On My Bookshelf
by Marion E Gold

In launching this book review column for PenPoints, I made a personal commitment to include only those trade books that will generate ideas and enhance strategies for success.

You will see honest criticism, not sarcastic barbs - and sincere respect and admiration for the authors who worked so hard to provide realistic and valuable information and/or inspiration to other communications professionals. I'll be seeking out self-published books, books from small independent publishers, and books from large companies - and books from first-time authors as well as from seasoned communications experts.
All of the books I review will have one thing in common: They'll stay "On my bookshelf."

Most IWPA members who know me are keenly aware that I believe deeply in the concept of "publicity" -- more specifically, personal publicity. If we want people to value our skills and services, we need to let them know who we are and why they should read our books, hire us or do business with our companies. Unfortunately, in a haste to publicize, the first thing that often comes to mind is: "I've got to send out a press release." And with the speed of the Internet in front of us, far too often, those press releases slip into cyberspace without proper planning. BIG MISTAKE!

In her concise book, Press Releases Are Not a PR Strategy, 20-year PR veteran Linda B. VandeVrede provides proven approaches to getting it right the first time. As VandeVrede says in her introduction: "While times have changed, the nuts and bolts that have always been behind successful PR still exist; they are steps that do not involve spin, manipulation, or questionable and unethical practices."

Although VendeVrede's book is directed towards corporate executives and their PR directors, she provides an abundance of good lessons for anyone who has something (or someone) to promote.

In less than 130 text pages, VandeVrede outlines a clear and critical strategy that will be helpful to independent writers, book authors, entrepreneurs and others who want to promote their companies and services. It also provides a handy reference for freelancers working on their first PR assignment.

VandeVrede provides 25 short and easy-to-read chapters of practical tips and techniques. The topics
I liked best are:

• The top 10 misconceptions about PR
• PR tactics to consider, such as speaking programs and community activities
• Legal and ethical considerations
• Resource directory of web links

Most important, VandeVrede reminds even the seasoned professional that it's not enough to talk about your company or product from your own perspective. "The editor is your client," she says. "Not the company. Not the product. Not your boss. Not the customer. Not yourself. By realizing there is more to a PR strategy than merely issuing press releases, you will avoid being guilty of the fate described in Macbeth of delivering tales "told by an idiot, full of sound and fury, signifying nothing."

VandeVrede's point is more than just well taken - it is critical to your personal strategy for success. Editors need information that readers want and need. That means taking a close, hard and objective look at what you have to offer - and how your services and products will be perceived in the marketplace. Remember, you never get a second chance to make a first impression. So the first time you contact an editor - make it count!

VandeVrede's little book can help you do that. It stays on my personal bookshelf!

Marion's award-winning articles on marketing, diversity, career planning and women in the workforce appear in marketing trade journals, and national newspapers and magazines. She is the author of two books: The Personal Publicity Planner:
A Guide to Marketing YOU and TOP COPS: Profiles of Women in Command. Marion is a past-president of the Illinois Woman's Press Association. To learn more about Marion and to read excerpts from her books, log on to: www.brittanypublications.com

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