Most Helpful Customer Reviews
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2 of 2 people found the following review helpful:
4.0 out of 5 stars
Puts some respect into a four-letter word, December 23, 2001
As the title suggests, Michael Sitrick is unabashed by the four-letter word that even most public relations professionals wince when hearing: Spin. With all of its negative implications, thanks to the media and entertainment industries who disdain the thought that they can be used to help attain an organization's objectives, Sitrick shows how he built a career and his own business by knowing how to use these industries to his advantage. What's more, he demystifies the process with nine basic rules that have guided his own success. These rules, however, are certainly not trade secrets and are in fact second nature (or at least should be) to any truly successful PR person who has dealt with crisis communication. Overall, the book is very entertaining and filled with many examples of how Sitrick has made a name for himself. For the un-indoctrinated into the world of spin, he makes it clear that this is not about misleading people or falsely manipulating the media, but rather about ensuring the perspective you want is effectively presented to the media and, thereby, considered by the public when forming opinions. For those who work in the field of PR, it reinforces concepts that every professional should have acquired, which isn't to say every professional is capable (or willing) of applying them. In fact, from my own experience, that person is extremely rare and difficult to groom within an organization, since they are often blinded by their own organizational culture and hierarchy from finding the root of the problem or becoming the driving force to overcome a crisis. This is the real beauty of Sitrick's book, since he tells you enough of how he goes about fixing problems to make you realize that you need that kind of PR focus as well during a crisis, but if you want it done right you're going to need someone with his expertise. The consummate PR professional, his book will leave you wondering how you could ever get along without him and his company.
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4 of 5 people found the following review helpful:
5.0 out of 5 stars
A must read to prepare to successfully deal with a crisis., August 5, 1998
By A Customer
Sitrick's book is a must read to prepare you to successfully deal with a crisis. Sitrick's book is a common-sense guide to navigating what crisis managers know to be a tricky, hazardous road. In the real world of business, where mistakes impact the survival of companies, reputations and livelihoods, Sirick's methods are dead-on. I found the book entertaining, educational and highly intriguing. Gaining a through understanding of the concepts and approaches presented in Sitrick's book is invaluable. As CEO, I have successfully lead turnarounds of several companies and during a period of crisis being prepared with a well thought out and executable crisis management plan may be the difference between success and failure. My experience has taught me that many people claim to be crisis managers but Mike is the proven master. I strongly recommend the book, its an investment that may provide you and your company with the tools to survive a crisis.
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1 of 1 people found the following review helpful:
5.0 out of 5 stars
A must read to prepare you to deal with crisis management., July 31, 1998
By A Customer
To prepare you to properly manage crises or sensitive situations, this book is a must read. Sitrick's book is a common-sense guide to navigating what crisis managers know to be a tricky, hazardous road. In the real world of business, where mistakes impact the survival of companies, reputations and livelihoods, Sitricks methods are dead-on. In summary, I found the book entertaining and highly intriguing. In reading greg.w@hug.co.nz from New Zealand's review of "Spin," it is clear that his view of public relations is different than mine. Gaining a thorough understanding of the concepts and approaches presented in Sitricks book is invaluable. As CEO I have successfully lead turnarounds of serveral companies, during a period of crisis being prepared with an executable crisis management plan may be the difference between success and failure. Many people claim to be crisis managers but I am not aware of any who are in Mike's league. I strongly recommend the ! book.
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