Full Frontal PR: Building Buzz About Your Business, Your Product, or You Review

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Full Frontal PR: Building Buzz About Your Business, Your Product, or You ReviewI found this book to be packed with practical ideas and information. After reading it I felt that I had a sound basic knowledge of how the news media works, and was confident about how to prepare materials for them to use. Of course every layman thinks they know how the media works, but after reading this you realise how intricate it can be.
Strengths of the book:
- Covers the whole industry - print, TV, internet
- Fairly up to date (2003), with a better Internet chapter than a 2005 PR book I just finished
- Dense with tips and practical information
- Written in a fun, up-beat style
- You will walk away from this book and actually use many of the suggestions. I've had a top-name PR agency on retainer for a year and I now realise how uninspiring and lazy they have been.
Weaknesses:
- Information isn't logically laid out. The first third is set out as an encylopedia in alphabetical order, rather than a logical narrative, which I find is a poor way of "teaching". Overall it is a collection of tips rather than the step-by-step guide it claims to be
- Assumes you are in US and only deal with US media
- A little bit too up-beat at times for my taste (no shortage of exclamation marks)
- Assumes quite an advanced understanding of the media to begin with - reads like he's talking to a fellow PR buddy over a coffee
- I think case studies are especially useful, but there aren't many in here.
Overall: Highly recommended, it really gave me a "quantum leap" in terms of my understanding of the media, inspiration, and practical ideas for how to get my material out.
Incidentally: Much, much better than "Media Relations" by David Henderson which I finished last week.Full Frontal PR: Building Buzz About Your Business, Your Product, or You Overview

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How Brands Become Icons: The Principles of Cultural Branding Review

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How Brands Become Icons: The Principles of Cultural Branding ReviewI'm no business-head. I find modern consumerism more disturbing than exciting. But I read this book as part of a study on public relations and I must say Holt's passion for the subject is contagious.
First of all, his writing style is superb. He alternates nicely between anecdotes, charts and philosophy, allowing all sorts of minds to grasp just what he's saying. His ideas were bold and insightful, and he helped me to understand what a craft marketing really is.
I sometimes felt his connections were just that - his connections - but a lot of his ideas rang true, and for the most part his evidence was well, evident.
What I found most impressive was his aknowledgement of all the sexism in marketing. Perhaps it's a bit of sexism on my part, but I hadn't expected a man to pick up on all the overt and covert misogyny inherent in the advertising world. Holt not only saw it, he understood how it connected with the greater social and political environment surrounding it.
How Brands Become Icons should be required reading for every high school student in the country. And that's the first time I've said that. Holt's grasp of the subject goes beyond branding, into the heart of American culture, into the minds of the American people. This is not just a how-to book. It's an important book of why.How Brands Become Icons: The Principles of Cultural Branding OverviewCoca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

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