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About Aspatore Books Business Intelligence From Industry Insiders www.Aspatore.com Aspatore Books publishes only the biggest names in the business world, including C-level (CEO, CTO, CFO, COO, CMO, Partner) leaders from over half the world’s 500 largest companies and other leading executives. Aspatore Books publishes the Inside the Minds, Bigwig Briefs, ExecEnablers and Aspatore Business Review imprints in addition to other best selling business books and journals. By focusing on publishing only the biggest name executives, Aspatore Books provides readers with proven business intelligence from industry insiders, rather than relying on the knowledge of unknown authors and analysts. Aspatore Books focuses on publishing traditional print books, while our portfolio company, Big Brand Books focuses on developing areas within the book-publishing world. Aspatore Books is committed to providing our readers, authors, bookstores, distributors and customers with the highest quality books, book related services, and publishing execution available anywhere in the world. The Inside the Minds Series Real World Intelligence From Industry Insiders www.InsideTheMinds.com Inside the Minds was conceived in order to give readers actual insights into the leading minds of business executives worldwide. Because so few books or other publications are actually written by executives in industry, Inside the Minds presents an unprecedented look at various industries and professions never before available. Each chapter is comparable to a white paper and is a very future oriented look at where their industry/profession is heading. In addition, the Inside the Minds web site makes the reading experience interactive by enabling readers to post messages and interact with each other, become a reviewer for upcoming books, read expanded comments on the topics covered and nominate individuals for upcoming books. The Inside the Minds series is revolutionizing the business book market by publishing an unparalleled group of executives and providing an unprecedented introspective look into the leading minds of the business world. About Big Brand Books Big Brand Books assists leading companies and select individuals with book writing, publisher negotiations, book publishing, book sponsorship, worldwide book promotion and generating a new revenue stream from publishing. Services also include white paper, briefing, research report, bulletin, newsletter and article writing, editing, marketing and distribution. The goal of Big Brand Books is to help our clients capture the attention of prospective customers, retain loyal clients and penetrate new target markets by sharing valuable information in publications and providing the highest quality content for readers worldwide. For more information please visit www.BigBrandBooks.com or email jonp@bigbrandbooks.com. I N S I D E T H E M I N D S Inside The Minds: The Art of Public Relations Industry Visionaries Reveal the Secrets to Successful Public Relations Published by Aspatore Books, Inc. For information on bulk orders, sponsorship opportunities or any other questions please email store@aspatore.com. For corrections, company/title updates, comments or any other inquiries please email info@aspatore.com. First Printing, 2002 10 9 8 7 6 5 4 3 2 1 Copyright © 2001 by Aspatore Books, Inc. All rights reserved. Printed in the United States of America. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, except as permitted under Sections 107 or 108 of the United States Copyright Act, without prior written permission of the publisher. ISBN 1-58762-063-4 Library of Congress Card Number: 2001119970 Cover design by Michael Lepera/Ariosto Graphics & Kara Yates Material in this book is for educational purposes only. This book is sold with the understanding that neither any of the authors or the publisher is engaged in rendering legal, accounting, investment, or any other professional service. This book is printed on acid free paper. A special thanks to all the individuals that made this book possible. Special thanks to: Jo Alice Hughes, Rinad Beidas, Kirsten Catanzano, Melissa Conradi, Molly Logan, Justin Hallberg The views expressed by the individuals in this book do not necessarily reflect the views shared by the companies they are employed by (or the companies mentioned in this book). The companies referenced may not be the same company that the individual works for since the publishing of this book. “What business journals do you subscribe to?” A study conducted with over 5,000 top executives shows that 82% of these individuals feel that journals are the preferred type of publication for business intelligence over magazines, books, research reports and other publications. Aspatore Business Reviews Enabling Executives to Innovate & Outperform The Quarterly Journals Featuring Exclusive Business Intelligence From Industry Insiders The Most Subscribed to Journals By C-Level Executives From the World’s 500 Largest Companies Aspatore Marketing Review Aspatore Technology Review Aspatore Entrepreneurial Review Aspatore Business Review A Perfect Gift/Reward for a Key Executive or Your Entire Team! www.Aspatore.com/abr.asp About Aspatore Business Reviews The goal of Aspatore Business Reviews (Aspatore Business Review, Aspatore Technology Review, Aspatore Marketing Review, Aspatore Entrepreneurial Review) are to bring you the most important, condensed business intelligence from industry insiders on a range of different topics affecting every executive, expanding your breadth of knowledge and enabling you to innovate and outperform. Each journal focuses on specific issues affecting a particular profession/industry, written by leading C-Level executives (CEO, CFO, CTO, CMO, COO, Partner) currently in industry, rather than unknown writers, authors or research analysts who are absent from working in the current market environment. The Aspatore Business Review journals provide a distinct competitive advantage for our subscribers by featuring imperative business research from true industry insiders, with each issue featuring knowledge excerpts, white papers, articles, document analysis and other business intelligence. Aspatore