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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Richard Laermer and Michael Prichinello's book: "Full Frontal PR: Getting People Talking About You, Your Business or Your Product".
This complete summary of the ideas from Richard Laermer and Michael Prichinello's book "Full Frontal PR" reveals the "insider secret" of the PR industry; companies are actually better off handling their own publicity than hiring a PR firm. In their book, the authors explain that as long as you understand the basic principles of what you want to accomplish, you'll probably generate more buzz and media attention by handling PR yourself. This summary will tell you everything you need to know if you want to be effective at generating publicity and creating a buzz around your company.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your PR skills
To learn more, read "Full Frontal PR" and discover the key to doing your own PR and getting people excited about your message.
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Seitenzahl: 40
Veröffentlichungsjahr: 2013
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Book Presentation: Full Frontal PR by Richard Laermer and Michael Prichinello
Book Abstract
About the Author
Important Note About This Ebook
Summary of Full Frontal PR (Richard Laermer and Michael Prichinello)
1. Understand the basic objectives of all good PR work
2. Understand the basic principles of all good PR work
3. Learn how to take your media exposure to the next level in the future
Book Presentation: Full Frontal PR by Richard Laermer and Michael Prichinello
Book Abstract
MAIN IDEA
The “insider secret” of the public relations (PR) industry is that companies are actually better off handling their own publicity requirements rather than hiring a PR firm. In fact, as long as you understand the basic principles of what you’re trying to accomplish, you’ll probably generate more buzz and more media attention if you handle your own PR than any third party could ever generate for you – without incurring any large expenditure.
So what’s required to be effective at generating publicity? There are only three things you actually need to know about:
“You can create the buzz factor yourself. We believe that the current culture of mass exposure has made this something everyone wants to learn. The best way to spread the word about your product is through the media rather than, say, through advertising. The real reason is that press coverage is implicitly more powerful. Paid-for messages are so pervasive in our media-saturated society that we often completely ignore them as they roll by. By contrast, the free press actually validates your company or product in reader’s minds. It’s a fact. No matter how jaded readers are, most are inclined to believe than distrust what a journalist writes. That’s why you should always aim for the legit press. It pays off in spades and is truly the most effective way to generate interest and enthusiasm for your product. Ask anybody who reads papers or watches TV: Do they believe the news or the ads?”
– Richard Laermer and Michael Prichinello
“There’s simply no ‘just add water’ solution. Great PR takes time, patience, and a lot of time, talent, and effort. Anyone can land a story with enough phone calls, but remember, that’s not the goal. What you’re ultimately trying to achieve is to communicate through the media how your products or services promote exciting cultural developments, shifts or trends. The awesome undertaking of a successful PR campaign is building brand and awareness on a grand scale. You’re using the press to sway opinions. What’s more, you’re posting a detour sign on the road of the natural course that the media follows to make a tiny piece into a national phenomenon. It takes a while to make the phenomenon real, so when a first month’s worth of work hasn’t panned out into gobs of coverage, remember that you’re a month closer to the pinnacle of success. Don’t confuse that slow but steady upward climb with being down in the gorge of failure. You may still have a long way to go, but you need to feel good about how far you’ve come.”
– Richard Laermer and Michael Prichinello
“The best people in PR are not PR types at all. They understand they are not censors…they are the company’s best conversationalists. Their job – their craft – is to discern stories the market actually wants to hear, to help journalists write stories that tell the truth, to bring people into conversation rather than protect them from it.”
– Doc Searls, author, The Cluetrain Manifesto
About the Author
RICHARD LAERMER is the founder and CEO of his own firm, RLM Public Relations. Mr. Laermer worked for fifteen years as a magazine and newspaper journalist. During that period, he has written articles which have been published in more than fifty newspapers and magazines. He also is the author of several books including trendSpotting (2002) and Native’s Guide to New York (2002).
MICHAEL PRICHINELLO is vice president and director of media strategies for RLM Public Relations. During his career, Mr. Prichinello has managed public relations programs for a number of companies including Amazon.com, LookSmart, Barnes & Noble, Kozmo.com and E*TRADE Financial. Mr. Prichinello has also worked as spokesman and strategist for New York state public officials.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Full Frontal PR (Richard Laermer and Michael Prichinello)
1. Understand the basic objectives of all good PR work
