Book Description

To succeed, you MUST stand out from the crowd with a great Personal Brand!

Today’s cutthroat competition makes it essential to create a powerful brand that sets you apart from your competition. Inexpensive and powerful technologies enable virtually anyone to build a high-profile identity. Branding is the one sure-fire way to have customers come to you rather than having to chase after them. It is the path to a happier life, filled with more wealth and free time than you ever thought possible! In this book, Jason Hartman, "America’s foremost expert on Personal Branding", shows you, step by step, how to establish yourself as a sought-after brand name in your field. Long-term success in business comes with building long-term relationships. You can eliminate much of the uncertainty and wasted effort of selling by focusing instead on marketing. Build emotional bonds in your marketplace rather than constantly chasing leads and you’ll make more money and enjoy doing it!

Creating a powerful Personal Brand is a proven way to beat your competition and control your destiny. Jason Hartman will show you how to harness the power and potential of relationship marketing to become the brand of choice!

Within these pages you’ll learn how to:
• Create a powerful brand identity for you and your business.
• Use the media and avoid many common media mistakes.
• Dramatically expand your visibility and become a local celebrity.
• Use loyalty programs to create customers for life.
• Eliminate the stress and uncertainty of "roller coaster" income.
• Convert your customers to super-salespeople for your business.
• Become a more successful employee within your company.
• Achieve notoriety in your industry and community.
• Have more quality time for yourself and your family. ... Read more

Reviews (20)

Powerful
Become The Brand of Choice: Make Your Name a Powerful Brand and Earn Millions offers the reader a variety of ways to improve your individual and professional life. This book is enjoyable to read, and offers clear examples of the principles taught. Within minutes, ways to improve your goal setting, relationships with people, and in general your life are apparent. I enjoyed how the author involves you in the book, and clearly expresses the concepts of his book.
The concepts expressed about marketing and maximizing those things that will improve your business are exceptionally good. You can clearly see from the explanations why one thing is effective and another ineffective. It also offers valuable information with how to be successful.
I highly recommend all readers to purchase today a copy of this book and start the journey towards a happier and more successful life.

¿Swiss Army Knife¿ for sales professionals!
As a seasoned sales professional, I've read many books, watched an endless assortment of videos, and attended far more seminars than I want to remember. All of the time I spent doing all of these exercises could have been better spent on mindless relaxation, had I found this book first! Much of what the writer outlines is certainly not new (and he readily admits that, right at the beginning), but his brilliance lies in the manner in which he collates the information with organized precision. The text is simple and easy to follow, making it easy to form a workable plan for personal success that will last in the minds of your clientele.

Most of us that are in the sales arena simply forget, if not ignore, the basic principles of our business. This book is built as an instruction manual, of sorts, providing both direct and indirect techniques, that, when used together, sets the reader/user apart from the competition by creating lasting recognition, or "branding" as Mr. Hartman calls it. I've started using his techniques, and I'm seeing my own personal "brand" rapidly emerging!

The book also indicates that Mr. Hartman is apparently a motivational speaker. If he ever travels to my area, I'll be sure to go to HIS seminar. If he speaks like he writes, it should finally be a seminar worth attending.

Jason Hartman is a Man of Wisdom beyond his years!
Jason Hartman's common sense approach and easy
to comprehend delivery gives you the desire to want to know more.
If you want to understand what Branding is all about...
read Jason Hartman's Book: "Become the Brand of Choice"!

MOST INSIGHTFUL - BOTH PERSONALLY AND PROFESSIONALLY!!
Written in a straight-forward and articulate fashion, Jason Hartman illustrates for us that the essence of success both in business and indeed in life, lies within each of us. Jason demonstrates his dynamic talent for communicating by utilizing many personal improvement tenants and then transforming these ideas into practical marketing and sales applications. Always striving to expand one's comfort zone and developing a code of ethics by which to live are only a few of his many insights on what is needed to become a success. He then takes these maxims and develops them into concrete marketing principles referencing both a variety of well known businesses as well as his own highly successful real estate company.
So much more than many of those gimmicky how-to-get-rich books that are woefully short on substance, The Brand of Choice is a must read for those serious about taking their careers and their lives to the next level!

excellent book
As a new realtor , I just loved this book, it is full of great ideas how to brand your name.

Jason seems to have a fantastic positive mindset and knows how to convince us to be the same way. His book is really a book I would recommend to everyone, a great inspirational book.. ... Read more

Book Description

This slim paperback was the very first and remains the most comprehensive corporate communication text on the market. It includes both text and cases and provides an excellent alternative to a full-blown text for the advanced business communication or MBA business communication course. Well- trained faculty who prefer a case method and bringing in their own material will enjoy using this text. ... Read more

Reviews (3)

Corporate America
I have to say in the economy of America at the current time, Paul Argenti have really percieved the 7 Keys for the past month and I can say that the results have been astounding. I have heard before that by cutting out one thing in your diet you will lose weight but i never truly believed, probably because i would cut out one thing and add something else just as bad. with the keys i learned in Dr. Phils The Ultimate Weight Solution i found the answers i needed to not want to find a substitute. i began to understand that i was not only hurting myself- something i had not given a lot of thought to- and i began to realize that many of my habits were there because i rationalized them in my mind. both of these realizations came from reading Dr. Phil's book and truly accepting the lessons he teaches.
the Ultimate Weight Solution is not a diet book even though i have lost weight (about 12 pounds so far!!), it is book about behavior and how you change your behavior to support a healthier lifestyle. i am very happy with the results with my weight as well as the results in my home and in my mind. i feel much better about myself as a person and i owe Dr. Phil a big thank you for all that he has done. I think the book should be read by everyone because it is so supportive of a healthy lifestyle, which people in America seem to be lacking. I know that the book helped me and it can help you too. God Bless America.

