A piece of "advice" from the author (pg. 54):
"PR for the sake of PR is a waste of time."
Writing a book just for the sake of writing a book is a waste of time for readers seeking ROI on their valuable time spent.
For readers seeking any insight on effective communication campaign operations, look elsewhere.
The content of this book ranged from the banal ("Everything should be a potential media opportunity...as a chance to get more media and more exposure for your client.") to the narcissistic ("...I am known. The media knows me...they know my clients.") with not that much of value for anyone -- industry beginners or salty veterans. At times the author's advice drifted toward the ridiculous. He suggests, for instance, that if you are suffering from a creativity block, take a trip down to the local animal shelter and hang out with stray dogs (no kidding!).
Without fail, his anecdotes cast him as the Maharaja of "out-of-the-box" thinking. I would agree with this self-characterization if the phrase "out-of-the-box" meant mass-produced Bratz dolls from the Walmart shelves after Christmas. His pomposity truly shines through when he describes situations at his firm -- he rarely mentions another name, opting instead to refer to most collaborators as his "employees." OK, it may be true that all of those with whom he's had these experiences happened to be his employees, but the facelessness and anonimity with which he veils others SCREAMS of a self-absorbed man who guards his "turf" at all costs and rarely offers credit and praise to others. Don't mean to play junior therapist, but it is an important note that highlights one of the more annoying aspects of this diary.
The author advises the reader to keep pitches short and to the point (more "original thinking"), yet provides samples of his own pitches that were, to be generous, neither.
His advice on effective headline writing is atrocious. It seemed as though he is hoping all of his competitors read his book and take his advice so he is the only on left in the PR industry!
The following is actually a suggested headline:
ACME COMPANY OFFERS A "DAY OF THANKS" TO LOCAL COMMUNITY FOR RECORD GROWTH AND PROFITS, SIGNS MULTI-YEAR DEAL ON NEW SPACE AND WILL GIVE BACK TO CENTERVILLE'S LESS FORTUNATE ON MARCH 15TH
Yes, I said this is a suggested headline. I'm assuming that the text appearing after "PROFITS" was meant as the subhead, but it is not presented as such. Either way, it's a mess. And no, I'm not saying that because it's "different." I'm saying that because it is garbled and just plain awful.
More from the sage:
"Don't be afraid to be different." (Pg. 2)
"If it's not important, it's not worth talking about." (pg. 14)
"If you have something to say, find an intersting way to say it." (pg. 18)
"Don't bore people." (pg. 18)
"Learn to craft a press release that doesn't put people to sleep." (pg. 31)
"To be creative, you have to do different things than you are doing right now." (pg. 50)
"...brainstorming will produce the most insane ideas when you least expect them." (Pg. 86)
"You get one chance to make a first impression." (pg. 89)
"Don't expect. Plan." (pg. 97)
"Whatever you do, don't give up. Don't rest on your laurels." (pg. 103)
"Don't make promises you can't keep." (pg. 168)
Really, it doesn't get any better than this...and I don't mean that in the sippin' Mojitos on a white sand beach sort of way.