Customer Reviews

Winning PR in the Wired World: Powerful Communications Strategies for the Noisy Digital Space

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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.

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.

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.

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.

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.

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.

The Internet has radically changed the world of communications, and author Middleberg provides insights on this new communications realm in a book packed with real strategies used by top public relations professionals working online. From blends of online and offline campaigns to innovative methods of reaching new customers and investors, Winning PR in the Wired World is packed with reality-based ideas.

Don Middleberg's book is wired PR genius. It's easy to read and straight to the point. He has many great tips on what the 21st century company should be doing to protect and promote a favorable image. There is no doubt that Mr. Middleberg knows his stuff!! Starting out my career as a "traditional" public relations person, Winning PR in a Wired World, makes it that much easier for me to grasp Cyber PR and know when to utilize it in a digital economy.

Thanks Mr. Middleberg. I am waiting for your next book.

Middleberg's work is about using the Internet to achieve the communication goal of an organization. He hardly stands alone in writing about this area. The real trick to success lays in the techniques discussed and how applicable they are. While they're quite useful, I found Michael Levine's Guerrilla PR: Wired to be more effective.

That said, Middleberg's work has plenty of useful ideas. Given his reputation, though, I expected far more. It's a good book, but it fell a bit short of my expectations.

There are so many books now about getting publicity, but this book gives fresh insight about how news travels and the best ways to share your news with the world. There are few books that I buy that I don't end up just skimming. I immediately read this book cover to cover. It's a gem.

Lorilyn Bailey
NewsBuzz.com