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Orthello (Somewhere in Asia)

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Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR
Putting the Public Back in Public Relations: How Social Media is Reinventing the Aging Business of PR
by Brian Solis
Edition: Hardcover
Price: £18.99

9 of 9 people found the following review helpful
1.0 out of 5 stars A truly awful book - don't believe the hype, 20 Oct. 2009
The authors of this book claim to have discovered a new form of PR. A kind of lovable, huggable, cuddly PR, that turns its back on "hype" and embraces "communities."

Well I'm calling foul.

They have used hype (Hype 2.0 anyone?) by getting various luminaries of the blogosphere to write hyperbolic reviews of this quite frankly disappointing tome. The endorsements of this book reads like a who's who of social media, but to be honest I will find it hard to take any of them seriously again.

My experience with this book started badly and got steadily worse. There's a glaring typo on the back inlay - always a sure sign of a rushed publication - and foreword author Guy Kawasaki, instead of taking the time to write a proper, thoughtful foreword, has instead decided to tweet it in 140 characters or less "in the spirit of the times," he helpfully adds.

So with my expectations lowered, I grimly set about reading the book.

I wish I hadn't bothered.

The information in this book - such as it is - seems to have been laid out by a hyperactive ten year old. The authors jump erratically from place to place, confusing the reader. The writing style is truly dreadful. The authors have decided to capitalise "social media" throughout, which is just a little bit presumptuous but highly annoying. There is a shocking amount of repetition, and there is so much guff, it's hard to know where the chaff ends and the wheat begins.

While claiming to hold the secrets to the future of media and PR, the authors have inadvertently focused the spotlight on the two things that are wrong with the blogoshpere: blatant and unwarranted self-promotion and the cult of the amateur.
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