Rating: 
Summary: Nothing but five stars
Review: 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.
Rating:
Summary: Fire your agency and hire this book!
Review: Read the article in The Industry Standard on whats wrong with the modern day e-mail Spam PR approach which recommended "Getting @ttention". While the article by James Fallows was bruitally honest it was right on the mark. Getting attention is a modern day master piece on how to return to the PR basics full of tried and true information which are brought back to life with a freshness that the Internet has always promised. By page 7 "Reality Check" I knew it was one of those books which had already paid for itself and was on the way to having the potential to change the approach my companies PR program had been taking, dumping thousands of dollars into unproductive campaigns. The key message of this gem of a book is that you can get more return from a well thought out approach to pubicity and Marketing than PR Agencies on retainer any day. Besides the case studies my favorite part was the last chapter which is on "Free stuff and other resources". The reference section alone was more than our agency has provided us in good information in the last month. I agree with Mr. Fallows of the Industry Standard "Fire your PR people" and "hire" this book!
Rating:
Summary: Fire your agency and hire this book!
Review: Read the article in The Industry Standard on whats wrong with the modern day e-mail Spam PR approach which recommended "Getting @ttention". While the article by James Fallows was bruitally honest it was right on the mark. Getting attention is a modern day master piece on how to return to the PR basics full of tried and true information which are brought back to life with a freshness that the Internet has always promised. By page 7 "Reality Check" I knew it was one of those books which had already paid for itself and was on the way to having the potential to change the approach my companies PR program had been taking, dumping thousands of dollars into unproductive campaigns. The key message of this gem of a book is that you can get more return from a well thought out approach to pubicity and Marketing than PR Agencies on retainer any day. Besides the case studies my favorite part was the last chapter which is on "Free stuff and other resources". The reference section alone was more than our agency has provided us in good information in the last month. I agree with Mr. Fallows of the Industry Standard "Fire your PR people" and "hire" this book!
Rating: 
Summary: Susan Kohl, Getting Attention
Review: This book is targeted for novices who know nothing about high-tech PR and marketing. If you are new to the world of technology, then the book might be worth leafing through. Otherwise, it is a complete waste of time because the author does not offer any new perspectives. The reference guide at the end of the book is very self-promotional. When you read the book, you can tell that the author knows what she is talking about. The problem is she wanted to target the book to everyone which made the content very basic.
Rating:
Summary: No how-to details
Review: This book provides an excellent overview of high-tech PR tools. But it says almost nothing about how actually to communicate well. For example, on page 53 she cites one woman as being an expert on gaining reporters' attention with effective subject lines. But she does not provide even one example of an effective subject line! At the end of the book, she does include a sample press release format. Beware -- it's a template for an extremely boring "us too" press release!
Rating:
Summary: Every CEO should get this book for his PR & Marketing folks
Review: What a practical guide full of real life case studies on how to get the positive attention of the media. In this age of information overload to have successful examples of how to rise above the noise is a breath of fresh air. Light and enjoyable read. I highley recommend that every CEO pick this book up,drop a copy on the desk of his PR and Marketing Manager, then expect results!
Rating:
Summary: Brilliant, brilliant, it's about time.
Review: Wow, not only is this book on the mark, it provided me numerous tips of the trade so to speak. Smart marketing in a noisy market. I've wasted a good load of money on marketing books in the past. Not here! In fact, we're ordering it for our entire marketing department. And so is our PR agency. Unlike so many marketing and publicity like books, Kohl's is to the point. And didn't waste my precious time. It's slim and factual.
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