It was bound to happen. PR for Dummies, the latest title in IDG Books' popular series, will hit the shelves this December, authored by Jericho Communications President
Eric Yaverbaum. Will the book's formulaic genre undermine the credibility and respect that the PR profession has worked so hard to build? Not according to Yaverbaum, who sees
the publishing gig as an opportunity.
"It's amazing to me how much about PR is still not understood," he says. "Any time you can educate someone about PR, you're doing a service to the industry itself. Readers of
this book may not be a target market for my agency, but I'll be proud to put the book on a CEO's desk [as a reference]. When we have an educated client, it always makes the work
run smoother."
Yaverbaum's credentials increase the odds that the title will be a hit. His first book, I'll Get Back to You (McGraw-Hill) made the bestseller list. And he's
got a nose for book deals, considering his agency has worked with major publishers to launch titles by John Grisham, Erica Jong and other literary bigwigs.
But in our opinion, Yaverbaum's best PR asset is his sense of humor. The headline on the release announcing his new book reads, "Eric Yaverbaum is a Dummy." We couldn't
resist calling.
(Jericho, 212/645-6900)