Exceedingly Thorough and Strong
Though not as current as some other texts dealing with corporate communication, Argenti's book is still the best. It combines both theory and practice, never letting one dominate the other; instead, it combines them, letting their merged strengths shine. It's similar to Guerrilla PR: Wired by Michael Levine, which also utilizes the practice of public relations to great effect in examining how to attain the objective.

Argenti uses several brilliant case histories in his examination of corporate communication. This text is both informative and useful. I would definitely recommend it to anyone who's involved in the field.

Paul Argenti's Corporate Communication: A new perspective
I have been using Paul Argenti's Corporate Communication for my Management and Corporate Communication class and find the book very systematic and comprehensive. It provides students with a new perspective of professional external and internal communication that a company needs to build its image and identity. Especially, the down-to-earth cases for discussions such as, the Adolph Coors Company and the 60 minutes CBS program, and the case of United Technologies, are perfect application of knowledge to practice. More significant is that those problems are universal and might occur to any organization. And this is credited to Paul Argenti's long experience of teaching management and corporate communication. I really enjoy using this book. ... Read more

Book Description

When it comes to starting a new venture, there are a myriad of details that require consideration-everything from finding a name and getting needed licenses to financing and promoting the new business in the crucial early days.Without a practical road map, entrepreneurs can easily lose their way in a thicket of pressing legal and financial issues.

One of the most popular resources for those considering starting a business is Steps to Small Business Start-Up.Now completely revised in an all-new and up-to-date fifth edition, it offers guidance and wisdom from two entrepreneurs and authors who have been down this road.These are proven techniques for building a successful business from a solid foundation, starting with the fundamentals.

With this start-up guide as mentor, entrepreneurs have the tools at hand to answer their most important questions: Is this business viable?Where should it be located?What is the best legal structure?How about cash flow?

The authors provide a detailed and systematic process for covering all the bases:
*Identify the most appropriate business.
*Use existing technologies to speed up research andhandle details with ease.
*Deal with money and financial issues up front-what to do, how to avoid pitfalls.
*Protect business assets with insurance, trademark,copyright, patent, and other strategies.

The charts, figures, spreadsheets, and forms will support business owners so they make all the right moves.This is the one-stop resource covering all the basics needed to launch a successful new venture. ... Read more

Reviews (1)

A "must" for aspiring entrepreneurs.
Now in a completely updated and expanded fourth edition, Steps To Small Business Start-Up: Everything You Need to Know to Turn Your Idea into a Successful Business continues to be an excellent and comprehensive "how to" guide for aspiring entrepreneurs needing to learn and implement proven step-by-step methods for launching their new business. All of the mechanics for starting up a business are included from choosing the business that best suites you, to using technology to advantage, to researching the market for profitable customers, to protecting your business via copyrights, trademarks, patents, and proper insurance. Also covered are such vital elements as staying legal with appropriate permits and all the financial issues from bank accounts to cash flow to keeping adequate financial records. Each chapter includes information on how to best utilize technology (including the Internet). Steps To Small Business Start-Up is further enhanced with the inclusion of forms, worksheets, samples, and examples. If you are thinking of beginning your own business, home-based or otherwise, begin with a thorough reading of Linda Pinson and Jerry Jinnett's Steps To Small Business Start-Up. ... Read more

Book Description

The Encyclopedia of Public Relations explores the evolution of the PR field, with examples from history describing events, changing practices, and the key figures who developed and expanded the profession. This two-volume set is the first and most authoritative compilation of the subject, and is a must-have for any library serving patrons in business, communication, and journalism.

The encyclopedia explores key challenges facing the profession of public relations and its practitioners, such as earning the trust and respect of critics and the general public. Opinions about PR are as diverse as the issues addressed by the people and organizations in the field. One good example is ethics (decision-making, creation of meaning, etc.), and the popular notion that many PR practitioners use their skills to deliberately misinform the public. In contrast, public relations professionals also have an integral role in social responsibility, such as notifying the public of climate or public health concerns. These volumes go into great depth about such ethical policies and challenges. In fact, the Public Relations Society of America (PRSA) operates under a specific code of ethics—full details of which are included in an appendix.

The Encyclopedia of Public Relations has also been put together with the knowledge that PR does not exclusively reside in the United States. Major international figures, research, and organizations play a key part in the project. Led by renowned editor Robert Heath (University of Houston), with advisory editors and contributors from around the world, this set is designed to reach a wide array of readers who can serve as opinion leaders for improving the image and ethics of the practice. It is intended to be an honest but positively biased treatment of public relations, with an appreciative view of what public relations is and does.

Topics Covered

* Crisis Communications and Management
* Cyberspace
* Ethics
* Global Public Relation
* Groups
* History
* Jargon
* Management
* Media
* News
* Organizations
* Practitioners
* Relations
* Reports
* Research
* Theories and Models

Advisory Board

Elizabeth L. Toth, Syracuse University
John Madsen, Rock Island, IL
Dean Kruckeberg, University of Northern Iowa
Kirk Hallahan, Colorado State University
Timothy Coombs, Eastern Illinois University
Shannon A. Bowen, University of Houston
A.A. (Betteke) van Ruler, Free University Amsterdam
Kathleen S. Kelly, University of Florida

Book Description

This book sheds light on the often perplexing phenomenon of rumor and offers a blueprint for preventing and neutralizing rumors in business contexts.Author Allan J. Kimmel explores the rumor phenomenon and distinguishes it as a unique and distinct form of communication.He examines the psychological and social processes underlying rumor transmission to clarify the circumstances under which people invent and circulate rumors.He also investigates the ways in which rumors are spread, offers strategies for responding to rumors when they surface, and suggests methods for preventing their occurrence.Numerous examples of actual rumor cases illustrate how managers coped with damaging rumors--either successfully or unsuccessfully--at Procter & Gamble, McDonald's, Snapple, Pepsi-Cola, Gerber, and other organizations.

