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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.
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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
Full frontal PR : getting people talking about you, your business, or your product / Richard Laermer with Michael Prichinello. --1st ed.
ISBN 1-57660-099-8 (alk. paper)
1. Public relations. I. Prichinello, Michael. II. Title
HD59 .L32 2003
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)