Eines meiner PR-Lieblingsbücher ist „The Fall of Advertising and the Rise of PR“ von Al und Laura Ries.
Das Buch ist schon lange auf dem Markt, man kann es sich gratis als PDF runterladen und ich will hier keine Inhaltsangabe geben (Der Titel verrät schon eine Menge!)
Aber, was ich toll finde: Zu diesem Buch findet sich eine großartige, kontroverse und irrsinnig kenntnisreiche Diskussion an einem Ort, wo man so etwas zu allerletzt erwartet. Nämlich in den Kommentaren zu dem Buch auf Amazon:
Ich will aus einer negativen Kritik zitieren, von David Stedman:
Don’t be victimized by this shallow, self serving analysis that is purely intended to stir up controversy thereby selling books at the expense of the readers best interests and the reputation and credibility of the authors. There are too many flaws in their reasoning to discuss here, but here are the main ones. (….)
— They indite advertising as being less credible and more self serving than P/R which is viewed as a third party source. That may be true, but that also makes P/R an undependable medium when it comes to promoting a brand. Why? Because the print editors and broadcast producers ARE a third party and they may or may not decide to run your story! They may not review your product, they may decide to blast it or they might ridicule and make fun of it. And, even if the editor was planning on giving you a favorable story, a heavy news day could wipe it out. P/R firms don’t guarantee placement, so you could pay out big bucks and come away with nothing but a few mentions in some minor publications.
— It’s clear that neither Al nor Laura Reis have ever practiced P/R. They contend that P/R is best suited for building the brand and generating awareness. After you have built the brand, they say advertising is acceptable for maintaining it. (This contradicts what they say about the market share loses of Coke and Chevy) But the authors forget that start-ups with no recognition are often considered un-newsworthy and frequently get overlooked by editors. Let’s say you are a busy editor or producer bombarded with hundreds of press releases on new products and companies. Are you more likely to look at a release from Coca-Cola or some new company called Ima-cola II? Let’s consider a business-to-business scenario. You have two releases. One is from Microsoft and another is from Bumstuck Software. Who’s product get’s reviewed? (….)
Es gibt auch lesenswerte positive Reviews. Und fast alle auf hohem Niveau. Wo gibt es so etwas sonst auf Amazon?