to sort through let alone complete).
-The system is self-evident and easy to understand. You will wish you read this book the day you starting doing business!
-You already have (or can very readily attain) all of the resources you'll need to implement the system.
-It really just makes sense, and anyone can do it!

Do yourself a favor and buy this book today. Then get busy using the system. It's that simple. So get to it!! ... Read more

Book Description

Praise for CORPORATE SOCIAL RESPONSIBILITY

"This comprehensive perspective on corporate social responsibility answers tough questions about the value of social initiatives for companies, investors, employees, and customers."
—Sandra Taylor
Senior Vice President, Corporate Social Responsibility, Starbucks Coffee Company

"Brilliant . . . an important compilation of great work done by great companies. Corporate Social Responsibility examines the most innovative business practices and leaders of our time who are discovering the pathways that converge business and social agendas for the benefit of all stakeholders. Well done!"
—Maureen Conway
Vice President, Emerging Market Solutions, Hewlett-Packard

"Aligning with causes is no longer a 'nice to do,' but a 'have to do.' Corporate Social Responsibility is a must-read for marketers and managers desiring the most significant outcomes from their cause investments."
—Carol L. Cone
Chief Executive Officer, Cone, Inc.

"Corporate Social Responsibility is at once both visionary and practical, making the compelling case that corporate community engagement and maximizing profit and shareholder value are not mutually exclusive, but rather mutually reinforcing."
—Bill Shore
Founder and Executive Director, Share Our Strength ... Read more

Book Description

"Navigating the media can be treacherous. Sally Stewart offers a practical, no-nonsense road map to make sure you come out smelling like a rose."
–Dominick Dunne, Columnist, Vanity Fair and author of Justice: Crimes, Trials, and Punishments

"If you need one guide to building your brand through media and public relations strategies, this is it. Sally Stewart provides invaluable information about what the landscape is today. I know from my own experience that Media Training 101 works–and works great."
–Michael Greenberg
President, SKECHERS USA, Inc.

"Everything you need to know about the care and feeding of the media–and then some. With equal parts William Randolph Hearst, James Carville and doting Jewish mother, Ms. Stewart delivers a killer guide to coping with the press–and turning it to your advantage."
–Dennis Kneale
Managing Editor, Forbes

This helpful, practical guide offers proven strategies for dealing with the news media in any situation. Ideal for company spokespersons, public relations officers, or anyone who will have to deal with the press sooner or later, it also includes expert advice on designing a public relations plan and implementing it effectively. You’ll learn how to:

• Dodge deadly pitfalls
• Control a crisis
• Employ interview tactics that really work
• Follow the ethical rules of public relations
• Design stellar press kits
• Develop your key message points
• Understand how journalists think and behave
• Know what’s news and what’s not
• Avoid the ten things you should never say to a reporter
• Write great press releases
• Pitch your company’s story
• Hire good outside public relations professionals

Reviews (5)

Govt communicators should also see Media Relations Handbook
Sally Stewart's book is great, but for a book written by a Washington PR pro, see Media Relations Handbook for Agencies, Associations, Nonprofits and Congress. The Handbook is written by Brad Fitch, who has more than a decade of Washington PR experience, with a Foreword by Mike McCurry.

What others have said about Fitch's book (about which you can see more at MediaRelationsHandbook.com ):

"Great advice for beginners and experienced media hands. If you are a media relations professional--either beginner or seasoned veteran--this is the book for you. Brad Fitch, who spent many years fielding reporters' tough questions on Capitol Hill, has written a timely, practical guide to handling media relations that is filled with solid professional advice. What goes into a press release? How do you develop a strategic message? You've got a digital camera and a fax machine, but what else does your office need to effectively handle the media? Before you start talking to a reporter, do you know the difference between 'on the record,' 'off the record,' and 'background'? When there's an immediate crisis in your organization, what are the eight mistakes that you absolutely must avoid? How do you handle your paranoid boss when he or she has to confront the press? You'll find the answers to these and many other everyday problems in this book. Fitch also gives valuable advice on how to set up an effective website and how to use e-mail for optimum communications. Excellent book for professionals who work in federal or state agencies, trade associations, non-profits, state legislatures or Congress. It's the only handbook you'll ever need."
-- Dennis W. Johnson, college professor and former Capitol Hill senior staffer

