Publisher: For Dummies
Number Of Pages: 358
Publication Date: 2006-05-30
Sales Rank: 165255
ISBN / ASIN: 0471772720
EAN: 9780471772729
Contents at a Glance
Introduction .................................................................1
Part I: PR: What It Is, How It Works..............................7
Chapter 1: The Power of PR ..............................................................................................9
Chapter 2: X-Raying the PR Process...............................................................................23
Chapter 3: Hiring Professional PR Help .........................................................................37
Part II: Brainstorming and Thinking Creatively .............47
Chapter 4: Setting Up Your PR Department and Program...........................................49
Chapter 5: Formulating Ideas..........................................................................................65
Chapter 6: Using PR Tactics ............................................................................................73
Part III: Putting the Wheels in Motion..........................83
Chapter 7: Creating a Company Newsletter..................................................................85
Chapter 8: Putting Your Message in Writing: The Pres Release .................................97
Chapter 9: Writing and Placing Feature Articles ........................................................107
Chapter 10: Promoting Yourself through Public Speaking........................................129
Part IV: Choosing the Right Medium for Your
Message...................................................................145
Chapter 11: Getting Your Message Out........................................................................147
Chapter 12: Handling the Media ...................................................................................159
Chapter 13: Tuning In to Radio .....................................................................................171
Chapter 14:Getting PR on the Tube..............................................................................183
Chapter 15: Getting More Ink (Print Isn’t Dead Yet) ..................................................197
Chapter 16: Going Public in Cyberspace: Your Web Site...........................................213
Chapter 17: Getting a Grip on New Technology — Blogs, Webcasting,
and Podcasting.............................................................................................................231
Part V: Creating Buzz................................................245
Chapter 18: Getting Hits from Buzz Marketing and Viral Marketing........................247
Chapter 19: Staging Publicity Events ...........................................................................263
Chapter 20: Spotting and Seizing Opportunities ........................................................273
Chapter 21: Knowing What to Do in a PR Crisis .........................................................279
Chapter 22: Evaluating PR Results ...............................................................................287
Part VI: The Part of Tens ...........................................297
Chapter 23: The Ten Greatest PR Coups of All Time .................................................299
Chapter 24: Ten Myths about PR — Debunked ..........................................................307
Chapter 25: Ten Reasons to Do PR...............................................................................313
Chapter 26: Ten Things You Should Never Do in the Name of PR............................319
Chapter 27: Ten Steps to Better PR Writing ................................................................327
Appendix: Recommended Resources ...........................337
Index .......................................................................343
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