An essential, practical guide with a strong theoretical foundation, this book provides:
- a straightforward and comprehensive assessment of the forces that give rise to rumors in the business environment;
- strategies for controlling marketplace rumors and for effectively and efficiently handling the organizational "grapevine";
- a clear presentation of how information spreads in the contemporary business environment, including coverage of word-of-mouth communication, marketing buzz, opinion leadership, the role of mass media, and interpersonal communication through informal communication networks;
- an application of numerous marketing concepts on such topics as brand image, relationship marketing, public relations, marketing communication, and consumer behavior.

With its integration of theoretical and applied components, this volume will serve both as a text for advanced students and scholars in public relations, social psychology, organizational communication, organizational behavior, management, and related areas; and as an indispensable resource for managers and other professional concerned with preventing and controlling the devastating effects of false rumors, negative marketplace buzz, and destructive organizational grapevines. ... Read more

Reviews (19)

A book about thought control
A teacher colleague and I read this book when it was first published. We would go to the teachers' lunch room almost everday with an ongoing discussion of what we read.

To understand the history, power and influence of public relations and advertising in this country, PR is a must read. In lucid analysis, Ewen lays out how the public relations industry in this country helps to shape the consumer thought of citizens. He shows how this industry grew out of
an elitist view of the masses of people in this country that they did not need to be expose to certain information or processes that converen or controll society--both politically and economically. That instead, their thoughts, ideas, and their access to certain knowledge needed to be controlled and that certain information needed to be manufactured in order to push people to act in a certain way.

He explains, for example, how elitist writers like Walter Lippman "had written that the key to leadership inthe modern age would depend on the ability to manipulate "'symbols which assemble emotions after they have been detached from their ideas. The public mind is mastered, he continued, through an 'intensificatioin of feeling and a degradation of significance.' " In other words, corporations, and their public relations workers essentially use symbols to further their agendas, which is basically to make huge amounts of profit.

I look forward to reading other books by Ewen.

Good book on the subject of PR
It took to me nearly one month to sit down and write about this book. It has valuable strenghts and some weaknesses.

As a whole, "PR!" makes no easy reading.
It is sold as a "Social History of Spin" and consists of five parts.

Part one tells us about the interest of the author - his attempt to discover the social and historical roots that would explain the boundless role of public relations in our world.
This is the best part of the book, it's fresh, it's written full of enthusiasm, and it feels; Stuart Ewen tells us of his visit with Edward Bernays, one of the most influential pioneers of American public relations.
Ewen describes how he started teaching his course, the "CULT(ure) of Publicity"; how he and his students made the class "look good", "look interesting" in the presence of an unaware journalist, so to meet the reporter's standard of "intriguing".
If you are interested in how spin works, this first part is a must!

Parts two and three really are a social history of spin.
Page after page, Ewen writes a "grim meditation on the human price of industrialization".
Mmmh.
I think this book is very smart. Why? The author brings us examples from the past, and extensively quotes other's sources. Here's an excerpt (as Upton Sinclair summarized it in 1908):
"See, we are just like Rome. Our legislatures are corrupt; our politicians are unprincipled; our rich men are ambitious and unscrupulous. Our newspapers have been purchased and gagged; our colleges have been bribed; our churches have been cowed. Our masses are sinking into degradation and misery; our ruling classes are becoming wanton and cynical".

The big picture is an account of the "business as usual", but, since the examples come from the past and there's no relation with today's firms and people, it's possible to avoid any costly lawsuit.
Eh, eh! Excerpt:
(...) AT&T, in 1903, engaged the services of a recently founded enterprise known as the Publicity Bureau, located in Boston. The Publicity Bureau, a partnership of experienced former newspaper men, was already achieving a reputation for being able to place prepackaged news items in papers around the country, and Frederick P. Fish, president of AT&T, believed that this know-how might be serviceable in the defense of the Bell System's corporate game plan.
James T. Ellsworth, a seasoned journalist with the Bureau, was given the job of steering the AT&T account.
(...) Developing a strategy out of his firsthand experience, Ellsworth took a firts step, which was based on his understanding of newspaper economics. By 1900, advertising - not circulation - was already the prime source of income for most newspapers, and Ellsworth fully comprehended the unspoken power that advertisers could exert over editorial policy and content.
(...) With the lubricant of advertising dollars, Ellsworth was soon providing suddenly compliant editors with a diverse range of packaged articles, already typeset and ready to be placed".

Pity, the extensive use of quotations tends to slow down the reading speed.

Part four looks like an hagiography of Franklin Delano Roosevelt, I just it think is out of the "Social History of Spin" topic.

Part five is a sum-up of the whole book.

Here is a quotation I appreciate a lot:
"The relationship between publicity and democracy is not essentially corrupt. The free circulation of ideas and debate is critical to the maintenance of an aware public. (...) Publicity becomes and impediment to democracy, however, when the circulation of ideas is governed by enormous concentrations of wealth that have, as their underlying purpose, the perpetuation of their own power. When this is the case - as is too often true today - the ideal of civic participation gives way to a continual sideshow, a masquerade of democracy calculated to pique the public's emotions. In regard to a more democratic future, then, ways of enhancing the circulation of ideas - regardless of economic circumstance - need to be developed.

What is the summing up of this review?
We have here a book worth reading, a smart book that uses history as a tool to understand how spin works right now.
It provides much food for thought - maybe try not to read it when you're tired, but when you are vigilant and with your sense of criticism well aware.""

Govt communicators should also see Media Relations Handbook
Ewen's book is interesting, but for a newer, practical book written by a Washington 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 at MediaRelationsHandbook.com or search Amazon using the ISBN: 1587330032

read me
Great book, very entertaining. Read Guerilla PR Wired too and recieve a full idea of what PR should, can and shouldn't be.