"Provides valuable advice for those who flack for a living."
-- Roll Call

"A superb blend of theory and practice, written by someone who uses words like Gallup uses polls."
-- Steve O'Keefe, author "Complete Guide to Internet Publicity" and Adjunct Faculty, Tulane University College

"Uncertain how to interest the press in your pressing issue? Having difficulty preparing your media-unfriendly boss for a tough interview? Worried about the next communications crisis and how to handle it? Brad Fitch answers those questions and many more in this crisp, clear and completely useful book."
-- Tucker Carlson, Co-Host CNN Crossfire, author

"A seminar from TheCapitol.Net is one of the best ways to learn from the experts about how Washington really works. Now all that insight and information has been packed into this invaluable volume. I suggest you read it, and become your own expert."
-- Steven V. Roberts, syndicated columnist, TV and radio analyst, college professor

"Brad Fitch has performed an admirable public service by giving public relations students and professionals alike an indispensable tool. His book provides a road map on both the practicalities and principles of PR, and he shows that honest PR is not an oxymoron. Now it's up to all of us in the media and spin industries to keep our end of the bargain."
-- Ed Henry, Congressional Correspondent, CNN (formerly Senior Editor of Roll Call)

"This volume is an invaluable road map to the mean streets of a city where information is power and power is everything. Brad Fitch has written a rich 'how-to' lesson for pros and for novices who must negotiate the competitive landscape of America's new media."
-- Ann Compton, White House Correspondent, ABC News

"Media Relations Handbook is to political campaigns what The Art of War is to military campaigns: an essential strategic reference that winners should never be without."
-- James Carville, Co-Host CNN Crossfire, author

Again, you can see more about Fitch's book by searching Amazon using the ISBN: 1587330032

Packed with Knowledge!
This book gives you the essentials about dealing with the media, starting with interviews and calls from reporters. Sally Stewart, former journalist and PR practitioner, delivers the nitty-gritty. Her advice to recognize reporters' financial and emotional pressures is particularly useful. Reporters have two clear priorities, she says, to write good stories and to go home. If you want their good will, try a little respect, she suggests, although she displays considerable cynicism and negativity about them. Her lessons include getting reporters to pay attention and which reporters to contact and how, be it by phone, e-mail or fax. Stewart tells you how to deal with unexpected calls from the press, and how to decide whether or not you want to be part of a story. If you do, here's how to make the most of it. And if you don't, this book tells you how to extricate yourself, if possible. Along the way Stewart explains how to dress for a television appearance. If this paragraph mentions any core skill you don't already have, we have a newsflash for you: get the book.

Don't meet the media until you have read this book
I highly recommend Media Training 101. Every one needs media training- and this book is a great place to start. Wonderful tips and guidlines for the beginner and the pro. I urge you to buy this book before you even start your PR campaign.
Rick Frishman- author "Guerrilla Publicity" and "Guerrilla Marketing for Writers" Pres. of Planned TV Arts www.plannedtvarts.com and www.rickfrishman.com

Praise from the public relations frontline
This book is the best guide to media training I've seen to date. By dispensing with the war stories that bog down many books of this type, "Media Training 101" focuses instead on practical solutions. Ms. Stewart's strategies and tactics are similar to ours, but she provides new ways to engage even the most challenging public relations clients. Thank you.

