From Publishers Weekly
For a public relations professional, Laermer might have succeeded too well with this book: it could threaten to put firms like his own, RLM PR, out of business. After all, write Laermer and co-author Prichinello in this do-it-yourself guide for snaring publicity, the PR industry's dirty little secret is that "you can create the buzz factor yourself." Among the tips: adopt a media-friendly approach that cultivates friends rather than making enemies; use a host of tactics like embargoes, leaks, source filings and exclusives to your best advantage; and give yourself a leg up by knowing what time-pressed journalists are looking for and handing it to them on a platter. The authors bolster their case with examples of good and bad PR: e.g., how BigStar, an online movie retailer, spun its competition with Blockbuster into a David and Goliath tale, or how Kozmo.com's reliance on the media's love affair with its CEO compromised its ability to deliver on its promises. Some troubling references slip in (Laermer's own staffers watch the movies Wall Street and Boiler Room to get revved up for pitching journalists, and the authors admit "someone once told us that media people often dislike PR practitioners a lot"), but, that aside, this is a valuable road map to the land of buzz.
Copyright 2003 Reed Business Information, Inc.
A great PR overview, ideal for newcomers to the industry or for veterans who want to enjoy interesting case studies. -- PR News, 6 January 2003
An essential read for anyone seeking buzz. -- David Neeleman, CEO, JetBlue Airways
Armed with Laermer's public relations know-how, you can start promoting like a pro. -- BookPage, February 2003
Demystifies the task at hand by stripping the PR process of 'spin' and 'sound bites' and teaches what really matters. -- Jonathan Norman, producer, Charlie Rose
Informative, elegantly aggressive, and right on target. -- Jodee Blanco, author of The Complete Guide to Book Publicity
The best-written, most interesting, most up-to-date manual on the PR field. -- Al Ries, co-author of The Fall of Advertising and the Rise of PR