Blind Prophecy

If anyone is starting a business, in a decision-making role with a business, or considering advertising for anything, stop and read The Fall of Advertising and the Rise of PR first.

The book argues, quite effectively, that advertising is practically useless for building a brand, increasing sales, or generating a buzz. The hypothesis is simple: there is just so much advertising in the world that it’s lost it’s effectiveness and people just don’t trust advertising. They tune it out. On the other hand, properly handled publicity (or PR) is worth its weight in gold and a thousand times more cost effective than advertising.

Really, the authors offer example after example of how public relations pays off where advertising fails. Frankly, I can’t understand how the bottom hasn’t already dropped out of the advertising market as these revolutionary ideas sweep the business world.

Anyway, it’s a great book and a fascinating read.

On the other hand, having worked in the media for many years, I’d be terrified of this book if my income still depended on advertising revenues.

Filed under: livejournal by Jere Keys