Invaluable Resource for Executives
I highly recommend Media Training 101. This book guided me through a seemingly impossible situation. I felt as if I could reach out and call the author herself. I read it cover to cover and feel as if I won the lottery! ... Read more

Book Description

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Reviews (49)

This book is going to upset a lot of people
Trying to build your brand with advertising?
Then don't!
Attempting to convince your target audience of your brand's claims through paid space or time lacks a key incredient vital to success - credibility.
What do you believe - what's reported on the evening television news, or the advertising which precedes and punctuates it?
As customers we're cynical, suspicious, and cautious. We see the majority of advertising as biased, self-serving, and company rather than consumer-oriented. So we turn to independent, authoritative, third-party sources for recommendations and advice - friends, relatives, neighbours, and the media.
When we've made up our minds, advertising serves as a reminder.
Some business people say they rely on "word of mouth" marketing, leaving that process to its own devices. Others feel the outcome for their bottom line is too important to leave to chance.
Advertising doesn't build brands. Public relations does. You should use advertising to defend your brand against competitors once it's been built - and its credibility established - through PR. That's this book's main conclusion.
Al Ries is going to upset a lot of people. As they say, "some of my best friends" are advertising people, but sorry guys, what Ries has to say needs to be said. Things like:
- "Advertising has no legitimate role to play in brand building. Advertising's role is defensive in nature. Advertising can only protect a brand once it's established." This is Ries' central thesis which he illustrates with copious case studies.
- Ad agencies often sell advertising to clients on the basis of their own creativity. "Creativity wins awards, but does it also win sales?" asks Ries. He has chapters of evidence to the contrary.
- "Advertising agencies do almost no advertising themselves. Instead, they rely heavily on PR techniques to build their own brands." True again.
- People tend to judge the value of a discipline by its numbers and ad schedules are invariably bigger than PR budgets. But more money doesn't necessarily mean more effective.

PR is King
The Fall of Advertising & the Rise of PR by Al Ries & Laura Ries

I agree with the thesis of this book: PR can change perceptions but advertising can't. I've been preaching about the credibility of PR for years (it's more believable because the message is delivered by the supposedly unbiased media.) Advertising, on the other hand, isn't believable because everyone knows that it's a company's paid-for message. Ries & Ries further state that advertising has crossed over into the realm of "art" rather than remaining a form of communication. They point out that the yardstick by which ad agencies measure the success of their ad campaigns is the number of creative awards they win--not whether or not the ads actually sell products. On this, the authors are absolutely right. Ads (especially TV ads) don't sell anymore, they entertain. It's a waste of money for companies to advertise as much as they do. So, even though the authors overstate their case and repeat it incessantly, follow the advice of Ries & Ries and spend more money on PR!

Same old stuff
For some reason, Both Ries and Trout get away with recycling their old material and putting a new name on it.
More than that, you couldn't tell that their partnership fell apart years ago since the same ideas, and more importantly, the same examples are used extensively in each man's books.

For Example:
These guys must LOVE Papa Johns (or be shareholder's, as they both mention the compony time and time again (In multiple books as well) as some paragon of food and of great marketing. As far as I'm concerned, Papa John's is indistinguishable from Domino's. I wonder if either man has ever even tried it.
Anyway... back on track.

This book continually simplifies the reasons behind the success and/or failure of various companies and products to the poor use of publicity. No mention of poor management or rationalizing markets, or the fact that the product or service stunk in the first place.

The most appaling thing is this guy has the balls to tell the city of Cusco in Peru and the country of Guatamala, they should change names in order to attract visitors. (Ciudad de las Incas and Guatamaya, respectively). I don't know if this is marketing ignorance, or American disregard for foreign cultures, but I couldn't believe what I was reading.

He continues to show his ignorance of technology and pop culture with incorrect example after incorrect example.
For example, he points out that there was once a beer called Yuengling that failed because of it's name. Guess what, Al, Yuengling, is alive and doing pretty well.
Also chapters are repetitive. After reading about Red Bull 3 times, in as many chapters, it got a little boring

To sum it up: Advertising is bad, Brand extension is bad. Anyone who didn't listen to his advice is now out of business, Papa John's is great. There I saved you the agony of reading this (Or anyother of his books or the books by Jack Trout) and $15.

Save your money. A stinker of a book.

The Rise of "PR" Spin
Regardless of the fact that the Ries' recently opened their own PR firm, and are "marketing" it through the regular channels (including advertising venues), the book does offer a PR perspective, albeit an alternative view of what can be accomplished in brand introduction. However, the majority of Integrated Marketing Communication campaigns adequately do the same and even more. Securing space in newspapers (the standard PR vocation), and attempting to get something for "free" still drives the PR industry. The demise of advertising is highly premature ($249.2 billion in 2003). The business of America Mr. Ries is still business. The "spin" remains too thin and lacks legitimate credibility. IMC....That's where we're going.

