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Winning PR in the Wired World

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Winning PR in the Wired World

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No industry has been affected more permanently and positively by the Internet than public relations. Winning PR in the Wired World brings everyone from the CEO to the director of marketing up to cyberspeed by teaching them everything they need to know about PR in the new digital economy. Readers will learn how to implement communications guru Don Middleberg's four fast "rules" to successful PR: 1) Speed Wins, 2) Everyone Is Now an Entrepreneur, 3) The World Ends Every 120 Days, and 4) Buzz Is Everything. Middleberg then breaks his rules down in detail and expands on them, offering his keen insight into the marketplace of today and tomorrow.
Winning PR in the Wired World analyzes how traditional PR has changed--discussing what's new, what works, and what doesn't--and provides insight and advice on how to make offline and online PR work together for effective campaigns. This groundbreaking guide takes a practical look at powerhouse companies that have implemented effective PR campaigns on the Web, including Amazon.com, Britannica.com, Victoria's Secret, Nike, and CDNow.
Don Middleberg is the chairman and CEO of Middleberg Euro, the fastest-growing public relations agency in the country for the past two years, with offices in New York, San Francisco, and Boston. A leader in public relations and marketing, Middleberg is widely considered to be among the elite communications professionals in digital public relations. A noted author and lecturer, he is coauthor of the groundbreaking Middleberg/Ross Media in Cyberspace Study. Middleberg is regularly called upon for commentary by numerous magazines and newspapers and has appeared on CNBC, C/Net, CNN, and National Public Radio.

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based on 11 reviews

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Average Customer Review: 4.0

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The Brave New World of Communications Oct 07, 2002
The whole world of advertising, marketing, public relations is in a chaotic state. Old rules just don't apply. Lines, hard cut in the corporate and consumer landscape are blurring and for the first time in a century we find ourselves scrambling to define who we are and what we do.

I run a firm that provides tactical creative services to the corporate world. Don Middleberg's book makes one thing clear: This is a new millenium for any communications business. Any company that hopes to be heard above the din needs to understand the concepts illustrated in this book.

"Winning PR in the Wired World" sounds a bell... a wake up call.
Agile, smart, awake and aware companies can ride the wave or be left behind. Get this book.

0 of 1 found the following review helpful:

Strong and Engaging Aug 22, 2002
Middleberg's work is about using the Internet to achieve the communication goal of an organization. He hardly stands alone in writing about this area. The real trick to success lays in the techniques discussed and how applicable they are. While they're quite useful, I found Michael Levine's Guerrilla PR: Wired to be more effective.

That said, Middleberg's work has plenty of useful ideas. Given his reputation, though, I expected far more. It's a good book, but it fell a bit short of my expectations.

2 of 3 found the following review helpful:

Letdown ... big letdown Feb 27, 2002
I purchased this book because of Don Middleberg's good reputation in the PR field. Put simply, it would be an understatement to say that this book is terrible. Three main reasons for my drawing this conclusion: 1. outdated anecdotes and examples to illustrate ideas, 2. the thrust of the book (i.e., what value you get out of it when finished) is bland and generic at best, and 3. poor writing. Middleberg is definitely a successful PR professional but this book is a stinker for certain - and a big waste of money.

0 of 2 found the following review helpful:

Outstanding Dec 29, 2001
Don Middleberg has a winning book here. Having done internet pr and developed web sites, he has put into words many of the techinques learned from on-the-job training. Now as a college professor teaching communications, this is a must read for the students as it gives them a background on how the internet has changed the communications landscape.

0 of 1 found the following review helpful:

One of the best books you could buy... Dec 28, 2001
There are so many books now about getting publicity, but this book gives fresh insight about how news travels and the best ways to share your news with the world. There are few books that I buy that I don't end up just skimming. I immediately read this book cover to cover. It's a gem.