Best book on the subject of PR
I've recently been investigating the history of public relations for a class I'm teaching. Having surveyed the literature on the subject, this one is head and shoulders the best, more informative and insightful than other books. The historical depth, and range of analysis--linking public relations to broader social realities--are extraordinary. ... Read more

Book Description

Reviews (2)

EXCELLENT CHOICE BUT...
Robin Cohn explains in a simple and easy way how to manage a crisis; She mostly writes about "what not to do" in a crisis and "what to do" to prevent a crisis... I was expecting a couple of guidelines of "what to do" during a crisis and I din't get to much of that.
The cases explained in the book are excellent examples and Cohn does a great job on relating every thing she says with an example.
The book would have been even better if some international crisis examples have been mentioned; This would have been extremely useful for Latin American PR Consultants.
I recommend this book to every crisis Manager because of the examples and case studies that Cohn writes about..

PR Crisis Practice Turns Peril Into Opportunity
This is the best book I have read on how to prepare for and handle public relations crises. It is incredibly up-to-date and timely, featuring material in its introduction about the public relations aspects of the currently occurring recall of Firestone tires being used on Ford Explorer vehicles.

Business has become one of the favorite whipping boys in the media to provide temporary diversion from the usual stream of personal scandals, talk show confessions, and entertainment releases. Do a good job, and you will seldom appear. Be remotely connected to something harmful, controversial, or threatening, and the world is at your door. Ms. Cohn does a very effective job of explaining why this is, and how you can influence it.

The book is organized around 7 deadly sins in a public relations crisis. These sins are really mindsets that are mistaken and will usually prove harmful:

It will never happen here (chances are it will)

I don't care how it looks (the more you ignore it, the worse you make things, up until the day that everyone involved is fired)

Let them eat cake (describing things inaccurately just draws more wrath and personal jeopardy)

It's not our fault (customers and the public aren't looking to find out who's at fault, they want to know who's going to take responsibility for solving the problem so they can feel confident again)

Just say "No comment!" (people will assume you are hiding something and more negative attention will come your way)

Just numbers on a balance sheet (the source of all the damaging material will probably come from current and former employees -- good internal communication and behavior are most critical)

React first, think later (you can step into a mess from which you cannot extract yourself, like quicksand)

These sins and the stallbusting solutions for them are detailed in each fascinating chapter. These sections are enlivened by a wide variety of former crises handled unsuccessfully (such as the Exxon Valdez) and successfully (such as J&J's Tylenol recall). Almost all of them will be familiar in general, but you will get added detail to help you understand why a company did or did not do well.

Ms. Cohn herself is very experienced in this area and draws on personal examples in many cases, especially the crash of an Air Florida jet in Washington, D.C.

The basic lessons revolve around the concept of establishing crisis scenarios and practicing how to handle those scenarios before they occur. You also get directions for how to do the practice so it will be relevant and realistic. This benefits of this type of simulation training are also spelled out well in The Art of the Long View, which you may wish to read as well.

The book is filled with an enormous quantity of do's and don't's. I found it hard to keep track of them all as I went along. I was pleased to see many of the concepts behind them summarized on pages 329 and 330. You might find it easier to absorb the material in the book if you began by reading the introduction, then went to these two pages, and returned to the beginning of the book.

The management process described here would work well in any problem-solving environment. Although the author does not make that point, you should be sensitive to it. You have a lot more to gain by studying this book closely than you realize, and broadening its application. Stalled thinking is also a problem in other critical areas of a company.

Remember that an ounce of prevention can often be worth much more than a pound of cure! ... Read more

Reviews (2)

Reputations do matter!
This book is exactly what I needed. The chapter on the Harvard reputation building will now form part of the research for my MBA dissertation. Fombrun clearly sets out perceptual mapping and the real value that companies can gain from reputation building.

The book is technically just right, not too light with just the right amount of researched data to back up statements made.

I highly recommend it to any company trying to decide what else it could do to boost sales.

Invaluable for PR Counselors
Fombrun's REPUTATION is an invaluable tool that can help PR counselors better explain the importance of actively managing the client's internal and external images.

The hardline examples from famous American businesses are very impactful; the messages are impossible to miss.

In fact, when one client said he thought Reputation Management was unnecessary, because his sales were doing well, I asked him:

"What is it you know that the Fortune 500 companies obviously don't? They're apparently wasting millions of dollars every year on PR."

Enough said. ... Read more

Book Description

In the bestselling tradition ofThe Lazlow Letters and Letters from a Nut, screenwriter Paul Davidson has been firing off humble but humorous letters to Fortune 500 companies to find answers to such hot-button questions like why hasn’t Minute Maid begun to sell an all pulp, juice-free product yet, and whether it’s safe to microwave a bowl of Marshmallow Fluff on high for ten minutes. And the funny thing is . . . consumer-care departments everywhere have been writing back to him, addressing his queries with deadpan seriousness.

Collecting dozens of selections from Davidson’s funniest correspondence, Consumer Joe uncovers why a box of fifty envelopes only contained forty-seven and how colorblind people are supposed to tell whether their Ziploc baggies (“yellow and blue makes green”) are properly sealed, while making numerous product-improvement suggestions along the way (such as adding Tuna Melt flavor to the Jamba Juice product line).

Taking aim at the increasingly advertising-sponsored society, Consumer Joe features utterly absurd but irresistible missives to companies ranging from Barnes & Noble and Fed-Ex to Southwest Airlines and Taco Bell. Full of kvetches we all can relate to, Consumer Joe is poised to become the patron saint of every beleaguered shopper.

