Synopses & Reviews
Synopsis
Henry tells the reader how to conduct all aspects of marketing public relations with knowledge of the rationale for each aspect -- from assembling a mailing list, to engineering a publicity event, to designing an entire public relations budget and program. Users gain an understanding of the complete process and the ability to creatively meet the needs of their respective organizations.
Case histories are included along with how-to chapters on virtually every aspect of marketing public relations -- research, publicity, sports marketing, special events, print media, radio and TV, film and video, targeting special markets, special publications, and measuring results.
Table of Contents
How to make marketing public relations work for you --How to make use of research --How to use resources to target publics --How to use special distribution services --Publicity and how it works --How to make a press kit work for you --How to use print media --How to get the most exposure on radio and television --The whens, hows and why of film and video --How to use special publications --How to create special events --How and when to sponsor existing events --Sports marketing --How to target speical markets --How to reach international audiences --How to create a speakers'bureau and use spokespersons --How to build coalition support --How to measure results --How to plan and budget.