Getting Attention

By Susan Y Kohl

Getting Attention: Leading-Edge Lessons for Publicity and Marketing is a savvy and innovative guide to getting your message heard in today's dynamic and noisy markets. It's an insider's look at what works and what doesn't in the fast-paced, high-tech world of communications. You'll learn to leverage a spectrum of new and often free technologies, not only the Internet, to distinguish your product or service and reach customers and influencers. Getting Attention reveals how to tailor a message for a specific or multiple media so that it has the best chance of reaching and informing your target market. And most importantly, the book features countless guerrilla tactics for achieving the publicity and marketing results you need without spending a lot of money. You'll learn how to blend innovative and traditional promotional techniques and create programs that build customer relationships and bolster your bottom line. Gain the real-world success secrets from leading marketing visionaries from the non-profit, entertainment, government, and corporate high-tech fields. Whether you're a PTA volunteer, a manager at a start-up company, or the head of a Fortune 1,000 corporate communications department, Getting Attention can help you successfully position your product or service for success.

• Format: Paperback
• Language: English
• ISBN: 0750672595
• ISBN13: 9780750672597
• Release Date: August 2000
• Publisher: Routledge
• Length: 196 Pages
• Weight: 0.65 lbs.
• Dimensions: 9.2" x 0.5" x 6.1"

Customer Reviews

Marketing Made Easy

I can't help but think this should be required reading for the thousands of PR workers who issue press releases everyday that the media ignores. Kohl's easy-to-read guide takes an everyman approach to marketing. The case studies are compelling and interesting. The author understands what many expensive PR firms seem to have forgotten, that getting publicity can be fun and cheap if you approach it the right way. Here in the Silicon Valley, companies spend obscene amounts of money on press kits. They'd be better off investing a few bucks in Kohl's book to learn what works and what's a waste a time when it comes to getting attention.

Required reading for any PR pro

As a veteran of the PR and news business for the past 20 years, I've read numerous books and articles about the profession. Of them all, Susan Kohl's book,"Getting Attention," ranks at the top. Not only does the author shed light on some of the mysteries of cyberspace, but she has a superb knack for explaining somewhat complicated and technical terms in an undertandable manner. What I really love about the book are the case studies which use actual PR situations to enhance the information the author is relating. In my view, "Getting Attention" is a must read for anyone who wants to stay ahead in the PR industry. Don't pass this one up.

Nothing but five stars

OK, I have been in the high-tech PR and marketing world for nearly a decade now. I've been in PR and marketing in other fields even longer. I'm an old timer. So I read James Fallows' column in Industry Standard that called this book "the most intelligent guide to high-tech PR." Then I read "Mary 2 Stars" review. Then I bought the book. James was right. There is a lot of great information in this book. I mean, how many of us really know about the eight second rule, or that companies like Compaq and HP are using push technology to reach their key audiences? I thought push was dead, but not according to Fortune 1000 companies that are using it for everything from PR to IR to customer care. I think Ms. Kohl's book is somewhat visionary. She talks about technology tools and techniques that are going to stay around. And then there is the practical information. So many of us rely on high-tech to do our jobs but we forget the little things like easy access to contact information, relationship-building, 800 numbers and thank you notes. EVERYBODY can benefit from this book. I did and I bet I have more experience than "Mary 2 stars" and her PR pals combined.

Getting Attention by Susan Kohl, just what I was looking for

I have been studying for a Webmaster's Certification for the past several months. I've learned HTML, Java Script, CSS and more. What I want to ultimately do is provide a service over the Internet. I have found all kinds of resources for learning how to code. But, knowing how to build a website doesn't ensure success. One of the other students in my online class told me about this book. I bought the book and am very pleased with the purchase. It gives a brief history of PR over the 20th Century, which helped me understand the evolution taking place. But, more importantly, it provided me with the information I need to take what I've learned about building websites and make it a successful business. I would recommend this book highly to anyone who has the desire to jump on the "information highway" in a profitable way.

Great Session at the Bostoon PRSA Tech Conference

I first met Susan Kohl at the session on new technology approaches to the traditional media at the Boston PRSA conference. I picked up her new book at the conference. On the pane home I got a chance to read the first few chapters and some of the case studies. Love the case studies and "real life examples" for success in "Getting Attention"."Getting Attention" should be required reading for any Marketing , Advertising or Public Relations professional. "Getting Attention" is a practal guide for anyone who wants to have a positve affect on the public awareness and publicity for their organization, wether it be community or business based.