Winning PR in the Wired World: Powerful Communications Strategies for the Noisy Digital Space
Author: Don Middleberg
List Price: $24.95
Our Price: Click to see the latest and low price
ISBN: 0071363424
Publisher: McGraw-Hill Trade (26 October, 2000)
Sales Rank: 86,008
Average Customer Rating: 4.18 out of 5
Customer Reviews
Rating: 2 out of 5
If there was useful info, I couldn't find it under the hype
The most shameful part of public relations writing is the tendency to sacrifice quality for quantity ... to write something far too long about a very simple key message. (Ask any editor who has been approached by a feature-story-bearing Account Executive). Alas, in this respect Don Middleberg hasn't progressed beyond the low-tech hacks of yesteryear.I had high hopes for this book, which by all rights should have been the defining text of this era. What I found was a moderate amount of useful information totally obscured by repetitive slush. Some variation of "Companies today need to rethink their strategies to compete in the new economy" appeared on nearly every page. I wish Don had summarized the results of his research in a pamphlet.
Adding insult to injury, the text seemed time and time again to have been doctored at the last minute to cope with the dot-com crash. These PR strategies are not for the Wired World we are now entering, but for the short-lived Net Bubble.
Rating: 4 out of 5
Insightful!
Don Middleberg adapts key public relations strategies to the new media landscape, transformed by the Internet and wireless communications. He emphasizes the need for response speed and short-term - as well as long-term - planning, since this new environment changes so quickly as to render the future unpredictable. He outlines techniques for getting buzz, which is now a critical element in effective branding. However, this book cannot help but be affected by the dot-com downfall: Many of its examples refer to now defunct companies, or to those who are in deep trouble (and may well be deceased by the time you read this review). Still, if you overlook the problems that come from writing during the Internet reality-warp, we [...] recommend this executive guide for its solid PR strategies, which although geared for a high-tech world, are firmly rooted in traditional method.
Rating: 5 out of 5
The Brave New World of Communications
The whole world of advertising, marketing, public relations is in a chaotic state. Old rules just don't apply. Lines, hard cut in the corporate and consumer landscape are blurring and for the first time in a century we find ourselves scrambling to define who we are and what we do.I run a firm that provides tactical creative services to the corporate world. Don Middleberg's book makes one thing clear: This is a new millenium for any communications business. Any company that hopes to be heard above the din needs to understand the concepts illustrated in this book.
"Winning PR in the Wired World" sounds a bell... a wake up call.
Agile, smart, awake and aware companies can ride the wave or be left behind. Get this book.
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