With entertaining case studies, Laermer and RLM media director Michael Prichinello break down the processes and demonstrate how anyone can use press productively. Readers learn how to identify their unique news-making hook, build relationships with the mainstream and industry press, and gain strategic placements. These tactics are based on proven methods that are easy to implement and, most importantly, cost effective.PR is still the easiest, most inexpensive way to gain market share and reach customers, and RLM's innovative and out-of-the-box campaigns for such firms as E*Trade Financial, CompuServe, HBO Online, and Sesame Street Interactive have launched numerous brands into the spotlight. Now Full Frontal PR shows readers how to break their message through the clutter and into the center of attention.
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