Full Frontal PR
Book

Full Frontal PR

Building Buzz About Your Business, Your Product, or You

Richard Laermer
Bloomberg Press, 2004
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Editorial Rating

10

Qualities

  • Innovative
  • Applicable

Recommendation

The advent of the publicly owned media conglomerate has left busy, multi-tasking reporters more dependent than ever on stories pitched by people, like you, who are looking for media placement. Full Frontal PR is an insider’s look at how to make your story sing and dance in the mass media. The modern era requires hype, spin, guerilla marketing, buzz and hard core understanding of the media intake biz. The book’s core lesson: how to get people to talk about you, your product and your service - the most important element in any PR campaign. Here’s how to establish yourself as an expert source, so reporters get in the habit of calling you for quotes. Media veterans may have to dig for new ideas, but they are in here. However, getAbstract particularly suggests this manual of media manipulation to entry and mid-level PR managers who want to know more about creating that buzz.

Summary

Mouthing Words or Word of Mouth?

You live in a "buzz culture." The best kind of exposure for your product or service comes not from dropping millions of dollars on an advertising campaign, but from buzz: word of mouth.

So you don’t have movie star friends who can plug your product? Well, if you can’t take your idea upscale, then take it to the streets:

  • Consider something simple, such as starting a sticker campaign, and putting one on every park bench and bus stop.
  • Try coming up with a new phrase, maybe by turning a name into a verb, to make your product the first word that comes to people’s minds.

To be successful, guerilla marketing tactics like these must leave a memorable impression, and have an obvious link to your product or service. Often, guerilla marketing invades people’s space somewhat, so you have to conduct it in a respectful manner.

Just look at BigStar, an online DVD vendor, which wanted more attention in the marketplace. Rather than compete among a bevy of popup ads and outdoor ad banners, BigStar negotiated with every New York trucking company to plaster its catchy message on every truck in the city.

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About the Author

Richard Laermer has written for the New York Daily News, USA Today, US Weekly and several other publications. The author of Native’s Guide to New York and Trendspotting, he appears regularly on public radio as the "Guerrilla Consumer." He is the founder and CEO of RLM Public Relations.

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