9781419523670

PR on a Budget : Free, Cheap, and Worth the Money Strategies for Getting Noticed

by
  • ISBN13:

    9781419523670

  • ISBN10:

    1419523678

  • Format: Paperback
  • Copyright: 2006-11-01
  • Publisher: Kaplan
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Supplemental Materials

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  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

Summary

For those who think their "widget" is the coolest around and are going it alone with PR, getting publicity is often a confusing, hit-or-miss process. Incorporating public relations in business plans can be the difference between success and failure. But recognizing the power of PR is one thing; harnessing it is another. PR on a Budget proves that itispossible to handle a business or organization's public relations in a manageable, logical, and cost-effective fashion

Author Biography

Leonard Saffir served as executive vice president of Porter Novelli, one of the largest public relations firms in the world.  His impressive client list includes: Philip Morris USA, MasterCard, Pepsi Cola, Bristol-Myers, Mattel, Gilette, and many others.  He is the recipient of the Public Relations Society of America’s prestigious Silver Anvil and Big Apple awards, and several PRSA Certificates of Commendation.  He has also won numerous journalism awards and is a past president of the Overseas Press Club of America.

Table of Contents

Preface vii
Acknowledgments xi
Foreword xiii
What is Public Relations? The Engineering of Perception
1(10)
Everyone Needs PR ``But I Can't Afford It''
11(8)
Big Agency vs. Small Bigger Is Not Always Better
19(14)
Strategy and Tactics Who Are We Talking To?
33(10)
Brainstroming There Are No Bad Ideas
43(10)
Spin or Win? Assume Media Skepticism
53(6)
The Target Media and Media Lists
59(8)
Are You Ready? Getting the Word Out
67(18)
There's More Out There Than the New York Times Television, Radio, Community Newspapers, and Newsletters
85(14)
How to Stage Manage the Interview Don't Blow It Now
99(10)
News Conferences Build It and They Might Not Come
109(10)
Surveys, Surveys, Surveys Measuring Public Opinion
119(8)
Crisis Communications What to Do If Disaster Strikes
127(14)
Internet Public Relations The New PR
141(16)
Performance-Based and Low-Budget PR Changing the Playing Field
157(16)
The Worthy Cause PR to the Rescue
173(8)
Read, Read, Read And Other Ways to Stay Ahead
181(12)
PR, Advertising, and Journalism Synergies and Frictions
193(8)
Evaluating the PR Program The Nuts and Bolts of Measurement
201(10)
Learn From Experience Mistakes You Shouldn't Make
211(10)
The Future of Public Relations What Now?
221(11)
Epilogue 232(1)
About the Author 233(3)
Index 236

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