Book 'Em
Put your best business face forward.
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.
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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.
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