Table of Contents

full frontal pr: getting people talking about you, your business, or your product
Full Frontal PR: Getting People Talking About You, Your Business, or Your Product
by Richard Laermer and Michael Prichinello  ISBN:1576600998
Bloomberg © 2003 (233 pages)

This is a valuable road map to the land of buzz, and guide for snaring publicity. The authors provide examples of good and bad PR, and how to elicit media attention for yourself without the help of a PR firm and without a large budget.

Table of Contents
Full Frontal PR—Getting People Talking about You, Your Business, or Your Product
Part I - The Dynamics of Exposure
Chapter 1- Word of Mouth
Chapter 2- The Press: Merchants of Exposure
Part II - The Nitty-Gritty
Chapter 3- Power Tools for Building Buzz
Chapter 4- Finding the Right News Hook
Chapter 5- Winding Up for the Pitch
Chapter 6- It’s YOUR Interview!
Part III - Taking Media Exposure to the Next Level
Chapter 7- Source Filing 101
Chapter 8- Going National
Chapter 9- That Internet Chapter
Afterword- Why PR Doesn’t Happen Overnight
Appendix- The Cool Sources for a PR Wiz
List of Tables
List of Sidebars

Back Cover

Want to know how to make yours the “in” business with both the press and customers? Looking for that one tool to help you get word of mouth rolling, quickly and inexpensively? Your competitors are working hard to generate this exposure, and now it’s your turn. Full Frontal PR lets you in on a big secret of the PR industry: You can create buzz and elicit media attention for yourself without the help of a PR firm and without a large budget.

With entertaining case studies, Full Frontal PR breaks down the publicity process and demonstrates how you can use the press productively. You’ll learn how to identify your unique news-making hook, build relationships with the mainstream and industry press, and gain strategic placemats that will build your business and get people talking. These tactics are based on proven methods that are easy to implement and, most importantly, cost effective.

About the Authors

Richard Laermer, the founder of RLM Public Relations, has written for the New York Times, the New York Daily News, USA Today, Us Weekly, and other publications. He appears on public radio and is the author of several books, including Trendspotting (Perigee, 2002) and Native’s Guide to New York (W.W. Norton, 2002). Laermer writes the regular feature column for the back page of PR Week, as well as coauthoring the monthly “Full Frontal PR Report” for MediaMap.

Michael Prichinello is vice president and director of media strategy for RLM Public Relations, where he has managed some of the firm’s most successful campaigns. With his coauthor, he writes MediaMap’s “Full Frontal PR Report.”

Full Frontal PR—Getting People Talking about You, Your Business, or Your Product

by Richard Laermer
with Michael Prichinello

© 2003 by Richard Laermer. All rights reserved. Protected under the Berne Convention. Printed in the United States of America. No part of this book may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher except in the case of brief quotations embodied in critical articles and reviews. For information, please write: Permissions Department, Bloomberg Press, 100 Business Park Drive, P.O. Box 888, Princeton, NJ 08542-0888 U.S.A.

Books are available for bulk purchases at special discounts. Special editions or book excerpts can also be created to specifications. For information, please write: Special Markets Department, Bloomberg Press.


This publication contains the authors’ opinions and is designed to provide accurate and authoritative information. It is sold with the understanding that the authors, publisher, and Bloomberg L.P. are not engaged in rendering legal, accounting, investment-planning, or other professional advice. The reader should seek the services of a qualified professional for such advice; the authors, publisher, and Bloomberg L.P. cannot be held responsible for any loss incurred as a result of specific investments or planning decisions made by the reader.

First edition published 2003

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Library of Congress Cataloging-in-Publication Data

Laermer, Richard

Full frontal PR : getting people talking about you, your business, or your product / Richard Laermer with Michael Prichinello. --1st ed.
p. cm.
Includes index.
ISBN 1-57660-099-8 (alk. paper)
1. Public relations. I. Prichinello, Michael. II. Title

HD59 .L32 2003
659.2--dc21 2002015853

Acquired by Kathleen A. Peterson

Edited by Rhona Ferling

Book design by Barbara Diez Goldenberg

People are always saying a paperless office is on its way. The authors beg to differ. To emphasize our point, we dedicate this book to Johannes Gutenberg.
He started it all.

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, The Cluetrain Manifesto:

The End of Business As Usual (2000)