Stars of PR

PR is the hottest way to get buzz about a new business. So say Al and Laura Ries in their new book, The Fall of Advertising & The Rise of PR (HarperInformation). Media stories imply credibility. "Over the years, we've noted that many brands really got started with PR," says Al. Remember these big-guy tactics:

* Starbucks: Founder Howard Schultz pitched the fact that the Europeanstyle coffee bar was new in the States and that it attracted a hip, urban clientele. Says Al, "Being the first in a new category generates publicity."

* Red Bull: First launched in Austria in 1987, the product's buzz started in Germany when the energy drink was banned because of concerns about some ingredients. That, of course, made German teenagers want it even more. The word-of-mouth came to the United States with a vengeance-and Red Bull is now the market leader.

* Amazon.com: Founder Jeff Bezos spoke everywhere about his fresh conceptian online bookseller. The mediabit, and Bezos and Amazon.com enjoyed plenty of press coverage.

The key to each of these success stories? Each business focused on what was newsworthy--something any company can do.

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