Getting Attention

1st Edition

Leading-Edge Lessons for Publicity and Marketing

Authors: Susan Y Kohl
Paperback ISBN: 9780750672597
Imprint: Butterworth-Heinemann
Published Date: 7th April 2000
Page Count: 200


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Getting Attention: Leading-Edge Lessons for Publicity and Marketing is a savvy and innovative guide to getting your message heard in today's dynamic and noisy markets. It's an insider's look at what works and what doesn't in the fast-paced, high-tech world of communications. You'll learn to leverage a spectrum of new and often free technologies, not only the Internet, to distinguish your product or service and reach customers and influencers. Getting Attention reveals how to tailor a message for a specific or multiple media so that it has the best chance of reaching and informing your target market. And most importantly, the book features countless guerrilla tactics for achieving the publicity and marketing results you need without spending a lot of money.

You'll learn how to blend innovative and traditional promotional techniques and create programs that build customer relationships and bolster your bottom line. Gain the real-world success secrets from leading marketing visionaries from the non-profit, entertainment, government, and corporate high-tech fields. Whether you're a PTA volunteer, a manager at a start-up company, or the head of a Fortune 1,000 corporate communications department, Getting Attention can help you successfully position your product or service for success.

Key Features

Get professional publicity on a shoestring using next-generation promotional tools and technologies Insider tips and techniques on message-crafting for noisy markets and getting free and effective media coverage A Silicon Valley insider's guide to how the high-tech industry and new technologies are transforming the publicity game for every business


Anyone who has a need to get free publicity and to make the most of their marketing resources.

Table of Contents

Twentieth Century Tools and Techniques; The Internet; Effective Marketing on Web; Electronic Mail; Push Technology; Wireless Technology; Influencing the General Public; Approaching the News Media; Marketing and Publicity on a Shoestring; Mixing Technology with Tradition; What's next?; Free Stuff and Resources; Appendix


No. of pages:
© Butterworth-Heinemann 2000
Paperback ISBN:

About the Author

Susan Y Kohl

Affiliations and Expertise

APR, is an award-winning high-tech public relations and marketing veteran and the co-founder of Sierra Communications, a Silicon Valley public relations firm.


An informative guide to stimulate exciting, new marketing strategies. Arts Business Magazine - 9th April 2001