Full Frontal PR: Building Buzz About Your Business, Your Product, Or You

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[s] Laermer [...] 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.

"In the age of transparency, companies need to shift from advertising and spinning 'messages' to acting appropriately, engaging stakeholders and sustaining positive buzz about who you really are. FullFrontal PR is a breakthrough—explaining the marketing sea change demanded by this new world." --Don Tapscott, author of "Grown Up Digital" and "Wikinomics"

"Getting serious national coverage doesn’t come from who you know; it comes from what you know. Full Frontal PR demystifies the task at hand by stripping the PR process of ‘spin’ and ‘sound bites’ and teaches what really matters—creating the hook worthy of the camera and working with media to get it on air." --Jonathan Norman, Producer, "The Ellen Degeneres Show"

"If Laermer isn’t the best PR professional in the business, he’s awfully close." –Bacons PRMediaNews

"The best‐written, most interesting, most up‐to‐date manual on the PR field— with lots of useful information for both the amateur and the pro." –Al Ries; coauthor, The Fall of Advertising and the Rise of PR

What can we say? It’s a good book. Enjoy the darn thing.
http://www.amazon.com/Full-Frontal-PR-Building-Business-ebook/dp/B001SEQR5E/ref=sr_1_2?s=books&ie=UTF8&qid=1437966464&sr=1-2&keywords=Full+Frontal+PR%3A+Building+Buzz+About+Your+Business%2C+Your+Product%2C+Or+You