Image may not be everything, but it's hardly insignificant. How best to put your business face forward in this era of endless spin?
For a historical perspective, check out Stuart Ewen's PR! A Social History of Spin (Basic Books, $16). Intensely researched, PR! places the art of public relations in a cultural context that's interesting (but not for the scholastically faint of heart).
Both heartfelt and thorough, Signs and Wonders: The Spectacular Marketing of America (Currency/Doubleday, $27.95) delves into the world of signage in all its colorful, creative glory. Authors Tama Starr and Edward Hayman pay particular attention to that Mecca of visual marketing: Times Square.
Shel Holtz's Public Relations on the Net (Amacom Books, $24.95) is an excellent primer on technology's role in company image-keeping. "The Internet is so new," observes Holtz, "that businesses, unsure of what to do with it, are applying old uses to it." Don't let your business be one of them.