9780471772729

Public Relations For Dummies

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  • ISBN13:

    9780471772729

  • ISBN10:

    0471772720

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2006-05-30
  • Publisher: For Dummies
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Summary

Proven techniques that maximize media exposure for your business A 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

Author Biography

Eric Yaverbaum: Eric Yaverbaum co-founded Jericho Communications, a New York City–based PR firm, and served as its president for 21 years before moving to Lime Public Relations and Promotions, where he currently serves as a Managing Partner and Director of Client Services. He has more than 25 years of experience in the practice of public relations and has earned a reputation for his unique expertise in strategic media relations, crisis communications, and media training. Eric has amassed extensive experience in counseling a wide range of clients in corporate, consumer, retail, technology, and professional-services markets and in building brands such as Sony, IKEA, Domino’s Pizza, TCBY, Progressive Insurance, and American Express, among many others.
Eric has acted as corporate spokesperson on behalf of dozens of clients, including Domino’s Pizza, Hain-Celestial Food Group, Prince Tennis Rackets, and Camp Beverly Hills Clothing. He is a regular on the lecture circuit, speaking to professional organizations across the country on the art of public relations. He has been a guest on many national and regional television and radio programs and networks, including all of the network morning shows, FOX & Friends, and Larry King Live, to name a few.
Eric has written many articles for trade journals and daily newspapers on various topics in public relations and co-authored the best-selling book I’ll Get Back to You (McGraw-Hill) and Leadership Secrets of the World’s Most Successful CEOs (Dearborn). A graduate of The American University, Eric is an active member of the highly selective Young President’s Organization, where he served as Chapter Chairman from 2000 to 2003 and founded the “Walk a Mile in My Shoes” initiative that lobbied the U.S. House of Representatives and U.S. Senate to pass the bill calling for increased funding for stem cell research.

Robert Bly: Bob Bly is an independent copywriter specializing in traditional and Internet direct marketing. He has written lead generating sales letters, direct-mail packages, ads, scripts, Web sites, Internet direct mail, and PR materials for more than 100 clients, including IBM, AT&T, The BOC Group, EBI Medical Systems, Associated Air Freight, CoreStates Financial Corp., PSE&G, Alloy Technology, M&T Chemicals, ITT, Phillips Publishing, Nortel Networks, Fala Direct Marketing, Citrix Systems, and Grumman Corp.
Bob is the author of more than 45 books, including The Copywriter’s Handbook (Henry Holt), Selling Your Services (Henry Holt), Business-to-Business Direct Marketing (NTC), The Advertising Manager’s Handbook (Prentice Hall), and Internet Direct Mail: The Complete Guide to Successful E-mail Marketing Campaigns (NTC). His articles have appeared in Direct, Business Marketing, Computer Decisions, Chemical Engineering, Direct Marketing, Writer’s Digest, Amtrak Express, DM News, Cosmopolitan, New Jersey Monthly, City Paper, and many other publications. A winner of the Direct Marketing Association’s Gold Echo Award, Bob has presented seminars on direct marketing and related business topics to numerous organizations, including IBM, Foxboro Company, Arco Chemical, Thoroughbred Software Leaders Conference, Cambridge Technology Partners, Haht Software, and Dow Chemical.

Ilise Benun: Ilise Benun is the founder of Marketing Mentor (www.marketing-mentor.com), as well as an author and national speaker. Her books include Stop Pushing Me Around: A Workplace Guide for the Timid, Shy and Less Assertive (Career Press), Self-Promotion Online and Designing Websites:// for Every Audience (HOW Design Books). Her work has also been featured in national magazines such as Inc., Nation’s Business, Self, Essence, Crains New York Business, Dynamic Graphics, iQ (a Cisco Systems magazine), HOW Magazine, and Working Woman.
Benun publishes a free e-mail newsletter called Quick Tips from Marketing Mentor, which is read by 7,000+ small-business owners and has been excerpted in many other e-mail newsletters, including Bob Bly’s Direct Response Letter and Early to Rise.