Reviews (11)

An idelible character
Sure the letters are funny, but the best thing about Consumer Joe is the guy who ostensibly wrote them, David Paulson. In him, Paul Davidson has created a vivid comedic character who writes with a hilarious combination of outrage and naivete as he huddles in his Beverly Hills apartment with (if his letters are to be believed) several cats (one of them injured), a thrill-seeking dog, and stacks of coupons sent to appease his urgent need for justice. Letter-by-letter, we learn more about this person and his equally eccentric extended family, until he becomes a fully-realized creation reminscent of Rob Long's brilliantly funny agent character in "Conversations with my Agent." Though the letters in the book gave me more than a few hearty laughs, discovering the character of David Paulson was an unexpected pleasure of reading this book.

Very Funny, Enjoyable Book
A previous reviewer complains that this book adds nothing new to the prank letter book genre. While I respect the opinion, I wholeheartedly disagree.

The main thing that this book adds to the genre is this: a darn funny, side-splitting, hilarious book. Does the author reinvent the prank letter? No. Does he set the world of prank letters on its head? No. Does he make you question your existence as a human being reading a prank letter book in a cold, unforgiving universe? Uh, no. Does he make you laugh so hard that you can't catch your breath and tears are running down your face? For me, the answer was YES YES YES!

Anyway, if you're looking for a book that cures cancer or re-invents the wheel, look elsewhere. But if you're looking for a really funny, quirky book that will add a few hours of fun and laughter into your life, I wholeheartedly recommend this book.

Finally fresh humor
This is the funniest, wittiest and original book I've read in ages. With so much mundane humor out there it's refreshing to see some fresh and original humor. I read this book in one sitting, laughing out loud. Paul Davidson has a rare gift. I look forward to his next endeavor.

Great coffee table book...
I purchased this book after hearing the author on KROQ. I absolutely loved it. It was a combination of funny yet realistic situations. I've often asked myself some of the very same questions and could relate. I read some of the letters at a family gathering and we laughed out loud.

Laughing Out Loud
So I heard about this book from a friend, so I picked it up for a recent trip to NYC. I cracked it open @ the airport as I waited for my flight. "David Paulson's" letters are so quirky and bizarre, its hilarious. I just kept thinking, how does this guy come up with some of these scenarios and inquiries. Corporate America is just so white collar and by the book, it's refreshing that a handful of companies even played along. At one point I was lauging out loud for 5 minutes straight at JFK as I sat at the gate. I ended up taking the book into work and it was water cooler chat for a week. This is an excellent conversation piece or just a laugh out loud book to keep in your guest bath. I highly recommend this book..... ... Read more

Book Description

The founders of one of today's hottest, most innovative advertising agencies explain how to ignite the kind of marketing explosions that will capture customers' attention.

Linda Kaplan Thaler, the CEO and Chief Creative Officer of the Kaplan Thaler Group, is the brains behind a host of memorable and highly successful ads, from the irresistibly sentimental "Kodak moment" campaign to Herbal Essences' "totally organic experience" to, most recently, the irrepressible AFLAC duck. In Bang!, Kaplan Thaler and Robin Koval of the Kaplan Thaler Group, currently ranked as the fastest-growing ad agency in the country, offer the kind of out-of-the-box thinking and proven strategies that marketers anywhere can use to create loud, clear, attention-grabbing messages about their products and services.

Presenting an arsenal of "big bang" ideas, the authors discuss how to create a memorable publicity hook and how to design attention-grabbing packaging that taps into consumers' innermost desires. They interweave entertaining accounts of their successes and failures, as well as those of other companies to suggest specific ways to establish an atmosphere conducive to innovative breakthroughs--why having "enough" time to work on a project can be a disadvantage, and why having a small staff in a cramped space is often the best way to come up with big ideas.

Full of colorful anecdotes and inspiring accounts of campaigns that have catapulted revenues and increased market shares, Bang! shows how to create a marketing campaign that rises above the banal barrage of commercials to create a genuine marketing explosion. ... Read more

Reviews (30)

A lot of fun to read
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"Bang!" is an important book that addresses an important issue in the field of modern advertising: How to make your message stand out in a country where people are exposed to thousands of ads per day.

"Bang!" dovetails nicely with other books that have become my marketing bibles: The works of Jack Trout and Al Ries ("Positioning," "The 22 Immutable Laws of Marketing," etc.), C.G. Rapailles book on archetypes ("The 7 Secrets of Marketing"), Robert Cialdini ("Influence"), and Mary Wells Lawrence ("My Big Life in Advertising"). Perhaps the strongest companion to this book, however, is Twyla Tharp's latest, "The Creative Habit."

Kaplan-Thayer, Koval and Marshall provide lots of excellent examples in "Bang!". More importantly, they provide details about how their campaigns (and others) fared, both in their test phase and the actual rollout. That increases their credibility, and I salute (and envy) their success.

But you have to take some things in the book with a grain of salt. For example, it's not always a good idea to break the Rules (chapter 2) if you don't know what the rules are that you're breaking. There are several principles of marketing that will always be applicable; as Trout and Ries say, "ignore them at your peril." For all of their creative campaigns, and the success that has followed them, the authors, in fact, do adhere to successful principles of marketing. They just hold them up to a fun house mirror, with outrageous results.

My rating for this book: "Yes! Yes!! Yes!!!"

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There are better marketing books out there
This is a quick read about happenin's at at happenin' ad agency, no more. If you are looking for books to help you better position your business, read:

(1) The Green Banana Papers by Chris Coleman (ISBN 1887617027) -- a book written by an agency person also, but with real focus on positioning and messaging and good practical advice

(2) The classical Crossing the Chasm by Geoffrey Moore (ISBN 0060517123) -- it has as excellent chapter on the prosess of positioning. A must-read for anyone in high-tech marketing!

Both are excellent choices.

If you still want to read Bang!, check it out at the library; don't waste you money and shelf space.

"Bang!" is invaluable for any professional person!
This book is a fresh and fabulous approach to thinking "outside the box." Not only for people in the advertising and marketing professions, but even for lawyers (I am one) and other professionals. It is hysterically funny, it is creative, and it SHOULD make you think differently about solving problems in your profession. Its authors have considerable experience and success in the advertising world -- they have packaged that knowledge into an insightful and entertaining tome.

