Public relations for dummies
Book - 2006
Saved in:
- Subjects
- Published
-
Hoboken, N.J. :
Wiley
2006.
- Language
- English
- Main Author
- Other Authors
- ,
- Edition
- Second edition
- Physical Description
- xxiv, 358 pages : illustrations
- Bibliography
- Includes index.
- ISBN
- 9780471772729
- Foreword
- Introduction
- About This Book
- Conventions Used in This Book
- Foolish Assumptions
- How This Book Is Organized
- Appendix
- Icons Used in This Book
- Where to Go from Here
- Part I. PR: What It Is, How It Works
- Chapter 1. The Power of PR
- Who Needs PR, Anyway?
- Beyond Stunts: The Real Value of PR
- The Relationship between PR and the Media
- Publicity Plus: The Many Components of PR
- What PR Is Not
- Key Audiences PR Can Reach
- The Changing Role of PR in the Marketing Mix Today
- Assessing Your Situation: How to Tell When PR Is the Missing (Or Weak) Ingredient
- Chapter 2. X-Raying the PR Process
- Pre-Planning Steps
- Working Out the Plan Details
- Devising Winning PR Concepts: The Four Essential Elements
- Sharpening Ideas to Form Creative Promotions
- Assessing PR Ideas: Will It Work?
- Controlling Time and Chance
- Chapter 3. Hiring Professional PR Help
- Getting Help
- Getting the Most out of Hired Help
- Part II. Brainstorming and Thinking Creatively
- Chapter 4. Setting Up Your PR Department and Program
- Picking the PR Team
- Defining the Scope of Your Authority
- Integrating PR with the Rest of Your Business
- Setting Up the PR Command and Control Center
- Targeting Your PR Efforts
- Chapter 5. Formulating Ideas
- Giving New Ideas a Chance
- Creating Profitable PR Programs
- Finding Other Ways to Turn on the Light Bulb
- Chapter 6. Using PR Tactics
- Going Where the Cameras Are
- Creating a Tie-in to a TV Show or Movie
- Spotlighting the Product
- Staging a Contest
- Working for a Worthy Cause
- Tying In to a Holiday
- Conducting a Survey
- Staging an Event
- Making Them Laugh
- Waging a Trade-in Campaign
- Creating a Character
- Using Viral Marketing
- Part III. Putting the Wheels in Motion
- Chapter 7. Creating a Company Newsletter
- Meeting Internal Needs: The Employee Newsletter
- Staying in Touch with Your External Audience
- Deciding on Size and Frequency
- Creating a Mailing List
- Designing Your Company Newsletter
- Using the Company Newsletter as a Marketing Tool
- Chapter 8. Putting Your Message in Writing: The Press Release
- Writing a Press Release That Gets Picked Up by Media
- Putting News in Your News Releases
- Using a Press Release Checklist
- Deciding How to Send Press Releases
- Chapter 9. Writing and Placing Feature Articles
- Getting Exposure in Feature Articles
- Selecting the Right Magazine
- Making the Initial Contact
- Writing a Query Letter
- Writing a Pitch Letter
- Getting the Editor's Go-Ahead
- Placing Articles Online
- Chapter 10. Promoting Yourself through Public Speaking
- Reaching Key Audiences through Public Speaking
- Preparing and Delivering Your Presentation
- Using Visual Aids
- Capturing Attendee Names for Your Prospect Database
- Part IV. Choosing the Right Medium for Your Message
- Chapter 11. Getting Your Message Out
- Compiling a Personal Contact List
- Developing a Mass Media List
- Distributing Materials to the Media
- Getting to Know Global PR
- Selecting PR Media
- Reaching Reporters the Right Way
- Turning the Press into a Client
- Breaking through the PR Clutter
- Following Up: The Media Blitz
- Working Your ABC Lists
- Separating Advertising and Editorial
- Chapter 12. Handling the Media
- Meeting the Press
- Becoming Savvy with Media Interviews
- Chapter 13. Tuning In to Radio
- Getting the Facts about Radio
- Looking at the Advantages of Radio over Other Media
- Taking Advantage of Satellite Radio
- Getting on the Radio
- Preparing for Airtime
- Making a Good Impression during the Interview
- Chapter 14. Getting PR on the Tube
- Understanding How TV PR Differs from Print
- Sorting Out the TV Shows
- Targeting a Specific Show for Your PR Campaign
- Preparing Your TV Media Kit
- Pitching Your Story to Producers
- Doing TV PR on a Shoestring
- Getting a Tape of Your Guest Appearance
