DIARY: A nice book, but I can’t be bothered

Among the more unusual items we’ve received in the mail recently was a book offering to unlock the secrets of public relations for us.

Among the more unusual items we’ve received in the mail recently was a book offering to unlock the secrets of public relations for us.

Among the more unusual items we’ve received in the mail recently

was a book offering to unlock the secrets of public relations for

us.



A Beginner’s Guide to Public Relations Tactics, by former Hill &

Knowlton exec Jim Fulton (now president of the Olympia, WA-based Fulton

Company), offers detailed instructions about basic PR tactics, including

media list development, press releases, editorial calendar research and

case study information.



While these and other revelations in the 26-page handbook didn’t exactly

make us yell ’Eureka! It all makes sense!,’ one of its conclusions -

that you don’t need an agency to launch a PR program, just a little

do-it-yourself moxie - struck us as quite interesting. After all, why

would a PR consultant write a book that could steer potential clients

away?



’I always smile when people ask me that,’ Fulton responded. ’While the

book gives lots of detail, the reality is that the vast majority of

people won’t bother to do it themselves.’



So why bother writing the book? ’The original intent was to develop it

as a sort of new-business generator and a guide to current clients

explaining what we do,’ he said. ’Most clients don’t have any idea what

it takes to put together a press release or case study.’



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