The rise of PR
Most parts of this book impressed me, however some parts did not and it often seemed to point ou the obvious. They did a good job distinguishing the different between advertising and PR but using different examples to show how PR is more modern than advertising yet we view the advertising ass classic and somewhat essential. However, sometimes they drag on with exlaining the difference, and use too many example in a row that may throw people off. The thing I liked is that when distinguishing advertising and PR, they try not to show how they are different, but how it is impossible for them to be the same. This led into how nothing can be mass produced without PR. ... Read more

Book Description

Describes how to write an attention getting news release. ... Read more

Reviews (8)

Fantastic Resource!
When I started looking for information on news releases I read a lot of books on the topic. This book, without question, was the best of the bunch. The author is a newspaper reporter and advertising copywriter and knows what it takes to grab the attention of news editors. Before I read this book I tried for a year to get my news releases puiblished. After reading this book I learned what mistakes I'd been making. Now almost every release I send gets printed. The author outlines a foolproof formula for creating newsworthy releases regardless of the topic. Contains loads of examples of news releases that have proven to be successful. Other books I've read were kind of boring and hard to read, but this one is written in a down-to-earth style that's sparked with humor throughout. A thoroughly enjoyable and useful book. Highly recommended!

Not too impressed
This book is written in a "hunt and peck" style: you have to hunt for useful information and then peck what is feasbile and what is not. I wasn't too impressed, but I guess all publicity books are the same. It's not like there's much new information out there.

I do recommend "Free Publicity" by Jeff Crilley. ...

Very Useful
McIntyre hits the nail on the head witn this one. I've found that my organization's releases have received much higher usage now that we follow her format. We also use Michael Levine's Guerrilla PR: Wired because of its strength in updating public rlations techniques to the Internet.

from someone in the biz
It's rare that you read something informative and entertaining. This book is written with humour and intelligence. It isn't exactly in the class of Michael Levine's Guerrilla PR Wired, but it is a gool tool to have around. The specific nature of the book is also helpful for those with specific questions.

Women's Organization
Our women's organization had received no publicity for ten years. Then obtained a copy of WRITING EFFECTIVE NEWS RELEASES and followed the suggestions in the book. Every news release we have sent in since has resulted in newspaper pieces on our group. Even inexperienced people can understand how to write a good news release,because there are so many good examples to follow. Anyone who wants to get publicity should be able to benefit by getting this book. ... Read more

Book Description

“Public relations is never as easy as it looks. So you are lucky to be reading this book, for few know PR as well as David Henderson. A skilled correspondent and a gifted man, David knows both sides of the process of delivering a message.”—Harry Smith, CBS News

Reviews (6)

Here are THE Media Essentials... a quick read & very meaty!
This is THE ESSENTIAL media relations book for ALL businesses...because it is from a businessman, Emmy award-winning journalist and international public relations expert who has the knack for delivering a message in the most concise and direct way...this little field guide is a quick read, spiced with the author's great sense of humor and an insider's look at both sides of the desk... for the one with something to sell and the one being sold! This is the book to buy if your company needs damage control, the one to buy if you are just entering the field of media relations or just want specifics for working with the media.

Down to earth advice
As a correspondent for 23 years with ABC News, I always wondered why media relations "experts" often didn't seem to know much about what I needed, what I wanted, what I did, and how I did it.Now, with David Henderson's book, they have no excuse, because he has told them with a down-to-earth perspective how to take themselves out of their own shoes and put themselves in mine.Now, instead of approaching news coverage--- positive or negative--- from their companies' or agencies' self-serving but sometimes counter-productive point of view, they can learn from Henderson's book to approach it from the journalists' point of view, which ultimately will be in the company's or agency's best interest!If you're trying to sell an idea to journalists, or blow your employer's horn before journalists, or defend the employer against journalists, you can't do better than to read this book.

