Want to know how to make yours the “in” business with both the press and customers? Looking for that one tool to help you get word of mouth rolling, quickly and inexpensively? Your competitors are working hard to generate this exposure, and now it’s your turn. Full Frontal PR lets you in on a big secret of the PR industry: You can create buzz and elicit media attention for yourself without the help of a PR firm and without a large budget.

With entertaining case studies, Full Frontal PR breaks down the publicity process and demonstrates how you can use the press productively. You’ll learn how to identify your unique news-making hook, build relationships with the mainstream and industry press, and gain strategic placemats that will build your business and get people talking. These tactics are based on proven methods that are easy to implement and, most importantly, cost effective.

About the Authors

Richard Laermer, the founder of RLM Public Relations, has written for the New York Times, the New York Daily News, USA Today, Us Weekly, and other publications. He appears on public radio and is the author of several books, including Trendspotting (Perigee, 2002) and Native’s Guide to New York (W.W. Norton, 2002). Laermer writes the regular feature column for the back page of PR Week, as well as coauthoring the monthly “Full Frontal PR Report” for MediaMap.

Michael Prichinello is vice president and director of media strategy for RLM Public Relations, where he has managed some of the firm’s most successful campaigns. With his coauthor, he writes MediaMap’s “Full Frontal PR Report.”