"Blue Book of Advertising" Has Some Good Ideas for PR

While the media & PR worlds are changing, The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference provides some useful insight and tips -- whether you work in PR or advertising.

Written by agency veterans by Steve Lance & Jeff Woll, some of the ideas are not new for those who have been in the agency business for a while, but too often people forget them, like:

• Be expert on the benefits of your client's product or service.
• Know who your customers are.
• Read what your customers reads, watch what they watch.
• Quality is the absence of non/quality signals )like misspellings."
• Attention spans will get shorter. Need to make the point/message shorter.
  

There are some good points on branding:

• Know where you want to take the brand.
• Map a clear route of how you'll take your brand to the destination.
  = make sure to communicate that map.
  = establish benchmarks against which progress will be made.
  =establish measures w/client/agency.
  = agree how to resolve issues.
  = establish criteria w/client.

The book is a quick read, and worth picking up as a refresher.