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Streetwise Complete Publicity Plans
Written by: Andy MarkenArticle Overview: Book Review
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Free Download - Tap-n-Go is Good for Everyone But Consumers, Retailers By Andy Marken |
Streetwise Complete Publicity Plans
Streetwise Complete Publicity Plans – Sandra Bechwith; Adams Media Corporation (www.adamsmedia.com), May 2003, ISBN 1580627714, 352 pages, $19.95
Reviewed by G.A. “Andy” Marken
President
Marken Communications Inc.
Andy@markencom.com
Looking for a gift for a friend who has just started his or her own business? Want to give recent PR graduates something they can use to avoid the mistakes of innocence during their first year in the real world?
Streetwise is a gift they can actually use.
Ms Bechwith covers the majority of the bases in a sound program without over promising how easy it is going to be do it right. The book is certainly crammed with examples the reader can use as guidelines in his or her own efforts. As the reader moves down the path of success or failure they can modify their efforts without looking totally naïve or too overbearing.
Streetwise does a good job of explaining how to put together a publicity program for companies and their products. The author minimizes the discussion of publicity strategy and focuses on the specific tactics that can lead to coverage, interest and hopefully sales on a modest budget. She quickly goes through the basics – press releases, pitch letters, press kits and op-ed pieces to help the reader understand how to use the press coverage tools.
Perhaps the best parts of the entire book aren’t the pages of detailed explanation but rather the sidebars (set out in blue) that give concrete examples of specific points. These short, to-the-point discussions include: getting radio publicity, an uncanny event idea, successful stunt, avoid this pitch letter mistake and hundreds of other opportunities and pitfalls do an excellent job of stimulating the readers’ own thinking.
Fortunately she doesn’t oversell the speed and power of your publicity efforts and how a single set of activities can reach all of your audiences.
If you’re just starting out your public relations career or as we said you want to give a friend a gift they can really use in their new business, Streetwise is a welcome addition to their library. But if you’re looking for the next “ah ha” guide to personal success in the industry the book probably won’t be of much assistance.
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About the Author: Andy Marken RSS for Andy's articles - Visit Andy's website G. A. "Andy" Marken President Marken Communications, Inc. Santa Clara, CA Andy has worked in front of and behind the TV camera and radio mike. Unlike most PR people he listens to and understands the consumer’s perspective on the actual use of products. He has written more than 100 articles in the business and trade press. During this time he has also addressed industry issues and technologies not as corporate wishlists but how they can be used by normal people. He has been a marketing and communications consultant for more than 30 years involved in the wild early days of the Internet/Web, heyday of the videogame industry and the maturing professional and consumer video industries. His experience includes years with Internet pioneer CERFnet, TCG and AT&T. Andy has worked in the software, Web 2.0, video and storage industry with Panasonic, Philips, Dazzle, Atari, NTI, ADS Tech, Pinnacle Systems, CyberLink, InterVideo, Ulead and Verbatim. Click here to visit Andy's website Mobile Devices A Matter of Balance Style Outdoor Advertising Your Phone Could Be the Key to Making AR Real Peak Performance Innovation Mainstream on Different Time Schedules |
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