Want to know how to make yours the "in" business with both the press and customers? Looking for that one tool to help you get word of mouth rolling, quickly and inexpensively? Full Frontal PR lets you in on a big secret of the PR industry: You can create buzz and elicit media attention for yourself — without the help of PR firm and without a large budget.

Using entertaining real-life case studies, Full Frontal PR breaks down the publicity process and demonstrates how you can use the press productively. You’ll discover how to identify your unique news-making hook, build relationships with the mainstream and industry press, and gain strategic placements that will build your business — and get people talking about it. These tactics are based on proven methods that both easy to implement and, most importantly, cost-effective.

PR remains the easiest, the least expensive way to gain market share and reach customers. Full Frontal PR shows how to break your message through the clutter and into the center of attention.

Richard Laermer is the founder and CEO of RLM Public Relations in New York, USA. With a background as a magazine and newspaper journalist for fifteen years, he has been published in more than fifty newspapers and magazines, including the New York Times, the New York Post, USA Today, and Saturday Review. Mr. Laermer is a commentator for Public Radio’s Marketplace, and writes for AdWeek, Media Life magazine, and the back page “Toy Box” column for PR Week magazine. In addition, with Michael Prichinello, he cowrites the monthly column, “Full Frontal PR Report, for MediaMap’s Expert PR newsletter. He is the author of several other books, including trendsSpotting (Perigee, 2002) and Native’s Guide to New York (W.W. Norton, 2002) now in its fifth edition. Mr. Laermer is a sought-after speaker and media expert at conference nationwide.

MICHAEL PRICHINELLO is vice president and director of media strategies for RLM Public Relations. He has managed a host of successful media campaigns, online and off, for companies including Amazon.com., Flatiron Partners, Audible.com, LookSmart, Barnes & Noble, Kozmo.com, and E*TRADE financial. In 2001 Mr. Prichinello was named one of PR NEWS’s “Top 15 PR Properties.” For MediaMap he currently writes the monthly column, “Full Frontal PR Report,” with his coauthor Richard Laermer. His professional background includes appointments as spokesman and strategist for public officials of the state of New York, USA.