- Chapter 15. Getting More Ink (Print Isn't Dead Yet)
- Cracking the Journalists' Secret
- Knowing What Not to Do
- Catching an Editor's Eye with a "Creative" Press Release
- Using a "Hook" to Snare Attention
- Chapter 16. Going Public in Cyberspace: Your Web Site
- Designing a Media-Friendly Web Site
- Avoiding "Speed Traps" on Your Web Site
- Ensuring Your Site Is User-Friendly
- Understanding the Three Cs of E-Success
- Designing a Sticky Web Site
- Brainstorming More Ways to Make a Profit Online
- Driving Traffic to Your Web Site
- Chapter 17. Getting a Grip on New Technology-Blogs, Webcasting, and Podcasting
- Using Blogs for PR
- Podcasting
- Webcasting
- Part V. Creating Buzz
- Chapter 18. Getting Hits from Buzz Marketing and Viral Marketing
- Understanding the Difference between Buzz Marketing and Viral Marketing
- Examining the Effectiveness of Buzz Marketing
- Boning Up on Basic Buzz Techniques
- Determining the Right Moment for Buzz
- Generating More Exposure with Buzz Marketing
- Identifying Brand Evangelists and Terrorists
- Leveraging the Web and E-Mail for Maximum Buzz
- Measuring and Tracking Buzz
- Meeting the Legends of Buzz
- Chapter 19. Staging Publicity Events
- Drawing Crowds and Gaining Publicity
- Setting a Budget and Figuring the Cost
- Controlling Event Costs
- Determining Your Event's Theme and Concept
- Planning the Event and Logistics
- Publicizing Your Event
- Measuring Event Results
- Chapter 20. Spotting and Seizing Opportunities
- Remembering the Importance of Timing
- Reacting to Current News and Events
- Looking for an Opening
- Getting Messages Noticed Quickly
- Chapter 21. Knowing What to Do in a PR Crisis
- Defining a PR Crisis
- Developing a Crisis Management Plan
- Remembering the Rules in a Crisis
- Demonstrating Care and Compassion
- Thinking of Every Crisis as a Red Alert
- Managing a Crisis with Success
- Chapter 22. Evaluating PR Results
- Measuring by Advertising Equivalency
- Making Media Impressions
- Using Key Message Points
- Market Research Isn't Always the Answer
- Watching the Word Spread: Hiring Clipping Services
- Measuring Inquiries and Sales
- Taking the Long View of PR Success
- Demonstrating Viability of the PR Department (Even in a Crunch)
- Part VI. The Part of Tens
- Chapter 23. The Ten Greatest PR Coups of All Time
- Lucky Strike
- John D. Rockefeller
- Tylenol
- Bill Clinton's 1992 Presidential Campaign
- The New VW Beetle
- Cabbage Patch Kids
- Domino's Pizza Meter
- IBM Big Blue versus Gary Kasparov
- Gillette Sensor Razor
- Howard Stern and Sirius Satellite Radio
- Chapter 24. Ten Myths about PR-Debunked
- Press Releases Don't Work Anymore
- "Legitimate" Media Snub PR
- Printed PR Doesn't Work without Follow-Up
- You Need "Contacts" to Get Publicity
- Editors Want to Be Wined and Dined
- Snail Mail Is Awful; Overnight Delivery Services and Fax Work Great
- You Can't Buy PR with Advertising
- Every Fact Reported in the Media Is Checked and Verified
- Getting Publicity Is a Matter of Luck and Timing
- It Doesn't Take A Lot of Time
- Chapter 25. Ten Reasons to Do PR
- You're a Little Fish in a Big Pond
- Your Product or Service Is the Best-and Nobody Knows about It
- Your Product or Service Isn't Better than Anyone Else's
- Management Cuts Your Marketing Communications Budget
- Management Demands Tangible Results from Marketing Expenditures
- Traditional Marketing Isn't Working as Well as It Used To
- Your Competitors Get All the Good Press
- You Need Venture Capital
- You Are Media-Genic
- You Really Enjoy Working with the Media
- Chapter 26. Ten Things You Should Never Do in the Name of PR
- Lie or Mislead
- Stonewall
- Procrastinate
- Be Inaccessible
- Offer a Bribe
- Turn Up Your Nose
- Bore People
- Be a "No Man"
- Sacrifice Long-Term Relationships for Short-Term Results
- Behave Unethically
- Chapter 27. Ten Steps to Better PR Writing
- Organizing!
- Knowing Your Reader
- Shunning "Corporatese"
- Avoiding Long Sentences
- Using Short, Simple Words
- Sidestepping "Writer's Block"
- Defining the Topic
- Gathering Lots of Information
- Writing, and Then Rewriting, Rewriting
- Being Consistent
- Appendix. Recommended Resources
- Index