The next time a builder calls and tries to pitch a story that's bound to strike out, I won't have to take time to explain why his or her form is all wrong.

I'll need only point to a chapter or verse in "The Builder's Publicity Builder" ( Taylor Johnson Associates, $29.95) and send him or her back to the bullpen to read it.

That's what I recommend for all home builders, big and small, new home builders and old home remodelers, most of whom have the mistaken idea that everything they build, reconstruct or gets them an award is front page news.

What builders too often don't realize is that, beyond building homes and keeping them fit, their true value to both the media and consumers is a knowledgeable and credible source of information about the product.

Unfortunately, the opposite is generally true. They spend too much time trying to sell the home, project or work, rather than what they know. But take it from the book written by mom-and-daughter team Deborah Taylor and Emily M. Johnson of Chicago-based Taylor Johnson Associates public relations firm: "Start thinking of yourself not as the subject of the story, but as a source for the story... We're not writing to help the builders. We're writing to benefit customers, the public, the readers. Builders should start thinking about how they can pitch stories that benefit the readers...not themselves. But of course they get the beneficial fallout!"

Those are the now immortal words of Judy Stark, Homes Editor of the St. Petersburg Time, who along with other real estate media types, was interviewed for the book's second rendition, more than a decade in the making.

Why listen to Stark and other talking heads from the media?

Credibility.

If you are an industry source for the media, the book says, if you know your facts and can articulate them without pitching yourself or your product, you are invaluable to the media.

Likewise, when readers see you quoted as a knowledgeable spokesperson, by association, they also view you as credible and -- here's the part you've waited for -- credibility can sell a lot of homes.

Credibility is also the book's hallmark.

"We got a lot of input from the media for tips. We asked clients for tips. We tried to do as much research as we could so this is not just coming from the mouths of Emily and and Deborah Johnson," said Emily Johnson.

Along with media tact, the book is compiled with the latest information on public relations strategy, writing news releases, artwork, distribution, events, crisis management, working with a public relations agency and more, including using Web sites to get the word out.

"The book is addressed to all those different types of builders to tell them how to hire a marketing person, how to do your own public relations or how to hire a public relations agency," Johnson said.

If you can't spring for the book (you probably shouldn't be building homes), try one of its compendium brochures: "230 Real Estate Marketing Ideas," $5.95; "101 Tips for Working With the Media," $3.95; or "101 Real Estate Ad Headlines," $3.95.

While the book offers much marketing and public relations guidance specific to builders, anyone who is public relations-challenged can begin to rehabilitate their marketing skills with it or the brochures.