Times man's 'sniffy' book

The editor of The Times displays a 'rather sniffy attitude' to the PR industry in his hotly anticipated new book on global spin, according to one agency boss who has already read the title.

James Harding's Alpha Dogs focuses on the US campaigning firm Sawyer Miller (now part of Weber Shandwick) and traces its influence on modern corporate comms. It hits bookshelves on 4 August.

Weber Shandwick UK CEO Colin Byrne previewed the book for PRWeek.

'James uses the story of Sawyer Miller to paint a picture of PR as a slightly malevolent force,' he said. Byrne stressed his respect for the author, but also warned PROs to 'take the rather sniffy attitude to our industry with a pinch of salt'.

Harding's book is not the only title vying for space on PROs' summer reading lists.

Borkowksi PR founder Mark Borkowksi has penned a book looking at the influence of the Hollywood publicist on modern celebrities. The Fame Formula hits shelves on 1 August.

Borkowski says celebs enjoy 15 months of fame, rather than Andy Warhol's 15 minutes.

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