Review: A Chronicle of Knowledge and Sacrifice
Rating: 5 out of 5
Date: 12 24, 2012
Review for Be the NewsThis book appealed to me because of the title and having heard that the author has been a marketing strategist of over 20 years. Since there is always something to learn, I looked forward to adding more media methods  to my arsenal. I was not disappointed; the author comes through.She covers the three basic criteria that must be met in order to make viral marketing work. Then she gives excellent advice on how to steer clear of the tabloids. Then, of course, this is the age of opinions, well founded or not so the author devotes a chapter to Who's Entitled to an Opinion and why. She elaborates more on what happens if you do reach the fame you seek in her chapter Be Careful What You Wish For. It's an eye opener.But there is even more.Not in a million years did I expect to have my emotions run the gamut from mere interest to sympathy, to empathy, to anger with government agencies, to great admiration for this author. You see, in addition to clear instructions on how to handle the media, Lori Getz uses her personal story to help clarify her directives.In this process I learned about FASD...fetal alcohol spectrum disorders and how they develop. It is estimated that in the United States FASD occurs in about 10 per 1,000 live births, or about 40,000 babies per year. If you are an adoptive parent the challenges can make your life hell. The author's story about her family's involvement with this and the way the media treated it and her left me, a tough cookie, disturbed but determined to learn more about it and possibly contribute in some small way. This book is dynamite in this sense.So in summary, Be the News by Lori Gertz is an excellent how-to marketing book combined with heartfelt human interest. Learn about handling the media and be aware of FASD. Our future world depends on both. Get the book.1.May, P.A. and Gossage, J.P. 2001. Estimating the prevalence of fetal alcohol syndrome. A summary. Alcohol Research & Health 25 (3):159-167.