Customer Reviews

Press Releases Are Not a PR Strategy: An Executive's Guide to Public Relations

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To the point, informed and rich in examples. Excellent if your are looking for a quick overview of all that is needed to run a PR department in a company. Extremely useful for those who haven't a clue on what's PR and how relations with editors work. Also interesting for those who want to be reassured on their main tasks as a PR exec. But if you have a degree in journalism or already have experience in PR and media relations: leave it.

VandeVrede outlines a clear and critical strategy for do-it-yourself executives who want to promote their companies and services. She reminds even the seasoned executive that it's not enough to talk about your company from your own perspective. Editors need information that readers want and need. That means taking a close, hard and objective look at what you have to offer - and how your services and products will be perceived in the marketplace. Remember, you never get a second chance to make a first impression; so the first time you contact an editor - make it count! (Reviewer is the author of "The Personal Publicity Planner: A Guide to Marketing YOU" and "Top Cops: Profiles of Women in Command.")

While my specialty is not PR, I am a 20+ year marketing consultant who is still often faced with trying to explain to clients why their efforts to send out product announcements aren't yielding any true results. When I first saw the title of this book, I thought to myself "now someone really gets it!". VandeVrede spells it out clearly and effectively that it's all about establishing and nurturing relationships with key editors to understand their perceived needs, and then providing the content that fills their needs (while promoting your business). Effective PR is a process that takes commitment - and VandeVrede's book is a solid primer for business owners and managers who want to understand the step-by-step strategy for making that commitment towards real, measurable results. There's dozens of PR books that will help learn how to write and issue press releases and product announcements. Finally, there's one that tells how to really make PR work for you.