Public relations is in the White House and the boardroom. It's creating tomorrow's stars on Hollywood sets and it's shaping the careers of tomorrow's leaders. It's moving new ideas out of the workshops of entrepreneurs and onto the Internet. Public relations is everywhere. Leonard Saffir has spent a lifetime affecting the ways we view our corporations, our politicians, our heroes, and the host of products and services we buy and use every day. In Power Public Relations, he reveals the dynamic, powerful discipline that's successfully being used to influence thinking and shape public reaction. Complete with hands-on advice on working with the media, capturing public interest, and building and evaluating a successful public relations program, Power Public Relations promises to reveal new opportunities for anyone who understands the new PR and puts it to work. Praise for the Previous Edition of Power Public Relations "No professional should be without this book. It carries how-to advice and a view of the future that must be read by all." -- Robert L. Dilenschneider Principal, The Dilenschneider Group "In candidly sharing his experiences, Len Saffir easily rates an E for excellence. This book is enlightening, educational, and enjoyable!" -- Richard Weiner Public Relations Consultant
| Acknowledgments |
|
vii | |
| Foreword |
|
ix | |
| Preface |
|
xi | |
|
The Art of Making Up Minds |
|
|
1 | (8) |
|
|
|
9 | (26) |
|
Using Surveys as a Publicity Tool |
|
|
35 | (8) |
|
|
|
43 | (10) |
|
Power Public Relations in the Making of a President |
|
|
53 | (8) |
|
The Power of Internet Public Relations |
|
|
61 | (6) |
|
|
|
67 | (10) |
|
How PR Can Replace Advertising |
|
|
77 | (22) |
|
|
|
99 | (6) |
|
The Secrets of Crisis Management |
|
|
105 | (20) |
|
Gentrifying the National Enquirer |
|
|
125 | (8) |
|
From Lawsuits to Murder Trials |
|
|
133 | (16) |
|
New Ways That PR Serves Clients |
|
|
149 | (26) |
|
How to Stage-Manage the Interview |
|
|
175 | (18) |
|
Getting on Radio and Television |
|
|
193 | (12) |
|
Running Effective News Conferences |
|
|
205 | (14) |
|
Building and Running a PR Firm |
|
|
219 | (22) |
|
|
|
241 | (12) |
|
Evaluating the PR Program |
|
|
253 | (12) |
|
How PR Is Sold---and How It Should Be Bought |
|
|
265 | (18) |
|
A Look Ahead at Power Public Relations |
|
|
283 | (30) |
| Index |
|
313 | |
Leonard Saffir is a seasoned PR professoinal who has served as top executive of a leading global firm, as a foreign correspondent for a wire service, and as chief of staff to a United States senator.