Wouldn't want those lazy days on the beach to go completely to waste ... Looking for a good read to fill your summer leisure time? Below are some of the latest titles geared at
the PR practitioner.
Feeding the Media Beast: An Easy Recipe for Great Publicity
Mark Mathis
Mathis, media relations consultant to the Fortune 500, debunks the myth that the media is complex and unpredictable. "Complexity is the enemy. Fundamental truth is our friend,"
he says. The book may take the food analogy a little too far, but as journalists, we can't help but like that Mathis recognizes the many forces driving the difficult business of
covering the news. He offers helpful advice on how to tame "the beast" and get your news ... er ... on the menu. See http://www.mathismedia.com or order on Amazon.
Guerilla PR Wired
Michael Levine
From the author of Guerilla PR comes the wired version, a look at "waging a successful
publicity campaign online, offline and everywhere in between." George Gendron, editor-in-chief of Inc., says in the foreword: " Levine has written a book that explains step-by-
step the process of publicity online." Levine looks at the powerful - and inexpensive - viral capabilities of Web-based communications and offers counsel on how to make your e-PR
more effective. See http://www.mathismedia.com or order on Amazon.
We, Me, Them & It: The Power of Words in Business
John Simmons
"Written words can be read by complete strangers yet still be recognised [sic] as friends," says Simmons in his introduction to a book not specifically about PR, but about the
PR practitioner's most fundamental tool: words. His first chapter covers how writing can reinforce and clarify a company's identity and brand. The book is a refreshing and
insightful read for any wordsmith. See http://www.etexere.com or order on Amazon.
The Fall of Advertising & The Rise of PR Al Ries and Laura Ries
The book won't be published until this fall, so it technically doesn't fit our seasonal criteria, but if you're looking for a little affirmation about the industry, this is the
title for you. The book, from the father-daughter PR duo behind Ries & Ries Consulting, will offer a variety of examples in which wildly popular advertising (from
"Whazzzuppp???" to "Got Milk?") did little to boost sales, while highly credible (but often overlooked) PR campaigns got the job done. For more information, see http://www.ries.com, or pre-order on Amazon.