Business Reviews focus on only the most pressing business issues in the most condensed format possible and are the best way to maintain your edge and keep current with your business reading in the most time efficient manner possible. Aspatore Business Reviews are interactive journals based on the submission of white papers, articles and knowledge excerpts from business leaders worldwide. Each Aspatore Business Review follows the following special format, specifically designed by leading executives as the preferred way to comprehend business intelligence: I. EXECUTIVE SUMMARY The Executive Summary provides the highlight of the current journal, and enables you to very quickly scan the most important concepts. II. ABR FEATURE The ABR Feature focuses on a current topic affecting executives in every industry, from a variety of different C-Level (CEO, CFO, CTO, CFO, CMO, COO, Partner) perspectives. III. IN THE KNOW In the Know features knowledge excerpts from leading professionals on a variety of topics, enabling executives to expand their breadth of knowledge, communicate intelligently on a wide range of important issues, and develop ideas for innovation and new revenue opportunities within their own area of expertise. IV. EXECUTIVE PERSPECTIVES Executive Perspectives feature white papers on a variety of topics, submitted by C-Level (CEO, CFO, CTO, CMO, COO, Partner) executives from leading companies in major industries currently having a significant impact on the overall economy. V. PROFESSION SPOTLIGHT The Profession Spotlight focuses on a key C-Level (CEO, CFO, CTO, CFO, CMO, COO, Partner) or executive position, and the “Golden Rules” of that profession and other topics that will enable other types of executives to identify efficiencies, new product/service ideas, new revenue opportunities, interact better and implement innovative concepts into their own profession. VI. INDUSTRY SPOTLIGHT The Industry Spotlight section highlights a current industry, or part of an industry, that is affecting the majority of businesses in some way or another and provides opportunities for growth and new profit centers. VII. IDEAS FOR INNOVATION Ideas for Innovation features a series of question blocks that can be used as a starting point for an executive meeting, brainstorming session, or distributed to key managers as a way to stimulate new ideas. ASPATORE Marketing Review The Quarterly Journal Featuring Exclusive Business Intelligence, Research & Analysis From Industry Insiders “THE MUST READ FOR PUBLIC RELATIONS, ADVERTISING & MARKETING PROFESSIONALS” Sample Contributors/Readers/Features: Larry Weber (Weber Shandwick, Founder), Andrea Carney (Brodeur, CEO), Aedhmar Hynes (Text100, CEO), Dave Copithorne (Porter Novelli, CEO), David Bell (Interpublic, Vice Chairman), Tim Love (Saatchi & Saatchi, Managing Partner), Bob Brennan (Leo Burnett, President), Paul Simons (Ogilvy & Mather, UK CEO), Steve Jones (Coca-Cola, Chief Marketing Officer), Karen Edwards (Yahoo!, Brand Manager), Richard Costello (GE, Brand Manager), John Hayes (American Express, EVP Marketing & Advertising) & More…. The Most Subscribed to Journal By C-Level Executives From the World’s 100 Largest Companies Only $1,090 a Year for 4 Comprehensive Issues Aspatore Marketing Review is the only way for public relations, advertising and marketing professionals to keep their edge and stay on top of the most pressing business issues. Each Aspatore Marketing Review journal features business intelligence, research and analysis from C-Level (CEO, CTO, CFO, Partner) executives, public relations and advertising CEOs, chief marketing officers and analysts from the world’s largest companies. Each quarterly issue focuses on the most pressing public relations, advertising and marketing issues, trends, and emerging opportunities in the marketplace that affect every industry in some way or another. Every quarter, Aspatore Marketing Review focuses on topics that every marketing and advertising professional needs to be aware of such as: • • • • • Public Relations Trends Advertising Developments Staying Ahead of Changing Markets Emerging Market Opportunities Technology & the Internet • • • • • Brand Building Methodologies/Strategies Fostering Innovation Economy Trends Golden Rules Aspatore Marketing Review is the one journal every public relations, advertising and marketing professional should read, and is the best way to maintain your edge and keep current with your business reading in the most time efficient manner possible. Fill Out the Order Form on the Other Side or Visit Us Online! www.Aspatore.com ASPATORE Marketing Review Tear Out This Page and Mail or Fax To: Aspatore Books, PO Box 883, Bedford, MA 01730 Or Fax To (617) 249-1970 Name: Email: Shipping Address: City: State: Zip: State: Zip: Billing Address: City: Phone: Lock in at the Current Rates Today-Rates Increase Every Year Please Check the Desired Length Subscription: 1 Year ($1,090) _____ 2 Years (Save 10%-$1,962) _____ 5 Years (Save 20%-$4,360) _____ 10 Years (Save 30%-$7,630) _____ Lifetime Subscription ($24,980) _____ (If mailing in a check you can skip this section but please read fine print below and sign below) Credit Card Type (Visa & Mastercard & Amex): Credit Card Number: Expiration Date: Signature: Would you like us to automatically bill your credit card at the end of your subscription so there is no discontinuity in service? (You can still cancel your subscription at any point before the renewal date.) 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If a new issue is not coming out for another month, the issue from the previous quarter will be sent for the first issue. For the most up to date information on publication dates and availability please visit www.Aspatore.com. Inside the Minds: The Art of Public Relations Industry Visionaries Reveal the Secrets to Successful Public Relations CONTENTS Christopher P.A. Komisarjevsky 11 WINNING COMMUNICATIONS FOR TOMORROW’S LEADERS: THE TOOLS AND TECHNIQUES FOR SUCCESS Rich Jernstedt THE CREATION OF TRUST 59 Don Middleberg 85 THE NEW BREED OF THE INFORMED, PROACTIVE CONSUMER: THE PROSUMER Ron Watt, Sr. 109 PUBLIC RELATIONS AS AN ART AND A CRAFT Richard Edelman 125 THE POWER OF PUBLIC RELATIONS IN A COMPLEX WORLD