A Terrific Read!
I find Media Relations from a Journalist's Perspective written by David Henderson to be different from all other books I have read in this area in that he doesn't spend 20-40 pages per chapter ruminating over various points thereby leaving the reader wondering how to proceed.Instead, Mr. Henderson provides a quick and most interesting read that encompasses the key points we as leaders of major organizations need to know in planning for and in implementing effective media relations ... including the use of correct terminology which was most helpful to me.Mr. Henderson also provides meaningful examples and advice based on his many experiences along with that of noted journalists from across the country and most importantly gives clear and concise steps to follow as we endeavor to positively position our organizations.Herein lies the real genius of David Henderson's work and what in my mind provides the greatest benefit to those of us privileged to read his book.

Finally ... An Intelligent Approach to Media Relations
Henderson's book is, unquestionably, a first ... a smart approach for capturing headlines and good coverage in the news media.He has interviewed a wide range of leading reporters and editors and shares their opinions, comments and tips on how to do great media relations.After all, they are the people who will decided what is or what is not a story.Right?

Helpful, interesting & practical
This book is fascinating and unique ... A how-to book on media relations from the viewpoint of news people, the gatekeepers to getting your story in the media.As far as I am aware, it's a first-ever and gives me valuable understanding of how people in the media make decisions and clarity over what makes for a news story in today's world.I believe it's a must-read for anyone -- beginner or pro -- who wants a competitive edge in working with reporters. ... Read more

Book Description

Aspiring and practicing sport business professionals will learn winning strategies and techniques for promoting and selling the sport product in Sport Promotion and Sales Management. In the first comprehensive book of its kind, leading experts from the classroom and sport business offer unprecedented insight and experiential data to help readers become well versed in sport promotion and sales.

The authors present detailed information on the theory and practice of promoting and selling sport in today’s marketplace. The authors offer up-to-date and insightful cases and analogies on topics not previously covered in sport marketing texts. The topics covered include direct and indirect sales techniques, the multicultural considerations affecting marketing communication, and the design and execution of multilingual advertising and sales campaigns. The book features

· chapter opening objectives and key terms that highlight important vocabulary and concepts for students;

· chapter closing discussion questions and learning enrichment activities that allow instructors to reinforce key points and help students apply what they’ve learned;

· practitioner perspectives, including firsthand advice and discussions of promotion and sales issues affecting today’s sales and marketing professionals; and

· an overall emphasis on direct and indirect sales techniques.

Sport Promotion and Sales Management tackles all the complex responsibilities that are categorized as sales and promotion, giving students and aspiring professionals the critical information they need to launch and develop their careers in sport business. This text is guaranteed to give students and professionals a competitive edge in sport business. ... Read more

Book Description

When Guerrilla Marketing was first published in 1983, its edgy approach helped it shoot to the top of bestseller lists. The book was a breakthrough for small businesses and has since yielded several classics bearing the immediately recognizable, Guerrilla name.

Now, at long last, Jay Conrad Levinson has teamed up with two high-profile PR execs - Rick Frishman and Jill Lublin - to produce GUERRILLA PUBLICITY: Hundreds of sure-fire tactics to get maximum sales for minimum dollars

The PR bible for a new decade. The book lays out an aggressive plan for learning how to build publicity campaigns from the inside out, zeroing in on a targeted market and infusing a marketing plan with publicity hooks.

This powerhouse work also includes:

Inside information on how to make friends in the media

Simple ways to get others to spread the company's message

Sample press releases and media kits-"Guerrilla" style ... Read more

Reviews (34)

Publicity is a great tool for Guerrilla Marketers. Read on.
The whole Guerrilla Marketing paradigm is based on using non-financial resources to do your marketing especially when you are strapped for cash as a small business. Read 'Guerrilla Marketing' by this author before reading this book on publicity as it is a precursor to any of the books in this best selling series.

Since the Guerrilla Marketing plans are all based on a lot of imagination, intellect, and effort, Guerrilla Publicity is probably one of the best tools to use (it's free!). Publicity is defined by the author as 'the art of building favorable interest in your product or service. It's creating a buzz, an identity, name recognition, and getting your message across. Publicity is a part of public relations'.

