I started reading Mark Borkowski’s Fame Formula last summer. Since then I’ve struggled with it (I have in fact read another six books while trying to finish this particular one).

While it has its moments where the insight into the often murky world of Hollywood publicists are riveting it fails for me because it don’t understand its purpose or its intended audience. This uncertainty plays out in several ways including conspicuous insertions of modern celebrities and their pitfalls – clearly an attempt to woo those more interested in the celebrity than the PR lessons from the book.

I did enjoy the book as it goes: it’s insightful and worthy in its mission to unearth the underbelly of PR and has some good lessons about how – and how not – to survive both as a celebrity and as a publicist.

For me the most valuable section is in Chapter 33 on a lecture publicist Stan Rosenfield (clients include George Clooney, Robert DeNiro and Danny DeVito) gave to a group of Entertainment PR students at UCLA about how to get into the industry. He gives his three top tips on how to succeed which – although entertainment specific – do relate to the wider world of PR. For those of you yet to buy the book then here are the (abridged) tips:

1)      Understand your clients’ expectations of you and know how you can meet them – also recognise that those expectations will change so keep abreast of them.

2)      Learn the client’s dynamics. How do they want the relationship to be managed and how do they want to hear from you – call, email, fax – and how often.

3)      Learn about the entertainment business – everything from production, distribution, marketing and management

Rosenfield’s advice has particular importance as clients will be demanding greater return on their investment – and understanding exactly what they expect, especially as their business goals change, is vital for success.

Taking on board’s Waddington’s tips for 2009, I shall certainly be focusing ever more on retaining existing clients, by keeping even closer to them than normal and understanding how their business is changing – aligning our PR with it all the way.

Sounds like 2009 will be a tough one but those of us that stick to delivering a quality service that focuses on best-value for clients should hopefully succeed.