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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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)