Speed Review: Full Frontal PR

Speed Review: Full Frontal PR

Speed Review: Full Frontal PR

Getting People Talking about You, Your Business, or Your Product

by Michael Prichinello & Richard Laermer

Richard Laermer and Michael Prichinello, two PR experts from RLM Public Relations, have 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.

Review

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.

Why We Like This Book
The authors of Full Frontal PR have created a useful and detailed plan for anyone who wants to generate word of mouth. Their light-hearted and conversational tone throughout make this a fun read that is packed with valuable examples and actionable tips. While providing readers with the strategies that helped them become successful purveyors of PR, they also get them started on the path to national recognition by offering a list of important traditional and Internet resources.