Doing it right

Publicity and marketing on a budget, and leadership for the 21st century

Getting Publicity

Getting publicity can often make the difference between success and failure for businesses. Designing and executing an effective publicity campaign is no longer strictly the domain of PR professionals either. Getting Publicity, now in its third edition, shows you how to do it right.

The book explains the secrets of attracting publicity regardless of who you’re working for — a business, an association, or yourself. It’s aimed specifically at individuals and organizations whose ambitions are bigger than their bankrolls. Getting Publicity emphasizes low-cost, do-it-yourself promotional strategies, offering inexpensive and practical tips for capitalizing on the power of publicity.

The authors show how to make the best of every opportunity for free coverage in print, broadcast and Internet media.

By Tana Fletcher and Julia Rockler. Published by Self-Counsel Press. For more information visit http://www.self-counsel.com/.

Low-Budget Online Marketing

Large companies have huge budgets for marketing their products and services online. But there’s really not much difference between a $100,000 marketing campaign and a $1,000 campaign. Low-Budget Online Marketing for Small Businesses shows how small businesses can cut costs so that they can adapt the same successful marketing strategies that big companies use.

This book explains how to take high-end online marketing and Web design concepts and make them work for a smaller business. Topics covered include:

• Learning from the tactics and techniques of major corporations;
• Getting big impact without spending big dollars;
• Promoting your company on the Internet;
• What sells and doesn’t sell online;
• E-mail marketing;
• Building an online community; and
• Basics of good Web design.

The book includes case studies of companies like Pepsi-Cola, Jenny Craig International and BMW to explain how different online campaigns work.

By Holly Berkley. Published by Self-Counsel Press. For more information visit http://www.self-counsel.com/.

Authentic Leadership

After all of the scandals and corporate misdeeds of the past couple of years, investors and corporations are wondering how to create lasting change in corporate culture. Bill George, former chairman and CEO of Medtronic, tries to answer that question in his new book Authentic Leadership: Rediscovering the secrets to creating lasting value. In it, he insists that throwing corporate criminals in jail and enacting new laws and regulations won’t solve the problem. He insists that what is really necessary is new leadership. After all, as he says, “you can’t legislate integrity.”

The author notes that the root cause of the current crisis is the kind of leaders we have chosen to run our corporations. He contends that we need new leaders who are driven by passion and purpose, not greed. And he suggests that there are five essential dimensions to authentic leaders: purpose, values, heart, relationships, and self-discipline. George argues that leaders who focus on short-term financial strategies and driving up stock prices will ultimately destroy companies. And he demonstrates why mission-driven companies create far more long-term shareholder value than do financially-driven firms.

Through his own experiences, George explains the challenges of leadership and the balance required to be truly successful in business and life.

By Bill George. Published by John Wiley & Sons. For more information visit http://www.wiley.com/.

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