The hundreds of publicity ideas are summarized in about thirty three 2-3 page chapters that pull together related ideas. As with all of this author's books, this book is very easy to understand and implement. The only complaint I have is that the sections on Internet related publicity are a little weak. Even though there is no perfect book on the subject of Internet publicity, there are better books out there than this one. But even so, the Internet related sections are very good, just not at the same level as the rest of the book.

Publicity as a marketing tool is probably one of the hardest things for a small business to master as most small businesses are formed out of technical competence before being forced to learn all the other skills needed for a successful business - marketing, sales, management, etc. After reading this book, I became even more committed to mastering the art and science of publicity as a marketing tool. No small business can avoid this tool on the path to success.

Go ahead and invest in this inexpensive book. You won't regret it. Good luck!

Packed with Knowledge!
Co-authors Rick Frishman and Jill Lublin join Jay Conrad Levinson, author of the 1983 bestseller Guerrilla Marketing, in establishing the war plan for your guerrilla approach to publicity. You supply the planning and persistence; they'll supply the battlefield strategy. The authors take you into the newsrooms and show you how to generate publicity without making reporters dread your calls. You'll learn how to turn rejections into opportunities and how to muster every tool in your arsenal most effectively, from press releases to e-mail. It's a little too list-oriented, but this thorough manual does include plenty of sample materials, including bios, press kit components and printed promotional goodies. We from getAbstract recommend this book to savvy strategists who aren't afraid of wanting - and getting - attention.

Govt communicators should also see Media Relations Handbook
All of Levinson's books are great, but government communicators should also see a practical book written by a Washington pro, Media Relations Handbook for Agencies, Associations, Nonprofits and Congress. The Handbook is written by Brad Fitch, who has more than a decade of Washington PR experience, with a Foreword by Mike McCurry.

What others have said about Fitch's book (about which you can see more at MediaRelationsHandbook.com ):

"Great advice for beginners and experienced media hands. If you are a media relations professional--either beginner or seasoned veteran--this is the book for you. Brad Fitch, who spent many years fielding reporters' tough questions on Capitol Hill, has written a timely, practical guide to handling media relations that is filled with solid professional advice. What goes into a press release? How do you develop a strategic message? You've got a digital camera and a fax machine, but what else does your office need to effectively handle the media? Before you start talking to a reporter, do you know the difference between 'on the record,' 'off the record,' and 'background'? When there's an immediate crisis in your organization, what are the eight mistakes that you absolutely must avoid? How do you handle your paranoid boss when he or she has to confront the press? You'll find the answers to these and many other everyday problems in this book. Fitch also gives valuable advice on how to set up an effective website and how to use e-mail for optimum communications. Excellent book for professionals who work in federal or state agencies, trade associations, non-profits, state legislatures or Congress. It's the only handbook you'll ever need."
-- Dennis W. Johnson, college professor and former Capitol Hill senior staffer

"Provides valuable advice for those who flack for a living."
-- Roll Call

"A superb blend of theory and practice, written by someone who uses words like Gallup uses polls."
-- Steve O'Keefe, author "Complete Guide to Internet Publicity" and Adjunct Faculty, Tulane University College

"Uncertain how to interest the press in your pressing issue? Having difficulty preparing your media-unfriendly boss for a tough interview? Worried about the next communications crisis and how to handle it? Brad Fitch answers those questions and many more in this crisp, clear and completely useful book."
-- Tucker Carlson, Co-Host CNN Crossfire, author

"A seminar from TheCapitol.Net is one of the best ways to learn from the experts about how Washington really works. Now all that insight and information has been packed into this invaluable volume. I suggest you read it, and become your own expert."
-- Steven V. Roberts, syndicated columnist, TV and radio analyst, college professor

"Brad Fitch has performed an admirable public service by giving public relations students and professionals alike an indispensable tool. His book provides a road map on both the practicalities and principles of PR, and he shows that honest PR is not an oxymoron. Now it's up to all of us in the media and spin industries to keep our end of the bargain."
-- Ed Henry, Congressional Correspondent, CNN (formerly Senior Editor of Roll Call)

