NEW YORK — Overlooking the simplest principle can cause many of the most complex business problems.

That straightforward premise forms the foundation of "Full Frontal PR" (Bloomberg Press), the latest book by flack and former journalist Richard Laermer, whose discursive, humorous voice makes for an unusually breezy read about working the media business. At the same time, Laermer imbues Full Frontal with a no-nonsense, primer-like sensibility: His advice regarding public relations ranges from the ongoing primacy of word-of-mouth, to the way in which information placed in a journalistic context trumps advertising as the most effective means to spread the word about a product or cause.

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