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Rating: 
Summary: Great Reference Material
Review: I am a journalism major, but considering a job in PR when I graduate. This book ties the two together, and shows how each should use each other most effectively. It is written in a concise, clear manner. This is a refernce book I will keep close by! For more details, I also liked Michael Levine's "Guerrilla PR." He has much experience with the media, and I think that it is a nice companion for the Publicity Handbook.
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Summary: Great resource for beginners
Review: I've done press work for a number of years, so I was familiar with a great deal of the material covered in this book: how to approach the media, how to compile crash lists, etc. I think that this information, as it is presented by Yale, would be very helpful for newcomers to the field.What I appreciated as a more experienced person was the inside information and advice on handling difficult situations. I also found the end-of-chapter checklists useful and enjoyed reading the many quotations from reporters and PR professionals. These appear throughout the book and they tie the advice given to the opinions of people in the fields. If David Yale is considering revising the book for the year 2000, I would recommend a whole section on the internet. This book, even without much on the web, is worth the twenty bucks. The behind-the-scenes information and media relations do-s and don't-s make it a worthwhile purchase.
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Summary: Great for Beginners or Those Doing Publicity as a Second Job
Review: In short, get this book if you are needing to get started in PR as part of your job, or are a beginner as a PR specialist. My first PR job was at a nonprofit with no money for 'real' PR. This book helped me use the few dollars we had without comprosing quality required to make a good impression to publications. It explains the basics, what make a good PR person, and how to pull together the job of convincing others to cover your stories. How to get pics published, media visits, controversy. Logically written, it outlines options and reasons for responding to various situations. A great asset.. this book has a solid directory of resources to help you get your job done. No essential is left without guidance. However, missing from it is a "new" essential, the web. Maybe a newer edition will come out to cover this?
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Summary: Step-by-Step Guide to Getting FREE Publicity Worth $$$$
Review: The Step-by-Step Guide to Getting FREE Publicity Worth Thousands of Dollars Imagine what would happen if you could get FREE publicity for your business, without paying for space in newspapers and magazines, or time on radio and television! You could discuss your product on local or national talk shows. See your service written up on the front pages of daily newspapers from Pensacola to Portland. And help make your brand name a household word with feature stories in magazines and newsletters! It's not an impossible dream! Do-it-yourself publicity is a lot easier than you ever imagined, if you have inside information about what succeeds -- and what doesn't! You could spend years trying to find this out by trial-and-error. But you don't have to do it the hard way! Because The Publicity Handbook tells you everything you need to know in clear, down-to-earth language. The Handbook will show you how to develop a publicity angle, find the right journalists, work with them effectively, and make the best possible use of all the publicity you get! It's based on more than 70 exclusive interviews with journalists across the U.S.A., so you'll find dozens of inside tips ...and plenty of examples that show you what to do! Whether you work for a large corporation, a small company, or a tiny home-based business, the Handbook shows you how business people just like you have fattened their bottom lines with FREE publicity. The Handbook helps you get FREE publicity in: · Daily Newspapers · Network Television · Syndicated Columns · Radio and Television Talk Shows · Special Interest Magazines · Weekly Newspapers · Television and Radio News Shows · Consumer Magazines · Specialized Newsletters · Cable Television Shows · Trade Magazines The Publicity Handbook is a practical, step-by-step guide to: * Setting objectives and designing the publicity plan. * Writing print, broadcast and video releases, factsheets, feature stories and PSAs. * Winning access to and working successfully with journalists and broadcasters. * Getting photographs published to enhance your publicity * Coordinating press conferences and media events * Controlling crisis situations This helpful, complete guide to media publicity includes extensive checklists and a complete breakdown of sources and services available to publicists - books, tapes, computer software, databases, media directories, clipping services, newswires and more. "Enjoy The Publicity Handbook and avoid learning the hard way." -- Peggy Barber, Director, Public Information Office, American Library Association
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Summary: Good beginner's guide
Review: When I first started out in PR, I bought this book as a crash course in how to professionally pursue publicity. It's a great primer, and I still have it on my bookshelf today. The only caution I would give to beginners buying this book is to slow down. Not every institution/business is going to have the budget for some of these ideas. Do what you can with the resources you have, and use the book as a good guide.
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Summary: Great on Non-Web Publicity Techniques
Review: Yale and Carothers have a great one with The Publicity Handbook, New Edition. Tons of super-useful stuff, ideas! But, not exactly web-oriented, unlike Michael Levine's Guerrilla PR: Wired, which fully takes the Internet into account in how to get publicity. While The Publicity Handbook is great, it's lack of useful stuff about the web does hurt it. If they'd release a Newer New Edition dealing with the Internet, then I'd really really get that.
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