FIR Reviews

Reviews of books dealing with PR and online communications

Monday, July 02, 2012

FIR Book Club #3: “Marketing in the Round” co-author Gini Dietrich

Gini Dietrich was the guest author for the third installment of the FIR Book Club, hosted by FIR Book Review Editor Bob LeDrew. Gini co-authored Marketing in the Round with Geoff Livingston.

imageGini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communication firm. She also is the founder of the professional development site for PR and marketing pros, Spin Sucks Pro. Gini is the author of the PR and marketing blog, Spin Sucks, which is a 2012 Cision Top 100 Blog, the 2010 and 2011 Readers Choice Blog of the Year, a Top 42 Content Marketing Blog from Junta42, a top 10 social media blog from Social Media Examiner, and an AdAge Power 150 blog. She delivers numerous keynotes, panel discussions, coaching sessions, and workshops across North America and Europe on the subject of using online technology in communication, marketing, sales, and HR. One of the top rated communication professionals on the social networks, Gini was recently named the number one PR person, according to Klout and TechCrunch, on the channels, and number one on Twitter, according to TweetLevel. She also can be found writing at Crain’s Chicago Business and in various PR and marketing blogs and publications.

This podcast was recorded live on TalkShoe.

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Share your comments or questions about this podcast, or suggestions for future reviews, in the FIR FriendFeed Room. You can also email us at fircomments@gmail.com; call the Comment Line at +1 206 222 2803 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: twitter.com/FIR. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

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This FIR Book Review is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by shel on 07/02 at 01:13 PM
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Thursday, June 28, 2012

FIR Book Review: Marketing in the Round, by Gini Dietrich and Geoff Livingston

imageFIR Book Review Editor Bob LeDrew reviews Marketing in the Round, a collaboration between Arment-Dietrich CEO Gini Dietrich and marketing strategist Geoff Livingston.

From the book description:

“It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter. “

Get this podcast:

“Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era” by Gini Dietrich and Geoff Livingston

Publisher: Que
Hardcover only (224 pages)
Published: May 3, 2012)
ISBN-10: 0789749173
Paperback ISBN-13: 978-0789749178

Purchase the book online at:

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Share your comments or questions about this podcast, or suggestions for future shows, in the FIR FriendFeed Room. You can also email us at fircomments@gmail.com; call the Comment Line at +1 206 222 2803 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: twitter.com/FIR. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all For Immediate Release podcasts including the weekly Hobson & Holtz Report, subscribe to the full RSS feed.

This FIR Review is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by shel on 06/28 at 08:29 AM
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Tuesday, June 12, 2012

FIR Book Review: The Virtual Self, by Nora Young

imageFIR Book Review Editor Bob LeDrew reviews The Virtual Self: How Our Digital Lives Are Altering the World Around Us, by Nora Young, the host of Spark on Canadian Broadcasting Corporation radio. The recent release explores the very real impact of the virtual information we generate about ourselves—on our own lives, our communities, and our government.

From the book description:

“We generate enormous amounts of online data about our habits: where we go, what we do, and how we feel. Some of that is stuff we choose to report; some of it is the offhand data trails we leave behind. The Virtual Self looks at the debates and challenges around virtual data-sharing—from Facebook status updates to Google Navigator—and its potential for building more responsive communities and governments. Nora argues that if we wrestle now with issues like privacy and data control, we can harness the power of that data.

“The host of CBC Radio’s Spark, Nora Young has fascinating information at her disposal, unique insights into the intersection of the virtual and real worlds, and a wonderful voice for making all of these clear to a general audience. Accessible and entertaining, The Virtual Self takes that personal, psychological reality of everything from email to status updates and teases out the increasingly bigger impacts on the real world around us of the virtual information we all generate.”

Don’t miss Mitch Joel’s interview with author Nora Young on his podcast, Six Pixels of Separation.

