Power Public Relations 2e Hard [Hardcover]

Leonard Saffir (Author), Jerry Della Femina (Foreword)

Book Description

Publication Date: December 1, 1999

Reveals a dynamic, powerful discipline that's successfully being used to influence thinking and shape public reaction. Complete with hands-on advice on working with the media, capturing public interest and building and evaluating a successful public relations program.

Editorial Reviews

From the Back Cover

From the White House to Hollywood, from Internet start-ups to corporate giants, a dynamic discipline--power public relations--is continuing to shape the fortunes of today's corporations, politicians, heroes, and products. No longer just a prop to marketing or corporate communications, public relations has become a powerful, persuasive discipline and a force to be reckoned with. What exactly is power PR? It's a research-based matrix of sophisticated public relations techniques being used to influence thinking and shape public reaction. An arsenal of powerful tactics for the aggressive engineering of perception, power PR is a major branch of organizational functioning and the essential element for success in business or politics today. Leonard Saffir's Power Public Relations chronicles this new PR--from its infancy in mass media to its apex in the Information Age--and offers a myriad of examples of power PR in action--in business, in politics, in entertainment, on the Internet, in the courtroom, in the news, and elsewhere. Complete with hands-on advice for working with the media, capturing public interest, and building and evaluating a successful public relations program, Power Public Relations presents new opportunities for anyone who understands the new PR and puts it to work.

Product Details

• Hardcover: 336 pages
• Publisher: McGraw-Hill Companies; 2 Sub edition (December 1, 1999)
• Language: English
• ISBN-10: 0658000608
• ISBN-13: 978-0658000607
• Product Dimensions: 9.1 x 6.1 x 1.1 inches
• Shipping Weight: 1.3 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #1,137,875 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

0 of 7 people found the following review helpful:

5.0 out of 5 stars Power Public Relations, a "must read" for purchasers of PR, May 14, 2001

By 

karina J. Haas (Torrance, CA USA+) - See all my reviews

This review is from: Power Public Relations 2e Hard (Hardcover)

Four months ago I was researching the powerful but totally underutilized marketing concept known as "word of mouth" on the Internet when I happened to land on Silverman's WEB site... He talked about the importance of "decision acceleration", speeding the sales decision making process, as a way of selling more and dominating your market. He talked about how this is done. I said to my self, "This is powerful stuff, I need to know more." I never heard of decision acceleration before but it totally made sense. I knew speed was vital to the success of many things from race car driving to computer processing to increasing the speed of flow of money in business. Why not accelerate the decision making process in the sales cycle? Silverman is on to something. I want to increase the sales decision velocity in my business and make more sales. I need to know how.

His WEB site told me a book on the subject was soon to be released and I could order it at Amazon.com. I didn't know exactly how word-of-mouth fit in to sales decision acceleration, but they were both things I need to know more about. I ordered the book immediately. I had to wait four months before it was released but the wait was worth every minute. I consider it the best book on the subject of word-of-mouth on the market today and I have read every word-of-mouth book currently in print. It is the only book I can hand to a business owner and say, "This is all you need to set up and run your own powerful word-of-mouth machine" This is very important because almost every business owner in the country will agree word-of-mouth is the most powerful form of marketing there is, but 95% of them do not have a clue how to set up and run a word-of-mouth program. Word-!!of-mouth is something that happens to them. They see it as a result, they don't understand how to set up and control the process. I have talked with hundreds of business owners and marketing managers on the subject. I know whereof I speak. Trust me, they don't know. If you want to set up a powerful word-of-mouth machine in your business, this book is for you.

Chapter 1 is entitled "Dominating Your Market by Shortening the Customer Decision Cycle". The decision acceleration aspect of the book makes it doubtfully powerful. I work exclusively with manufacturers. For them the decision making process, the decision to buy and try their product, takes anywhere from 3 months to a year to complete, and sometimes much longer. Of the average sales decision time in your company could be cut in half, you would double your marketing efficiency and you would sell twice as much product. Yes, you will sell a lot more, even if the ratio of yes to No decisions stays the same, which it won't if you apply the information in this book. The ration of Yes to No decisions will improve automatically just by increasing the speed of the decision.

Silverman's book will be important to my success even if I never apply one word of it to my own business. You see, I own a publicity firm which generates news articles and feature stories that support and increase word-of-mouth, among other things. I have a small potential market, since most business do not have a real word-of-mouth program or know how to build one. I deal with a very small group of enlightened business owners. If Silverman's book is read and applied broadly, it will expand my potential market tremendously. For selfish reasons I hope it becomes a best seller. Broad application of this book will also make the sales marketing process simpler and more efficient for anyone with a valuable product. So, for purely humanitarian reasons I hope this book becomes a best seller.

The information on how to increase the sales decision velocity alone is totally worth the price of the book. The word-of-mouth material in the book is the best I've ever seen. Buy the book. Apply the information. You will thank me and you will thank George Silverman.