Synopses & Reviews
When it comes to marketing, nothing beats good word of mouth. But how do you get your customers talking? This friendly guide shows you step-by-step how to create and implement an effective public relations strategy for pennies on the dollar compared to the cost of advertising.
Public Relations Kit For Dummies gives you all the tools you need to spread the word about your product or service, without a PR agency. All it takes is effort and the straightforward guidelines you’ll find in this helpful guide.
If you’re a small business owner or manager or an entrepreneur, good PR will give you an advantage over your competition. If you’re a corporate manager or executive, you need an effective public relations program to communicate with your target market without increasing ad spending. In Public Relations Kit For Dummies, you’ll discover how to:
- Map a winning PR strategy
- Grab attention with press releases, interviews, and events
- Cultivate good media relations
- Get print, TV, radio, and Internet coverage
- Manage crises
This book is packed with successful ideas, techniques, and campaigns that really worked – and you can customize them to fit your clientele, product, or service. This friendly guide shows you how PR works, how to brainstorm for creative ideas, how to deliver your message to the media, and how to create buzz. And there’s more:
- Developing and stick to a budget
- Building an in-house PR department
- Specific PR tactics like contests, surveys, and tie-ins
- Company newsletters
- Writing query letters and pitch letters
- Handling yourself in interviews
- Turning bad press into good publicity
- Developing a contact list
- Specific strategies for radio, TV, newspapers, and new media
- Handling crises
- Measuring PR results
The book also includes a CD-ROM full of helpful PR forms, checklists, and templates; lists of resources like PR firms and media outlets; and software programs that makes PR simple. If you want people to notice your product or service, Public Relations Kit For Dummies is the only resource you need.
Review
"…the ideas herein will make your creative mind fly for sure!" (TamsPalm Blog, September 2006)
Synopsis
Proven techniques that maximize media exposure for your businessA seasoned PR pro shows you how to get people talking
When it comes to public relations, nothing beats good word of mouth. Want to get customers talking? This friendly guide combines the best practical tools with insight and flair to provide guidance on every aspect of PR, so you can launch a full-throttle campaign that'll generate buzz — and build your bottom line.
Discover how to
- Map a winning PR strategy
- Grab attention with press releases, interviews, and events
- Cultivate good media relations
- Get print, TV, radio, and Internet coverage
- Manage a PR crisis
Synopsis
Proven techniques that maximize media exposure and generate buzz
Let a PR pro show you how to get people talking When it comes to marketing, nothing beats good word of mouth. But how do you get your customers talking? This friendly guide shows you step-by-step how to come up with a compelling company story, sell it to the media, and follow through with a full-throttle campaign that'll generate buzz and build your bottom line. all this on the CD-ROM Videos, public relations forms, checklists, and templates, plus lists of PR firms, media outlets, and other useful contacts PR software tools, including a Start Right Marketing demo, ecBuilder, and Maximizer trial versions, and TeleMagic evaluation version Links to PR Web resources PC running Windows 95 or later, Windows NT 4 or later, or a 60840 Mac running Os 7.5.5 or later. See About the CD Appendix for further requirements and details. Plus leading Internet tools
Discover how to: Map a winning PR strategy Grab attention with press releases, interviews, and events Cultivate good media relations Get print, TV, radio, and Internet coverage Manage crises
Get smart! www.dummies.com
About the Author
Eric Yaverbaum's PR firm, Jericho Communications, has represented IKEA Home Furnishings, Domino's Pizza, Progressive Auto Insurance, The Hain Cellestial Group, United Distillers & Vintners North America, and many others. He is coauthor of I'll Get Back to You. Bob Bly is a seasoned business writer.
Table of Contents
Introduction.Part I: PR: What It Is, How It Works.
Chapter 1: The Power of PR.
Chapter 2: X-Raying the PR Process.
Chapter 3: Hiring Professional PR Help.
Part II: Brainstorming and Thinking Creatively.
Chapter 4: Setting Up Your PR Department and Program.
Chapter 5: Formulating Ideas.
Chapter 6: Using PR Tactics.
Part III: Putting the Wheels in Motion.
Chapter 7: Creating a Company Newsletter.
Chapter 8: Putting Your Message in Writing: The Pres Release.
Chapter 9: Writing and Placing Feature Articles.
Chapter 10: Promoting Yourself through Public Speaking.
Part IV: Choosing the Right Medium for Your Message.
Chapter 11: Getting Your Message Out.
Chapter 12: Handling the Media.
Chapter 13: Tuning In to Radio.
Chapter 14:Getting PR on the Tube.
Chapter 15: Getting More Ink (Print Isn’t Dead Yet).
Chapter 16: Going Public in Cyberspace: Your Web Site.
Chapter 17: Getting a Grip on New Technology — Blogs, Webcasting, and Podcasting.
Part V: Creating Buzz.
Chapter 18: Getting Hits from Buzz Marketing and Viral Marketing.
Chapter 19: Staging Publicity Events.
Chapter 20: Spotting and Seizing Opportunities.
Chapter 21: Knowing What to Do in a PR Crisis.
Chapter 22: Evaluating PR Results.
Part VI: The Part of Tens.
Chapter 23: The Ten Greatest PR Coups of All Time.
Chapter 24: Ten Myths about PR — Debunked.
Chapter 25: Ten Reasons to Do PR.
Chapter 26: Ten Things You Should Never Do in the Name of PR.
Chapter 27: Ten Steps to Better PR Writing.
Appendix: Recommended Resources.
Index.