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“The Virtual Self: How Our Digital Lives Are Altering the World Around Us” by Nora Young

Publisher: McClelland & Stewart
Hardcover only (240 pages)
Published: April 10, 2012)
ISBN-10: 0771070640
Paperback ISBN-13: 978-0771070648

    Purchase the book online at:
  • Amazon US
  • Amazon UK: Not available
  • Amazon Canada
  • Kindle versions are not available.

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Share your comments or questions about this podcast, or suggestions for future shows, in the FIR FriendFeed Room. You can also email us at fircomments@gmail.com; call the Comment Line at +1 206 222 2803 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: twitter.com/FIR. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all For Immediate Release podcasts including the weekly Hobson & Holtz Report, subscribe to the full RSS feed.

This FIR Review is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by shel on 06/12 at 10:53 AM
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Thursday, May 03, 2012

FIR Book Review: #FAIL by Bernhard Warner and Matthew Yeomans

imageFIR co-host Neville Hobson reviews the Kindle e-book edition of #FAIL: The 50 Greatest Social Media Screw-Ups and How to Avoid Being the Next One, by Bernhard Warner and Matthew Yeomans.

This book lays bare not only the biggest corporate mistakes and miscalculations of the social media age, but also points out where the organizational vulnerability is that caused each of the 50 screw-ups, and how you can identify this very thing within your own organization.

From the book description:

"All corporate screw-ups are social. Don’t believe us? Pop onto Twitter and type in the word ‘#Fail’ or search the word ‘boycott’ on Facebook. Up pops the names of many of the world’s largest brands, and the latest consumer grievances and organized pressure campaigns against them.

"#FAIL: The 50 Greatest Social Media Screw-Ups and How to Avoid Being the Next One chronicles another kind of digital pioneer, those brands that have made iconic, early stumbles in social media that have resulted in consequences well beyond a loss of a few ‘friends’ or ‘followers.’ From a lock-picking geek’s take-down of Kryptonite in 2004 to Carnival Corp’s tin-eared response to the Costa Concordia tragedy in January, 2012, the blunders chronicled here have cost companies millions, bruised well-honed corporate reputations and sunk careers.

"There are plenty of mistakes to learn from here - or at least chuckle at in disbelief."

Get this podcast:

"#FAIL: The 50 Greatest Social Media Screw-Ups and How to Avoid Being the Next One by Bernhard Warner and Matthew Yeomans.

Publisher: SMI Press
E-book and paperback (122 pages)
Published: February 2012 (UK), March 2012 (USA)
E-book Page Numbers Source ISBN: 1471615235
Paperback ISBN-10: 1471615235
Paperback ISBN-13: 978-1471615238

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Share your comments or questions about this podcast, or suggestions for future shows, in the FIR FriendFeed Room. You can also email us at fircomments@gmail.com; call the Comment Line at +1 206 222 2803 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: twitter.com/FIR. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all For Immediate Release podcasts including the weekly Hobson & Holtz Report, subscribe to the full RSS feed.

This FIR Review is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by neville on 05/03 at 02:12 AM
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Thursday, April 26, 2012

FIR Review: Reality is Broken, by Jane McGonigal

Reality is Broken book coverFIR co-host Shel Holtz reviews Jane McGonigal’s “Reality is Broken,” which argues that the principles of game play can lead to better results than the routine approaches we take to problem-solving in the real world. From the:

“In this groundbreaking exploration of the power and future of gaming, McGonigal reveals how we can use the lessons of game design to fix what is wrong with the real world. Drawing on positive psychology, cognitive science, and sociology, Reality Is Broken uncovers how game designers have hit on core truths about what makes us happy and utilized these discoveriesto astonishing effect in virtual environments. Videogames consistently provide the exhilarating rewards, stimulating challenges, and epic victories that are so often lacking in the real world. But why, McGonigal asks, should we use the power of games for escapist entertainment alone? Her research suggests that gamers are expert problem solvers and collaborators because they regularly cooperate with other players to overcome daunting virtual challenges, and she helped pioneer a fast-growing genre of games that aims to turn gameplay to socially positive ends.”

