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Winning PR in the Wired World: Powerful Communications Strategies for the Noisy Digital Space Hardcover – October 26, 2000


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Product Details

  • Series: Mcgraw-Hill Briefcase Book
  • Hardcover: 235 pages
  • Publisher: McGraw-Hill Companies; 1st edition (October 26, 2000)
  • Language: English
  • ISBN-10: 0071363424
  • ISBN-13: 978-0071363426
  • Product Dimensions: 9.3 x 6.2 x 1 inches
  • Shipping Weight: 1.2 pounds
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #3,990,061 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Don [Middleberg] manages with his own unique insight, vision, and sense of what's real to re-excite the reader about this subject." -- Ray Gaulke, President and COO, Public Relations Society of America

"Leading edge...a required handbook for all executives, PR Practioners and PR students." -- Brent Baker, Dean and Professor of Communication, Boston University

"PR used to stand for 'Public Relations.' Now the Net has transformed PR into 'Power Relationships.' Here's the inside story..." -- John Sculley, Partner, Sculley Brothers, LLC, Former CEO of Apple Computers and Pepsico

From the Back Cover

No industry has been affected more permanently and positively by the digital revolution than public relations. The speed and reach of the Internet have forever transformed the communications landscape, altering the practice of public relations and magnifying its power. But to many PR professionals, the Internet remains uncharted territory. The destination may be clear, but the coordinates for reaching it are not.

In Winning PR in the Wired World, Internet PR guru Don Middleberg charts the course for getting the most from this ultimate communications tool. By detailing the evolution of the digital communications era, analyzing his original research, and examining some high-profile PR successes and failures, Middleberg offers a hard-hitting and informative guide to what's new, what works, and what doesn't in communications today.

Readers will gain insight into the benefits of combining online and offline tactics and get a tutorial in Middleberg's four fast "rules" of successful PR: (1) Speed Wins, (2) Everyone is Now an Entrepreneur, (3) The World Ends Every 120 Days, and (4) Buzz Is Everything. Through Middleberg's analysis, everyone from dot-com CEOs and marketing VPs to PR agency pros will get a comprehensive and thought-provoking education in PR's new guiding principles.

Written by one of the country's most renowned leaders of digital public relations, Winning PR in the Wired World brings readers up to cyberspeed on the new demands and opportunities for public relations in the wired world.

The broadly accessible, highly competitive marketplace created by the Internet has forever changed the role of public relations work. No longer taking a backseat to advertising, PR is increasingly at the forefront of business success­­or failure. Don Middleberg, Chairman and CEO of Middleberg & Associates and a guru in digital public relations, combines the expertise of one of the country's most highly regarded PR practitioners with case studies of information age leaders, including Amazon.com, Victoria's Secret, General Motors, and Nike. Winning PR in the Wired World can help you take advantage of the world's most powerful, widely-used forum for creativity, precision­­and profit.

"PR used to stand for "Public Relations." Now the Net has transformed PR into "Power Relationships." Here's the inside story on how this is happening.

­­John Sculley, Partner, Sculley Brothers, LLC, Former CEO of Apple Computers and Pepsico

"It's hard to believe that anyone can say anything new about either public relations or the Internet. Don manages with his own unique insight, vision and sense of what's real to re-excite the reader about both subjects. Bravo, Don!, you've done it again."

­­Ray Gaulke, President and COO, Public Relations Society of America

"Leading edge - A required handbook for all executives, PR Practioners and PR students. Don Middleberg is one of the wired PR pioneers and innovators. He lays out a wired working blueprint for action. He hits all need-to-know points from Cyber-PR strategy to tactics. I appoint Don as the leading wired PR teacher in the world. I'm glad he's willing to share his exciting ideas with professionals and students. Don is a winner, and so is his Winning PR in a Wired World."

­­Brent Baker , Dean and Professor of Communication, Boston University.


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Customer Reviews

4.2 out of 5 stars
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Most Helpful Customer Reviews

6 of 7 people found the following review helpful By A Customer on June 16, 2001
Format: Hardcover
The most shameful part of public relations writing is the tendency to sacrifice quality for quantity ... to write something far too long about a very simple key message. (Ask any editor who has been approached by a feature-story-bearing Account Executive). Alas, in this respect Don Middleberg hasn't progressed beyond the low-tech hacks of yesteryear.
I had high hopes for this book, which by all rights should have been the defining text of this era. What I found was a moderate amount of useful information totally obscured by repetitive slush. Some variation of "Companies today need to rethink their strategies to compete in the new economy" appeared on nearly every page. I wish Don had summarized the results of his research in a pamphlet.
Adding insult to injury, the text seemed time and time again to have been doctored at the last minute to cope with the dot-com crash. These PR strategies are not for the Wired World we are now entering, but for the short-lived Net Bubble.
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6 of 7 people found the following review helpful By Christopher Walker on December 20, 2000
Format: Hardcover
I've read a lot fo PR books and this one puts the rest to shame. Middleberg offers real world case studies and very practical advice for how to take your company into the 21st century via smart communications strategies and tactics. Winning PR illustrates how the line between pr and marketing are eliminated as the Internet has enabled us to communicate effficently and directly with your target audiences online. A must read for anyone who works in marketing or PR or is considering it.
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7 of 9 people found the following review helpful By "ldd072000" on November 28, 2000
Format: Hardcover
Leading edge - A required handbook for all executives, PR Practioners and PR students. Don Middleberg is one of the wired PR pioneers and innovators. He lays out a wired working blueprint for action. He hits all need-to-know points from Cyber-PR strategy to tactics. I appoint Don as the leading wired PR teacher in the world. I'm glad he's willing to share his exciting ideas with professionals and students. Don is a winner, and so is his Winning PR in a Wired World.
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2 of 2 people found the following review helpful By Rolf Dobelli HALL OF FAME on August 3, 2001
Format: Hardcover
Don Middleberg adapts key public relations strategies to the new media landscape, transformed by the Internet and wireless communications. He emphasizes the need for response speed and short-term - as well as long-term - planning, since this new environment changes so quickly as to render the future unpredictable. He outlines techniques for getting buzz, which is now a critical element in effective branding. However, this book cannot help but be affected by the dot-com downfall: Many of its examples refer to now defunct companies, or to those who are in deep trouble (and may well be deceased by the time you read this review). Still, if you overlook the problems that come from writing during the Internet reality-warp, we [...] recommend this executive guide for its solid PR strategies, which although geared for a high-tech world, are firmly rooted in traditional method.
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Format: Hardcover
The whole world of advertising, marketing, public relations is in a chaotic state. Old rules just don't apply. Lines, hard cut in the corporate and consumer landscape are blurring and for the first time in a century we find ourselves scrambling to define who we are and what we do.
I run a firm that provides tactical creative services to the corporate world. Don Middleberg's book makes one thing clear: This is a new millenium for any communications business. Any company that hopes to be heard above the din needs to understand the concepts illustrated in this book.
"Winning PR in the Wired World" sounds a bell... a wake up call.
Agile, smart, awake and aware companies can ride the wave or be left behind. Get this book.
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2 of 3 people found the following review helpful By A Customer on February 26, 2002
Format: Hardcover
I purchased this book because of Don Middleberg's good reputation in the PR field. Put simply, it would be an understatement to say that this book is terrible. Three main reasons for my drawing this conclusion: 1. outdated anecdotes and examples to illustrate ideas, 2. the thrust of the book (i.e., what value you get out of it when finished) is bland and generic at best, and 3. poor writing. Middleberg is definitely a successful PR professional but this book is a stinker for certain - and a big waste of money.
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