BOOK REVIEW: Media Hypnosis has a certain allure

The media's influence is ubiquitous in every sense of the word. Media Hypnosis seeks to highlight the press' inherent Orwellian powers, which to a certain extent keep the PR industry alive.

The media's influence is ubiquitous in every sense of the word. Media Hypnosis seeks to highlight the press' inherent Orwellian powers, which to a certain extent keep the PR industry alive.

Early on, Kocina explores the media's "hypnotizing effect." His points are laudable, but his argument falls short of convincing. Depicting the media's impact is no small task, and unfortunately, the examples used - mainly, the successes of Kocina's own PR firm, Media Relations - don't entirely complete the feat.

Still, the book offers a concise history that describes PR's evolution to its current state - unaware of the media's full sales potential - which Kocina admits, disappoints him. In turn, the closing chapters offer reformative ideas for PR's future success, namely that firms should charge by performance, not the hour.

Skim the sections about Kocina's personal experience, but this book does have some interesting theories on the future of PR.

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Title Media Hypnosis: Unleashing the Most Powerful Sales Tool on Earth

Authors Lonny Kocina

Publisher Mid-America Entertainment, 183 pages

Reviewed by Jeffrey Frankovic

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