From Publishers Weekly
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 Laermer and co-author Prichinello 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.


Al Ries, co-author of The Fall of Advertising and the Rise of PR
The best-written, most interesting, most up-to-date manual on the PR field.


PR News, 6 January 2003
A great PR overview, ideal for newcomers to the industry or for veterans who want to enjoy interesting case studies.


BookPage, February 2003
Armed with Laermer's public relations know-how, you can start promoting like a pro.


Jonathan Norman, producer, Charlie Rose
Demystifies the task at hand by stripping the PR process of 'spin' and 'sound bites' and teaches what really matters.


David Neeleman, CEO, JetBlue Airways
An essential read for anyone seeking buzz.


Jodee Blanco, author of The Complete Guide to Book Publicity
Informative, elegantly aggressive, and right on target.


Book Description
How to become the word on the street. Want to know how to make your business a hot-ticket item 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 PRbreaks down the processes 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 placements 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. PR is still the easiest, most inexpensive way to gain market share and reach customers, and author Richard Laermer's renowed media relations firm RLM have launched numerous brands into the spotlight with their innovative and out-of-the-box campaigns. Now Full Frontal PR shows how to break your message through the clutter and into the center of attention.


Book Info
With entertaining case studies, this book breaks down the processes and demonstrates how you can use the press productively. Learn how to identify your unique news-making hook, build relationships with the mainstream and industry press, and gain strategic placements that will build your business and get people talking.


About the Author
Richard Laermer, the founder and CEO 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 as the "Guerilla Consumer" and is the author of several books, including The Native's Guide to New York and Trendspotting. Michael Prichinello is vice president and director of media for RLM PR where he has managed some of the Web's most successful campaigns.

FROM THE PUBLISHER

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 placements 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.

SYNOPSIS

Citing the success of the movie The Blair Witch Project as an example of how a firm doesn't necessarily need a big public relations budget to develop "buzz" about a project, the authors (both of RLM Public Relations) offer advice on public relations and how to integrate it with marketing campaigns. The majority of the material concentrates on the business's relationship with the press, with discussion of fashioning a news "hook," providing news "content," and dealing with Internet news. Annotation ©2003 Book News, Inc., Portland, OR

FROM THE CRITICS

Publishers Weekly

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 Laermer and co-author Prichinello 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. (Feb.) Copyright 2003 Cahners Business Information.

Soundview Executive Book Summaries

Get People Talking About You and Your Product
compiled their successful PR strategies into a book designed to teach companies all the things they need to get their messages out to the masses. Filled with a variety of case studies and personal anecdotes, Full Frontal PR guides readers through the PR process from beginning to end while providing dozens of insightful hints and strategies that can spread a message and get people talking.

The authors have been creating buzz for years with hundreds of successful PR campaigns. Their experiences have provided them with the know-how to make a product or service stand out against the rest. In Full Frontal PR, they have compiled their vast experience into a guidebook for creating buzz that includes strategies for building relationships with reporters, creating a "hook" that will capture the attention of the news media, and following through to keep the media's attention on a product.

News Works Better Than Ads
The authors write that press coverage is far more powerful than advertising to spread the word about a product because it validates a company or product in readers' minds; advertising, on the other hand, can be easily lost in our media-saturated society because there are already too many paid-for messages out there. To tap into the potential of the news, the authors explain that it is best to aim for the legitimate press because it is the best way to generate interest and enthusiasm for a product - people are much more inclined to believe the news over the ads.

Creating and sustaining buzz, and defusing bad buzz, should not be left to chance. Managing the risks of buzz is crucial to the success of a product, so the authors present several ways firms can keep a message fresh and consistent. They also offer many tips on how to communicate when things go wrong.

Along with advising readers to watch their step, watch the news, and watch the competition, the authors explain how journalism works, and how firms can benefit from being timely and responsible when dealing with journalists. To become a dependable PR news source, company representatives must be able to make a professional sales pitch. To do this, and beat the odds of making it through a journalist's line of defenses, the authors explain that PR people must: Provide a local angle. This allows the journalist to please his or her target audience. Relate to a bigger story. Piggy-backing on a major news story is a great way to break through. Sell with a celebrity. When the hottest people wear your wares in the hottest places, you've got your hook to distinguish them from the competition. Do your homework. Be a source of valid, newsworthy information for reporters. Follow through. If a journalist shows interest, find a way to give him or her your information, yourself and your time. Be courteous. Understand how the media work. Treat journalists with respect.

A Foundation for Buzz
To attain the goals of your PR strategy, the authors say you must create a foundation for buzz. Start with an analyst meeting in which executive members of the company discuss their strategy, finances and investments with research analysts. Beta testing comes next, and works best for hardware manufacturers. Providing B-roll video showing your message through action is a good idea, too. Preparing for the unexpected with a Plan B can also help you answer tough questions if a negative situation arises. Embargoes, events and exclusives can add volume to your buzz.

The authors describe the best ways to plan for interviews, leaks, media tours, and press conferences, and explain how to create press kits, press releases, surveys, and video news releases, and use wire services.

After helping readers prepare for media coverage, they provide numerous examples of how to make the most of an interview, and how to go the next step and become a respected source of future information.