Title: - Selling the Circus Author: - Sam Hamilton Over more than thirty years working hand in hand with the media on four continents and employing hundreds of publicists along the way, the author sets out to supplement traditional communications theory with experiences and lessons for the ultimate ten percent - the part that transforms everyday messages into headline grabbing publicity. It is his contention that success requires more than journalistic ability or technological aptitude, and in "Selling the Circus" he presents thought provoking illustrations of how the three primary communications disciplines of Public Relations, advertising, and media promotions, should seamlessly combine to produce effective, efficient and record breaking results. With easily accessible analogies and case studies from his experience promoting political figures, automotive brands, and the cream of pop music and Hollywood movies, "Selling the Circus" is written in two parts; the first explains why traditional media imposed boundaries no longer apply, and how, by incorporating marketing and branding principles, publicists have become the second most critical players in modern business. The second provides practical guidance to the political and entertainment industry strategies that make the difference between success and stardom - ranging from organising and maximising results from publicity tours and the secrets of effective product placement, to the more sinister aspects of media manipulation and political propaganda. Selling the Circus achieves a rare blend of an enriching and immensely interesting journey through back-stage passageways with the revelations and valuable marketing insights one would expect from an academic text. It is a must-read for everyone contemplating media or entertainment careers and should be compulsory for those already in senior management positions. From an academic perspective, explanations and examples provide ample opportunity for study and debate. And for established executives, its serious observations, gleaned from consulting experiences, will encourage greater understanding of the objectives, expectations, and hazards confronting all contemporary communicators. Chapters are dedicated to: - Communications integration with marketing and branding: Live Brands and the creation of brand personality: Recruitment - a different perspective on assessment and the personal attributes necessary for success: Public Relations functions, messages and strategies: Counteracting unwelcome exposure: Propaganda, misinformation and legitimate deception - the fastest growing area of the communications arena: Organising and maximising effect from publicity tours, press conferences, seminars and locations visits: Benefits and dangers of inviting media into the sanctum - illustrated by a case study of a European rock tour: Media promotions: Branded entertainment, product placement and endorsement, movies v other media. The final case-study draws previous chapters together in a blow by blow account of the simultaneous launch of an everyday product and a major movie. Author Q&A: - Youtube.com/user/argotmedia