The Bang Proof
As a former owner of a small business, I found this book to be so enlightening and practical. It departs from the routine suggestions on how to start or operate a company - small or large.

I would rate this more than 6 stars if it was an option.
A very satisfied reader.

The Bang Message
I have read several books which were meant to show how to start an ad agency which I found to be routine classical so-called information. The Bang book is entirely different! It is written by experts, in plain language, describing how their agency became so profitable and creative in such a short time.

I can only believe that negative reviews come from envious or standard conventional competitors. The success of the KTG departs from the "normal" and that is why so many large and small companies have selected them over so many other agencies.

I truly believe the contents of this book can apply to ANY startup or existing business other than advertising. ... Read more

Book Description

This 2004 revision includes five new chapters on the subjects of crises that were handled well or badly including: What Rudy Giuliani Did Right After the World Trade Center Attacks; What the Catholic Church Did Wrong; What Can We Learn from Martha Stewart; the Black-Out of '03; and Crisis Response to Dumb Decisions. ... Read more

Reviews (12)

getting ahead of the critics with honesty and integrity
The author has presented a straight forward,plain talking approach to dealing effectively with potential negatives which are often exaggerated by the media and accentuated greatly in the absence of facts. While the author speaks from the standpoint of an industry that is often subject to hypercritical reviews,the information has validity and purpose in virtually any situation involving the necessity to communicate publicly concerning unpleasant,distasteful, or downright volatile circumstances. The management of the Exxons,Enrons,Arthur Andersens,etc and many of the Nation's public figures would be well served by abiding by the principles put forth in the book.

Pleasant and very informative reading!
Ms. Hoffman's book, "Keeping Cool on the Hot Seat", gives a comprehensive perspective on turning a negative situation into something positive. As an educator, I found this book to have great application not only in the public relations world, but for anyone who needs to proactively communicate with other persons about delicate situations. As a small business owner, my husband was able to recall numerous situations with customers when he could have functioned more effectively had he been aware of the principles and approach to the management of crises.
Ms. Hoffman writes with wit and a definite expertise on her subject. Colleges and universities should consider this text for training future business leaders, and it should be required reading for any persons who deal with the public on a regular basis.

Must Read for Communications professionals
I enjoyed reading this book a great deal. It vaidated much of what I had already learned and pointed me to new and useful techniques,ideas and resources. Not only MUST communications professionals read this book, I think it is a valuable tool for anyone who wants to understand the dynamic world of media and news reporting

brillaint and necessary
I wish I read this book sooner. Working in PR puts me in front of the media all too often and I wish that I had had this book when I first started. It could have saved me some grief. But I've read this book now and also Michael Levine's Guerrilla PR Wired so that I now know everything to make me a success.

Great advice for college administrators
Judy Hoffman's book is a great tool for PR Directors and Public Affairs Directors at colleges and universities to use to prepare or update their Crisis Communications Plans. Her book is easy to read with great tips, including her "10 C's of Good Crisis Communications." I can't imagine a better resource to utilize than this book. If I am ever faced with a tragedy on our campus, I would first turn to my Crisis Communications Plan and then re-read this book. ... Read more

Book Description

"Excellent advice."--Public Relations Quarterly

Nearly a decade after it first hit bookstands, Michael Levine's Guerrilla PR remains one of the industry's bestselling, best-reviewed, and most valuable how-tos for garnering low-or no-cost publicity. Now, Guerrilla PR Wired updates Levine's attention-getting strategies for today's globally wired environment. ... Read more

Reviews (10)

A book for the inexperienced or unenlightened
If you have NO experience, NO education or NO background in marketing, running a small business or promoting a web site, you MIGHT get something out of this book. To illustrate, here are a few of "Levine's 10 Commandments for Internet PR" listed in this book (paraphrased to save space): 1. Know your audience, 2. Know your product 3. Don't send spam ... 5. Don't overspend, 7. Send email to interested parties, 9. Seek out and provide links to your site. Some real ground-breaking revelations here, as you can see. I also found the writing style to be a bit condescending and wordy, as if the author was trying to stretch very slim information into a decent sized book. That pretty much is what this book is about - a few commonsense basics that anyone but a complete novice already knows, stretched into a book.

From Someone Who Knows It All
Michael Levine is like no other in his field. This book is a great way to dive into the mind of a person who has been in the entertainment industry for decades. If you're curious about PR and you are ready to learn about this field, I recommend this book.

It is very easy to understand.
For a person who just got interested in the web based publicity, it is perfect. The basic of the subject matter is well explained in the language we all understand. As a graphic designer, I have studied these subject matter. However, the way this book explains is a good example of how to explain to the clients how your knowledge work for them.

Good book for when it was published
This book is very informative. My only warning is to realize that this book was published awhile ago so some of the information may seem like common sense. But for the novice I think it is very helpful.

An Author who Knows what he's Talking About!
As a recent college grad. looking to enter the pr field, I found this book extremely beneficial! The information in this book goes way beyond what my professors taught me in the classroom. Readers should keep in mind that information on the web is constantly being upgraded, so if the information seems a tad bit outdated, it's definitely not due to any shortcomings on behalf of Michael Levine, but due to the constant upgrade of technology that is occurring even as I type this review. All that aside, this author is a great teacher of what to expect in the "real world"! ... Read more

Book Description

Thoroughly updated with information on Internet-based PR campaigns

The Publicity Handbook has everything you need to know to win valuable publicity for your product, service or business. Includes step-by-step information on setting objectives and designing an integrated publicity plan, writing press releases, fact sheets and feature stories for all different types of media, as well as extensive checklists and a complete breakdown of sources and services available to publicists­­--databases, media directories, websites, and more. An indispensable guide whether you are a PR pro or entrepreneur!