"This volume is an invaluable road map to the mean streets of a city where information is power and power is everything. Brad Fitch has written a rich 'how-to' lesson for pros and for novices who must negotiate the competitive landscape of America's new media."
-- Ann Compton, White House Correspondent, ABC News

"Media Relations Handbook is to political campaigns what The Art of War is to military campaigns: an essential strategic reference that winners should never be without."
-- James Carville, Co-Host CNN Crossfire, author

If you are a government comunicator, you should get Guerrilla Publicity and Fitch's book, MediaRelationsHandbook.com , or search Amazon using the ISBN: 1587330032

Packed With Knowledge!
Co-authors Rick Frishman and Jill Lublin join Jay Conrad Levinson, author of the 1983 bestseller Guerrilla Marketing, in establishing the war plan for your guerrilla approach to publicity. You supply the planning and persistence; they'll supply the battlefield strategy. The authors take you into the newsrooms and show you how to generate publicity without making reporters dread your calls. You'll learn how to turn rejections into opportunities and how to muster every tool in your arsenal most effectively, from press releases to e-mail. It's a little too list-oriented, but this thorough manual does include plenty of sample materials, including bios, press kit components and printed promotional goodies. We recommend this book to savvy strategists who aren't afraid of wanting - and getting - attention.

Should be titled: PR THAT WORKS!
This is a great book loaded with lots of great promotional ideas and strategies to help you publicize your business. If you apply the principles outlined in this fabulous book you will definitely be successful in your PR efforts.

PS If you try to do PR without this book, you will pay the price of trying to reinvent the wheel. (Before you blink an eye in the PR world--that could easily be 30,000 dollars)

I found this book to be worth every penny I paid for it, plus much more! To say that I highly recommend this book would be an understatement.

Zev Saftlas, Author of Motivation That Works: How to Get Motivated and Stay Motivated ... Read more

Reviews (1)

Sharp, wise and practical
I've used this book both as a manager, working with individuals and my work team, and also as a consultant and facilitator working with client groups. It is a fantastic resource for the following reasons: 1. it has a very sound foundational model that is built on trust, organisational learning principles and action research; 2. it has an excellent blend of theory and practice, with heaps of case studies, anecdotes and wisdom acquired through experience; 3. it has a lot of really useful tools, reasources, survey instruments and so on - excellent stuff that helps you apply the ideas easily and straight away; 4. it has a lot of humanity, compassion and profound thought about what it means to be an individual working in a complex, dynamic organisation of today; 5. the ideas in it are built on values and ethics, an unusual, but welcome, approach to me; 6. what it advocates is practical, achieveable and realistic - it's not touchy-feely waffle, it is sound advice and tested approaches. Good on you cobbers! ... Read more

Book Description

The Handbook of Public Relations is another in the series of communication handbooks which has distinguished Sage Publications. Like its companion handbooks, it offers a comprehensive and detailed examination of the topic. It gives students, scholars, and practitioners a solid review of the status of the scholarly literature, stressing the role that public relations can play in building relationships between organizations, markets, audiences, and the public. The handbook is divided into five sections. The first defines the field, seeking to explain the role public relations play in society. The second section examines the state of the practice by delving into the cutting edge issues of management, ethics, gender, evaluation, public relations education, and media. The third section challenges academics and practitioners to identify the best practices that shape the daily activities of practitioners. The fourth section looks at the fascinating and daunting challenges the new communication technology pose for scholars and practitioners. The fifth section takes a global view, examining theories in international public relations as well as the trends in practice that will shape the field in the coming years.

No other book in public relations is as comprehensive in its inclusion of authors and its coverage of academic research, theory, and best practices. Global in scope, the book’s contributors comprise an academic "who’s who" of the public relations discipline. The Handbook offers one-stop shopping for the best insights into the definition of the field of public relations, the practice, and best practices. It has substantial insights into the impact of new communication technologies and the global challenges of international public relations. A must-have reference for libraries and practitioners, the book also is ideal for upper level and graduate study of public relations.