Get this podcast:

Reality is Broken: Why Games Make Us Better and How They Can Change the World by Jane McGonigal

Publisher: Penguin Press
Hardcover, 400 pages
Published January 2011
ISBN-10: 1594202850
ISBN-13: 978-1594202858

Purchase at Amazon US (US Kindle edition), Amazon Canada, or Amazon UK (UK Kindle edition).

FIR on Friendfeed
Share your comments or questions about this podcast, or suggestions for future reviews, in the FIR FriendFeed Room. You can also email us at fircomments@gmail.com; call the Comment Line at +1 206 338.7960 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: twitter.com/FIR. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all For Immediate Release podcasts including the weekly Hobson & Holtz Report, subscribe to the full RSS feed.

This FIR Book Review is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by shel on 04/26 at 05:16 PM
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Friday, March 23, 2012

FIR Book Review: For Immediate Release, by Ronn Torossian

imageFIR Book Review Editor Bob LeDrew reviews the new book by 5WPR founder, president and CEO Ronn Torossian, “For Immediate Release” (no kidding). The book’s subtitle is “Shape Minds, Build Brands and Deliver Results with Game-Changing Public Relations.” From the book description:

“It is essential that businesses know how to communicate quickly, often preemptively, and effectively to survive—and at a cost that is far lower than comparable marketing and ad campaigns. The first book by the owner of a top 50 PR agency (5WPR), For Immediate Release, Ronn Torossian reveals how public relations can do just that—while also defining brands; helping companies and individuals court the press or avoid it; growing business without alienating loyal customers; resolving crises quickly; and improving first page results on the most powerful search engine in the world (Google).”

Get this podcast:

For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations by Ronn Torossian

Publisher: BenBella Books
Hardcover, 288 pages
Published October 2011
ISBN-10: 11936661160
ISBN-13: 978-1936661169

Purchase at Amazon US (US Kindle edition), Amazon Canada, or Amazon UK (UK Kindle edition).

FIR on Friendfeed
Share your comments or questions about this podcast, or suggestions for future reviews, in the FIR FriendFeed Room. You can also email us at fircomments@gmail.com; call the Comment Line at +1 206 222 2803 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: twitter.com/FIR. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all For Immediate Release podcasts including the weekly Hobson & Holtz Report, subscribe to the full RSS feed.

This FIR Book Review is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by shel on 03/23 at 11:09 AM
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Thursday, March 08, 2012

FIR Book Review: “Evangelist Marketing” by Alex L. Goldfayn

imageGuest reviewer Robin Browne offers his thoughts on “Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesn’t),” by Alex L. Goldfayn. Here’s the description of the book:

“In Evangelist Marketing, Alex Goldfayn argues that technology companies succeed in spite of their marketing, not because of it. He says that if consumer tech makers ceased all marketing activity today, they would not see a significant decline in sales. In this book, Alex presents why the current state of overly-technical, features-oriented tech marketing, branding, communications and public relations is costing the industry billions of dollars—easy money that’s voluntarily being left on the table. Then he lays out a step-by-step system for creating intensely loyal brand evangelists based on deep consumer insights and simple, emotional language. Evangelist Marketing is written for consumer tech companies big and small—from PC manufacturers to Web-based services. It’s also sure to improve the work of their marketing and public relations agencies.”

Get this podcast:

Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesn’t) Alex L. Goldfayn

Publisher: BenBella Books
Hardcover, 288 pages
Published January 2012
ISBN-10: 1936661098
ISBN-13: 978-1936661091

Purchase at Amazon US (US Kindle edition), Amazon Canada, or Amazon UK (UK Kindle edition).

FIR on Friendfeed
Share your comments or questions about this podcast, or suggestions for future reviews, in the FIR FriendFeed Room. You can also email us at fircomments@gmail.com; call the Comment Line at +1 206 222 2803 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: twitter.com/FIR. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all For Immediate Release podcasts including the weekly Hobson & Holtz Report, subscribe to the full RSS feed.

This FIR Book Review is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by shel on 03/08 at 07:22 AM
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