Reviews (5)

Great on Non-Web Publicity Techniques
Yale and Carothers have a great one with The Publicity Handbook, New Edition. Tons of super-useful stuff, ideas! But, not exactly web-oriented, unlike Michael Levine's Guerrilla PR: Wired, which fully takes the Internet into account in how to get publicity.

While The Publicity Handbook is great, it's lack of useful stuff about the web does hurt it. If they'd release a Newer New Edition dealing with the Internet, then I'd really really get that.

Great Reference Material
I am a journalism major, but considering a job in PR when I graduate. This book ties the two together, and shows how each should use each other most effectively. It is written in a concise, clear manner. This is a refernce book I will keep close by! For more details, I also liked Michael Levine's "Guerrilla PR." He has much experience with the media, and I think that it is a nice companion for the Publicity Handbook.

Good beginner's guide
When I first started out in PR, I bought this book as a crash course in how to professionally pursue publicity. It's a great primer, and I still have it on my bookshelf today.

The only caution I would give to beginners buying this book is to slow down. Not every institution/business is going to have the budget for some of these ideas. Do what you can with the resources you have, and use the book as a good guide.

Great resource for beginners
I've done press work for a number of years, so I was familiar with a great deal of the material covered in this book: how to approach the media, how to compile crash lists, etc. I think that this information, as it is presented by Yale, would be very helpful for newcomers to the field.

What I appreciated as a more experienced person was the inside information and advice on handling difficult situations. I also found the end-of-chapter checklists useful and enjoyed reading the many quotations from reporters and PR professionals. These appear throughout the book and they tie the advice given to the opinions of people in the fields.

If David Yale is considering revising the book for the year 2000, I would recommend a whole section on the internet.

This book, even without much on the web, is worth the twenty bucks. The behind-the-scenes information and media relations do-s and don't-s make it a worthwhile purchase.

Great for Beginners or Those Doing Publicity as a Second Job
In short, get this book if you are needing to get started in PR as part of your job, or are a beginner as a PR specialist.

My first PR job was at a nonprofit with no money for 'real' PR. This book helped me use the few dollars we had without comprosing quality required to make a good impression to publications.

It explains the basics, what make a good PR person, and how to pull together the job of convincing others to cover your stories. How to get pics published, media visits, controversy. Logically written, it outlines options and reasons for responding to various situations.

A great asset.. this book has a solid directory of resources to help you get your job done.

No essential is left without guidance. However, missing from it is a "new" essential, the web. Maybe a newer edition will come out to cover this? ... Read more

Book Description

Publicity lets the world know who you are, what your company offers, or the urgency of your cause. Whether you want to draw in new business, establish yourself as an expert, or introduce a new concept to the community, free publicity is the cheapest, most credible way to do it. This newly updated edition of a classic guide to obtaining media coverage includes tips for using email and the Web to reach publicity gatekeepers, along with the basics of earning ink or airtime. It also covers: o Getting started-how to overcome fears, feel comfortable, and think like a publicity hound. o How to write tip sheets, pitch letters, and press releases that roll out your message and keep you in people's minds and files. o Performing on radio, TV, or the Web like a pro. o How to be easily found through the search engines. ... Read more

Reviews (17)

Maximum exposure for minimum budget
Marcia Yudkin is a name that shows up in a lot of places when it comes to marketing. When you want a million dollar marketing plan but have a thousand dollar budget her name is the first one on many lips. In "6 Steps to Free Publicity" she shares some insight into the various methods of getting free or low-cost publicity. Whether it's writing articles, becoming a recognized expert, driving traffic to your website, or getting testimonials it's all covered in this book. One of the more useful chapters is the one on creative ways to find new marketing angles, images, and exploits for your products or services. If you want to understand the principles of inexpensive publicity techniques you can't go wrong with this book. If you are responsible for the publicity program for your business you will find the book a great resource. After reading "6 Steps to Free Publicity" you will probably want to follow up with a visit to her website (www.yudkin.com/marketing.htm) for more information and tips. This is a recommended purchase for anyone trying to gain a high level of visibility with a shoestring budget.

Buy this book and get famous
The first edition of Marcia Yudkin's "6 Steps to Free Publicity" showed me that getting publicity was possible, and how to get started. My first press release got one of my seminars featured in the Houston Chronicle. Since then, I have appeared on television and radio numerous times, and in local and national publications including Black Enterprise, Bottom Line Personal and Woman's Day.

The new "6 Steps" includes all the great information that made the first edition a classic, with lots of updates. Many of the updates show how to incorporate Internet strategies into your publicity campaign, and there are new tidbits, examples and resources throughout the book.

Publishing articles has been a very effective strategy for me, and my current marketing plan calls for a more structured and ambitious effort in this area. The details in chapter 8 will be invaluable as I launch this part of my marketing program.

Marcia Yudkin knows her subject, and communicates it well. Marcia has been a mentor to me for years through her writing. I have long suggested her books to colleagues and clients, and strongly recommend this book. So, what are you waiting for? Click the button and add "6 Steps to Free Publicity" to your shopping cart. You won't regret it. See you in the news!

6 days and I already have the media's attention
I recently purchased "6 Steps to Free Publicity". I had not finished more than 60% of the book before I noticed my first opportunity for free media attention, an article in the largest newspaper in our state. The article hit a hot button in my industry, and I saw an opportunity to expand on the article and be a resource for the media. I wrote a response letter using Marcia's suggestions in "6 Steps to Free Publicity," I suggested a follow up article that I would like the paper to write, and received a detailed and enthusiastic reply from the journalist, which included an offer to use me in the article. I know that without "6 Steps," I would not have seized this opportunity. Nor, would I have known the proper format to offer my suggestions.