Book Description

All business owners want to garner publicity for themselves, their products, and their organizations. So how do you create distinctive materials and more importantly—the buzz that sets you apart from the competition? Award-winning publicist Sandra Beckwith goes beyond other PR primers to not only show the mechanics of writing pitch letters and publicity kits, but also how to strategically create a PR plan for your business.

Streetwise® Complete Publicity Plans is filled with sample forms, resources, and great ideas that you can use right away:

·Press releases
·Pitch letters
·Press kits
·Op-eds and public service announcements
·Sample editorial calendars and media checklists

Target Your Approach, Get Results

·Different types of media exposure—and which is best for your business
·How to tailor PR plans for trade vs. consumer media
·Dealing with print vs. electronic media
·What is—and isn’t—newsworthy

Reaching the Right People

·Determine your audience
·Reach diverse communities
·Building relationships with the press
·Media directories

Executing Your Plan

·Staying within budget
·Managing schedules and timelines
·Hiring outside help

Quantify Your Results

·Track new clients or product sales
·Jumpstart a stalled publicity campaign
·Refine your media base
·Justify your effort

Streetwise® Complete Publicity Plans doesn’t just show you how to put a plan together, it enables you to maximize results! ... Read more

Reviews (3)

Excellent How-To Resource
I am starting as freelance publicist and this books has tons of ideas on simple things to get publicity for a small to medium-sized business. Also, for me, it has sparked many ideas to offer larger three- to six-month plans for my clients. I'll be using it for years to keep the ideas flowing.

Fantastic Resource for Business Owners...
We have been using this book to promote our new window treatment web site,www.HomeDecInASec.com and have already secured placements in major newspapers across the country. The chapters are well organized and enjoyable to read - the book is full of examples to help you develop successful press releases and pitch letters. This is an invaluable resource if you're looking to promote your business.

Fantastic Resource for Business Owners..
We have been using this book to promote our new window treatment web site,www.HomeDecInASec.com and have already secured placements in major newspapers across the country. The chapters are well organized and enjoyable to read - the book is full of examples to help you develop successful press releases and pitch letters. This is an invaluable resource if you're looking to promote your business. ... Read more

Book Description

This is the third edition of the top selling text on sports media and marketing.It has been adopted by over 150 colleges, universities and professional sports organizations.It;s 18 chapters include the responsibilities of a professional sports PR or college SID, media writing, sports photography, broadcast interviewing, press conferences, statistics, creating new sporting events, promotion and marketing, crisis management and creating a web page. The new edition has been acclaimed by PR WEEK magazine as the best in the industry. ... Read more

Reviews (6)

excellent read
Tis book is applicable inside the classroom and out. I first read it for a business class and then later when I got my first job in public realtions. It really helped me understand and familiarize myself with sports PR and PR in general. If you read only one book about public relations I'd recommend you read Guerrilla PR Wired by Michael Levine, but if you can read two I'd read The Dream Job.

Up to date
Looking for a new job, I was recommended to this book. Maybe it was a coincidence, but within two weeks of reading the book and following some its sports marketing techniques, I landed a job with a major college sports department. Call me lucky, or smart that I found this book.

One of ten best Business Books in 2000
"The Dream Job" is not only a best seller in the United States, it has also been reviewed as "one of the ten best business books in 2000" by Kauppalhti, the largest business daily in Nordic countries. The critique, read avidly by thousands of readers, called the book "fantastic."

Best yet!
As a professor, I'm always grateful for texts which students not only can afford but hold on to even after the course is completed. The new 3rd edition of "The Dream Job: Sports Publicity, Promotion and Marketing" is just that kind of book. It is comprehensive, filled with hundreds of examples and exhibits and wonderfully humorous. Outside of that, I don't think much of it!

This book is a slam dunk!
I recommend it for the newbie and the veteran. It's got everything. Good job, Mel! ... Read more

Book Description

Students have relied on CLASSICS OF PUBLIC ADMINISTRATION for over twenty