This work offers a summary of the book “FULL FRONTAL PR: Getting People Talking About You, Your Business or Your Product” by Richard Laermer and Michael Prichinello.Richard Laermer is the founder and CEO of his own firm, RLM Public Relations. He also worked for fifteen years as a magazine and newspaper journalist. Michael Prichinello is vice president and director of media strategies for RLM Public Relations. During his career, Mr. Prichinello has managed public relations programs for a number of companies including Amazon.com, LookSmart, Barnes & Noble, Kozmo.com and E*TRADE Financial. The “insider secret” of the public relations (PR) industry is that companies are actually better off handling their own publicity requirements rather than hiring a PR firm. In fact, as long as you understand the basic principles of what you’re trying to accomplish, you’ll probably generate more buzz and more media attention if you handle your own PR than any third party could ever generate for you.In Full Frontal PR, Richard Laermer and Michael Prichinello reveal everything you need to know if you want to be effective at generating publicity. A must read for anyone seeking buzz.