For Immediate Release
Contact: Kathy Bell
Jericho Communications
212/645-6900 x 117

IN AN ERA WHERE COMMUNICATION TECHNOLOGY IS REVOLUTIONIZED DAILY, THE MOST TRADITIONAL FORM OF MARKETING RISES TO THE TOP; Public Relations Getting Greater Attention From Businesses of all Sizes

P.R. (For Dummies) Finally Brings David and Goliath to Common Ground

The Internet, the rise of the small business, the greater amount of entertainment choices, the fragmentation of media, the speed in which new brands, business and avenues of communication rise and fall are not just factors in today's economy, they define it. The connection between business and consumer must be fast, agile, emotional, and inexpensive, which is why public relations is receiving a new emphasis and a greater concentration than ever before. While public relations has grown in importance it also stands as the great equalizer between large and small companies. Because of its cost effectiveness public relations can be used to build an empire from the living room of a mom and pop small business as easily as it can from a multinational corporation. It can be the strength of the Goliath's' as well as it can be the stones in David's slingshot.

P.R. For Dummies (IDG Books Worldwide, Inc., $29.99, January 2001) is a comprehensive, easy to follow book that sheds light on the power and the process behind public relations for the David's and the Goliath's of the business world alike. Eric Yaverbaum, a twenty-year veteran of public relations and co-founder and President of Jericho Communications, along with co-author Bob Bly provide an A to Z overview of everything that one needs to succeed in public relations. Whether you are a seasoned PR pro in search of fresh ideas or a novice to the business, PR for Dummies offers a combination of theory, tips, case studies and advice to make your public relations efforts a rousing success.

The first section of the book provides a "big picture" overview of the public relations field, including defining PR and how it fits into overall marketing plans, how PR benefits companies and individuals, as well as an examination of the PR process and resources available.

"This book is like 'PR in a box' because we explain all facets of public relations" explains Eric Yaverbaum, author of PR For Dummies and President of Jericho Communications. "This book is a significant guide for individuals or small businesses who don't have the resources for public relations, but also offers a unique insight into PR that will also benefit people who have years of industry experience."

Part II of the book delves into brainstorming and creative thinking, offering several concrete examples of successful PR campaigns. Other sections of the book deal with laying the groundwork for campaigns, implementing your programs to generate exactly the type of media you want, creating a 'buzz' through publicity, as well as "The Part of Tens," a collection of useful top ten lists such as the ten greatest PR coups of all time, ten tips for coming across to media and colleagues as a PR pro, and the top ten situations in which PR can help you achieve better business results.

The book is also full of press releases, media alerts, events and campaigns that bring the information in the book to life. In addition, there is a CD ROM that can be purchased along with the book that offers templates of press release, media alerts, pitch letters and other correspondence to guide you in creating your own public relations material.

Continued Yaverbaum: "For many people, this book will help define public relations and clear up misconceptions they have about our great industry. Everyone knows an advertisement when they see it on t.v., but how many people know good public relations when they see it on television? This book is an important resource for any business, particularly in today's day and age."

About the author: Eric Yaverbaum is co-founder of Jericho Communications, a New York-based PR firm with offices in Seattle. Eric has amassed extensive experience in counseling a wide range of clients in corporate, consumer, retail, technology and professional service markets and building brands such as Sony, IKEA, Domino's Pizza, Bell Atlantic and American Express, among many others. Eric has written many articles for trade journals on creative public relations and media strategy and co-authored the best-selling book I'll Get Back To You (McGraw Hill 1998). Eric is an active member of the highly selective Young President's Organization and the Public Relations Society of America, where he currently sits on the board as the education chairman.

Eric Yaverbaum is available for interview.