NEW YORK: IDG Books Worldwide, known for its breezy simplification of topics such as computers and taxes, has selected Jericho Communications co-founding partner and president Eric Yaverbaum to write the upcoming PR for Dummies.
NEW YORK: IDG Books Worldwide, known for its breezy simplification
of topics such as computers and taxes, has selected Jericho
Communications co-founding partner and president Eric Yaverbaum to write
the upcoming PR for Dummies.
Slated for a November release, the book will cover the basics of PR in
eight chapters. Topics scheduled to be surveyed include ’Understanding
PR,’ ’Learning the Tools of the Trade,’ ’Creating a Strategy,’
’Implementing a Strategy’ and ’Creating News and Reacting to It.’
Yaverbaum will determine the other topic headings by May. In the book’s
last chapter, he will attempt to neatly summarize the PR industry - not
an easy task - in lists such as ’top 10 PR coups of all time’ and ’top
10 reasons companies should use PR.’
The book will be geared not only towards the layperson, but also towards
the corporate CEO who seeks a clearer definition of what exactly
’The average consumer and CEO doesn’t understand what PR is,’ Yaverbaum
explained. ’In writing this book, I hope to put PR in context.’
Yaverbaum said IDG selected him to write the book after seeing him give
a presentation on TV. ’They saw that I was a great messenger, and they
wanted a star from the industry,’ he bragged.
To write the book, Yaverbaum will draw on his 16 years of experience in
PR. By way of research, he is currently scouring the industry for
examples of outstanding PR practices.
Among the clients for whom Yaverbaum has served as spokesperson are
Domino’s Pizza, Prince tennis rackets and Camp Beverly Hills Clothing.
He has appeared on several national TV talk shows and co-authored I’ll
Get Back to You: 156 Ways to Get People to Return Your Phone Calls.
- See Big Pitch, p20.