"6 Steps" is an easy read that offers practical tips that will help eliminate your fears of contacting the media. In addition, it offers a wide range of ideas, examples, and stories to apply to all situations of publicity and all personality types. If you have a desire to get the word out about your product, service, organization, or yourself you owe it to yourself to purchase this book.

A GREAT BOOK
6 STEPS TO FREE PUBLICITY helped me figure out quick and easy ways to promote my own book, TIMELESS SKIN. Marcia Yudkin takes you through the pitfalls that stop you from just doing it, explaining how to get over the fear of self promotion. I have many books on the subject, but it is 6 STEPS that I keep turning to over and over again. I highly recommend this book.

What A Find!
I LOVE Marcia Yudkin's *6 Steps To Free Publicity*.

After meeting with a few publicity pro's to consider partnering to launch a media campaign, I took the advice of a wise friend...I looked in the mirror and knew I was the right person to approach the media on my company's behalf. But I still needed a few expert tools as a guide.

First step? I re-read *6 Steps* and dug in. It's short and to the point and written in a spirit of fun and success. Add a little help and advice from others along the way and I'm actually enjoying the whole publicity process...and, thanks to Marcia for sharing her expertise, I've saved a few agency fees to boot! ... Read more

Book Description

From Wonderbra to McDonalds, from Harley-Davidson to Viagra, today's world-leading companies and brands are using public relations to add power and persuasion to all of their marketing messages. Information, rather than salesmanship, builds credibility with sophisticated and skeptical consumers, and public relations, long viewed as the most trustworthy source of information about products and services and the companies that provide them, can effectively reach targets where other marketing communication tools fall short.

In Value-Added Public Relations, Thomas L. Harris, the industry-leading expert in marketing public relations (MPR), examines how and why public relations plays a critical role in integrated marketing and explains the many ways PR can add value to an integrated marketing communications (IMC) program. Harris analyzes the relationship between product- and corporate-brand building and, through dozens of case histories and examples, shows how some of the nation's most successful marketers have used PR techniques to enhance all of their marketing messages. Among the book's features is a comprehensive guide to writing an IMC plan including writing a situation analysis, setting objectives, developing a strategy, devising tactics, and then measuring results. Detailed descriptions of more than 50 effective PR tactics involving all media, including new technologies, are also included.

Reviews (12)

Great Book Without B.S. ! Read It Now!
Probably the best and most practical book on PR, from a strategic marketing perspective.

There is no non-sense,no unnecessary words--no B.S.!

The author is a real practitioner in Marketing Public Relations with impressive real world and academic credentials.

If other marketing or management gurus can write like him, there will probably be more practical business books for the readers -- the knowledge end-users to enjoy.

Valuable, But Not Up-To-Date
Value-Added Public Relations argues that public relations are key to any successful marketing campaign. The book predominantly rests its premise on the belief that public relations adds credibility, and, thus, "value" to the marketing campaign. While I know plenty of marketing executives are unhappy about admitting it, I'm not sure I would call it a secret weapon.

The book is loaded with several case history examples. While it's well-written, overall, it fails to convey its message while taking into account the Internet. For that, I suggest Michael Levine's Guerrilla PR: Wired, which accepts the Internet's uses in a public relations and marketing campaign.

Overall, Value-Added Public Relations is a strong, if outdated, piece of work. While its suggestions are still useful, and it is a thorough piece of work, it would be worth considering to wait and see if an updated edition is released.

NO NEW THINKING HERE
I just can't figure out who this book is written for. It was highly disappointing - instead of finding fresh thoughtful new insights and innovative suggestions for how to build on what's already tried and true and been done to death in Marketing PR from an industry "thought leader", or so Mr. Harris positions himself, I found tired old industry award case study submission retreads GALORE (fyi - these case studies are submitted by PR agencies and spun like no one else can spin 'em to advantage so they can win the award to get new clients). What that means to the reader is the facts presented in these "case studies" are highly slanted, and for starters, give no "fair and balanced" counsel in terms of explaining reality (the very same one we have to market in every day), such as, OVER HYPING with PR isn't any better than blowing your wad on ineffective national TV commercials that don't cut the marketing mustard anymore. Essentially, the case studies are PR themselves.<...Regardless of the date this book was published (1998), doing what worked yesterday was dated as soon as the campaign was implemented, which was long before Mr. Harris repackaged these case studies for a book publisher (no wonder self-publishers are flourishing).

MY KEY LEARNING TO YOU: If your strategy is to focus on how "they did it yesterday" and what worked yesterday, this book is for you. However, if you're a little more forward-thinking, concerned about constantly improving to stay ahead of the competition, and prefer seeking inspiration for creative new strategies, ways of thinking, and of identifying connections between seemingly unrelated concepts to get your marketing in high gear, do some real work: start digging for inspiration, it's everywhere, unlike what's in this book.

Kotler journal writings are more interesting
The book was just okay. Kotler's business industry and journal writings are much more insightful and interesting. Too basic for marketing practicioners.

not very useful
I read this book and I was dissapointed. It's out of date and not really relevant. My girlfriend hyped this book Gurilla PR Wired by this Livene guy which I read and was really impressed by. For anyone who is thinking about reading Value Added Public Relations read this other book instead ... Read more

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Now your reputation can be attacked by anyone, anywhere, at any time. Now Is Too Late delivers a blueprint for 21st-century crisis management that reflects your constituents' new demands for instant, accurate answers direct from you, not the media. Crisis ... Read more

Reviews (1)

Timely Help for PR Professionals
With lightening speed companies are suddenly thrust into crisis mode in these heady electronic times. Today's PR professional has to not only think quickly, but proactively to think ahead. How to handle a situation like the ones handed, say, Firestone, or Andersen. This book is the best one in its field when it comes to rolling up its sleeves and offering pragmatic guidance. Baron has been there and done it. He can help you and your company survive. Get this book, and be ready! ...