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Summary: The dean of spin reveals the secrets
Review: "Tell your story before others do." "Be available for interviews"Whoaa! That's it! Two common sense conclusions ... endlessly repeated in 214 pages of utter drivel. Do people really pay Sitrick for such basic advice? Apparently. He told us so! The problem is this - not one of Sitrick's clients has anything to hide. They are all squeaky clean with wonderful stories to tell if only they had the confidence to open up. How lucky he is. And how out of touch he is... Anyone who genuinely works in PR will cringe after reading this ghastly collection of back-patting anecdotes. Sadly, there nothing to be gained from this teenage diary. Except the discovery that some American business leaders are surprisingly stupid. Yawn. I am bitterly disappointed...
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Summary: Govt communicators also see Media Relations Handbook
Review: As the title suggests, Michael Sitrick is unabashed by the four-letter word that even most public relations professionals wince when hearing: Spin. With all of its negative implications, thanks to the media and entertainment industries who disdain the thought that they can be used to help attain an organization's objectives, Sitrick shows how he built a career and his own business by knowing how to use these industries to his advantage. What's more, he demystifies the process with nine basic rules that have guided his own success. These rules, however, are certainly not trade secrets and are in fact second nature (or at least should be) to any truly successful PR person who has dealt with crisis communication. Overall, the book is very entertaining and filled with many examples of how Sitrick has made a name for himself. For the un-indoctrinated into the world of spin, he makes it clear that this is not about misleading people or falsely manipulating the media, but rather about ensuring the perspective you want is effectively presented to the media and, thereby, considered by the public when forming opinions. For those who work in the field of PR, it reinforces concepts that every professional should have acquired, which isn't to say every professional is capable (or willing) of applying them. In fact, from my own experience, that person is extremely rare and difficult to groom within an organization, since they are often blinded by their own organizational culture and hierarchy from finding the root of the problem or becoming the driving force to overcome a crisis. This is the real beauty of Sitrick's book, since he tells you enough of how he goes about fixing problems to make you realize that you need that kind of PR focus as well during a crisis, but if you want it done right you're going to need someone with his expertise. The consummate PR professional, his book will leave you wondering how you could ever get along without him and his company.
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Summary: Puts some respect into a four-letter word
Review: As the title suggests, Michael Sitrick is unabashed by the four-letter word that even most public relations professionals wince when hearing: Spin. With all of its negative implications, thanks to the media and entertainment industries who disdain the thought that they can be used to help attain an organization's objectives, Sitrick shows how he built a career and his own business by knowing how to use these industries to his advantage. What's more, he demystifies the process with nine basic rules that have guided his own success. These rules, however, are certainly not trade secrets and are in fact second nature (or at least should be) to any truly successful PR person who has dealt with crisis communication. Overall, the book is very entertaining and filled with many examples of how Sitrick has made a name for himself. For the un-indoctrinated into the world of spin, he makes it clear that this is not about misleading people or falsely manipulating the media, but rather about ensuring the perspective you want is effectively presented to the media and, thereby, considered by the public when forming opinions. For those who work in the field of PR, it reinforces concepts that every professional should have acquired, which isn't to say every professional is capable (or willing) of applying them. In fact, from my own experience, that person is extremely rare and difficult to groom within an organization, since they are often blinded by their own organizational culture and hierarchy from finding the root of the problem or becoming the driving force to overcome a crisis. This is the real beauty of Sitrick's book, since he tells you enough of how he goes about fixing problems to make you realize that you need that kind of PR focus as well during a crisis, but if you want it done right you're going to need someone with his expertise. The consummate PR professional, his book will leave you wondering how you could ever get along without him and his company.
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Summary: Destined to be THE TEXTBOOK on strategic public
Review: Michael Sitrick's new book, SPIN, puts the reader front and center in some of this country's most important and interesting financial PR battles. I am a lawyer, who over the past 25 years has seen how valuable public relations can be in a sensitive situation. I have also seen how damaging it can be to a company and a client when it is mishandled. Sitrick and his firm's reputation are borne out by the examples provided in his book. It is a must read for any attorney who anticipates having a case which might attract public attention. In the book, Sitrick provides the reader with fascinating and enjoyable reading, providing insight into the secretive business which pits titans against each other or the government. It is as interesting as a spy novel, but the stories are from the front page of the Wall Street Journal. We're introduced to the recent battle of Food Lion vs ABC's Prime Time Live and the edited film on the cutting room floor which told the true story. Th! e Orange County bankruptcy battle, the largest in Municipal history, is detailed for the reader. The National Medical Enterprise case is a fascinating accounts about what to do when the FBI shows up at your door and carts away your files. Hollywood is not left out as among other cases, Sitrick highlights Kirkorian's battle with Credite Lyonaise. Sitrick is equally adept with a scalpel or a hammer, depending on whether he wants to give his opponent a lobotomy or a mere concussion. This book is destined to be THE TEXTBOOK on strategic public relations.
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Summary: The dean of spin reveals the secrets
Review: Mike Sitrick's "SPIN" reveals the secrets and demonstrates that the media is not something to be "managed," as in the days of JFK. The author's examples are fascinating and provide ample proof to all of Corporate America that public relations is not what they might think it is. It's important to note that to handle a crisis in today's glare of intense media takes planning far in advance of that moment, as Sitrick points out so well. The examples he offers are obviously only the few he can talk about as his career indicates he's handled hundreds of confidential crises. This is an inside look at the work of an expert in a zone of the press people don't even know exists. After you read it you will ask yourself, "How many news stories influenced by experts?" Certainly, as Sitrick's book points out, the most famous bankruptcy in the history of this country, the Orange County Bankruptcy, was effected by the task force of Sitrick's company. There is no higher level of the media than that of "60 Minutes" and its unique primetime domain. This book is essential to a 90's understanding of the press and how it effects everyone. If you're in business, you should read it and then you should read it again. If you're not, read it twice.
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Summary: Govt communicators also see Media Relations Handbook
Review: Spin is excellent. But government communicators should also see "Media Relations Handbook for Agencies, Associations, Nonprofits and Congress" by Brad Fitch, a Washington PR pro, with a foreword by Mike McCurry. See MediaRelationsHandbook.com for testimonials and more info or search Amazon for ISBN 1587330032
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