Table of Contents

Foreword xxiii
Introduction 1(1)
About This Book
2(1)
Conventions Used in This Book
2(1)
Foolish Assumptions
3(1)
How This Book Is Organized
3(2)
Part I: PR: What It Is, How It Works
4(1)
Part II: Brainstorming and Thinking Creatively
4(1)
Part III: Putting the Wheels in Motion
4(1)
Part IV: Choosing the Right Medium for Your Message
4(1)
Part V: Creating Buzz
5(1)
Part VI: The Part of Tens
5(1)
Appendix
5(1)
Icons Used in This Book
6(1)
Where to Go from Here
6(1)
Part I: PR: What It Is, How It Works
7(40)
The Power of PR
9(14)
Who Needs PR, Anyway?
10(1)
Beyond Stunts: The Real Value of PR
11(1)
The Relationship between PR and the Media
12(2)
Publicity Plus: The Many Components of PR
14(1)
What PR Is Not
15(3)
Marketing: The four Ps
15(1)
Paying for advertising while PR is (practically) free
16(2)
Key Audiences PR Can Reach
18(1)
The Changing Role of PR in the Marketing Mix Today
19(1)
Assessing Your Situation: How to Tell When PR Is the Missing (Or Weak) Ingredient
20(3)
X-Raying the PR Process
23(14)
Pre-Planning Steps
23(2)
Using Research to Shape the Process
23(2)
Defining Your Goals and Objectives
25(1)
Working Out the Plan Details
25(3)
Putting together the PR plan
26(1)
Budgeting to get the job done
27(1)
Devising Winning PR Concepts: The Four Essential Elements
28(4)
Newsmaking
28(1)
Commercial message
29(1)
Media target
30(1)
Audience target
31(1)
Sharpening Ideas to Form Creative Promotions
32(2)
Assessing PR Ideas: Will It Work?
34(1)
Controlling Time and Chance
35(2)
Hiring Professional PR Help
37(10)
Getting Help
37(7)
Advertising agencies
38(1)
Public relations agencies
38(4)
Freelancers
42(1)
Graphic design studios
43(1)
Web designers
43(1)
Search engine specialists
44(1)
Getting the Most out of Hired Help
44(3)
Part II: Brainstorming and Thinking Creatively
47(36)
Setting Up Your PR Department and Program
49(16)
Picking the PR Team
49(1)
Defining the Scope of Your Authority
50(1)
Integrating PR with the Rest of Your Business
51(1)
Setting Up the PR Command and Control Center
52(4)
Getting in gear
52(3)
Creating and maintaining a media contact list
55(1)
Targeting Your PR Efforts
56(9)
Industry
57(1)
Size of company
57(2)
Location
59(1)
Job function or title of prospect within the company
60(1)
Application or use of your product
60(1)
Channels of distribution
61(1)
Affinity groups
62(1)
Users of specific devices, products, machines, systems, or technologies
63(1)
Buying habits
63(2)
Formulating Ideas
65(8)
Giving New Ideas a Chance
65(1)
Creating Profitable PR Programs
66(4)
Step 1: Clearly establish the goals of a PR program
66(1)
Step 2: Assemble pertinent facts
67(1)
Step 3: Gather general knowledge
67(1)
Step 4: Look for combinations
67(1)
Step 5: Sleep on it
67(2)
Step 6: Use a checklist
69(1)
Step 7: Get feedback
69(1)
Step 8: Team up
70(1)
Finding Other Ways to Turn on the Light Bulb
70(3)
Using PR Tactics
73(10)
Going Where the Cameras Are
73(1)
Creating a Tie-in to a TV Show or Movie
74(1)
Spotlighting the Product
74(1)
Staging a Contest
75(2)
Working for a Worthy Cause
77(1)
Tying In to a Holiday
77(1)
Conducting a Survey
78(2)
Staging an Event
80(1)
Making Them Laugh
80(1)
Waging a Trade-in Campaign
81(1)
Creating a Character
81(1)
Using Viral Marketing
82(1)
Part III: Putting the Wheels in Motion
83(62)
Creating a Company Newsletter
85(12)
Meeting Internal Needs: The Employee Newsletter
86(1)
Staying in Touch with Your External Audience
87(1)
Reaching a busy audience
87(1)
Knowing what's newsworthy
87(1)
Deciding on Size and Frequency
88(1)
Creating a Mailing List
89(1)
Designing Your Company Newsletter
90(3)
Making some design decisions
90(1)
Putting together your newsletter
91(2)
Using the Company Newsletter as a Marketing Tool
93(4)
Creating an e-mail newsletter
93(1)
Integrating print and e-mail newsletters
94(1)
Making your e-mail newsletter a must-read
94(3)
Putting Your Message in Writing: The Press Release
97(10)
Writing a Press Release That Gets Picked Up by Media
98(4)
At the top
99(1)
The headline act and the lead role
99(1)
Body building
100(2)
Putting News in Your News Releases
102(2)
Using a Press Release Checklist
104(1)
Deciding How to Send Press Releases
105(2)
Writing and Placing Feature Articles
107(22)
Getting Exposure in Feature Articles
108(3)
Avoiding beginners' mistakes
108(1)
Coming up with ideas for articles
109(2)
Selecting the Right Magazine
111(3)
Finding the best target for articles
112(2)
Avoiding puffery
114(1)
Approaching editors one at a time
114(1)
Making the Initial Contact
114(1)
Writing a Query Letter
115(7)
Querying the editor
115(1)
Getting the query letter written
116(4)
Using illustrations or photos
120(1)
Following up on your query
120(2)
Writing a Pitch Letter
122(3)
Getting the Editor's Go-Ahead
125(1)
Placing Articles Online
126(3)
Promoting Yourself through Public Speaking
129(16)
Reaching Key Audiences through Public Speaking
129(6)
Finding speaking opportunities
130(1)
Choosing the right talk
131(1)
Screening speaking invitations
132(1)
Negotiating your promotional deal
133(2)
Preparing and Delivering Your Presentation
135(5)
Organizing your presentation
136(1)
Mastering the three parts of a talk
136(2)
Timing it right
138(2)
Using Visual Aids
140(4)
Thinking twice about audiovisual aids
141(1)
Giving your audience a handout
141(1)
Using the ``green sheet'' method
142(2)
Capturing Attendee Names for Your Prospect Database
144(1)
Part IV: Choosing the Right Medium for Your Message
145(100)
Getting Your Message Out
147(12)
Compiling a Personal Contact List
147(1)
Developing a Mass Media List
148(1)
Distributing Materials to the Media
149(1)
Getting to Know Global PR
149(2)
Taking cultural differences into account
150(1)
Keeping up with different media
150(1)
Selecting PR Media
151(1)
Reaching Reporters the Right Way
152(1)
Turning the Press into a Client
152(1)
Breaking through the PR Clutter
153(3)
Using the surround strategy
153(1)
Having a go-to guy
154(1)
Offering an exclusive
155(1)
Tying in to an existing story
155(1)
Using timing in your favor
156(1)
Following Up: The Media Blitz
156(1)
Working Your ABC Lists
157(1)
Separating Advertising and Editorial
157(2)
Handling the Media
159(12)
Meeting the Press
159(3)
Analyst meetings
160(1)
Media tours
161(1)
Press conferences
161(1)
Deskside briefings
162(1)
Becoming Savvy with Media Interviews
162(9)
Handling media interviews like a pro
162(2)
Framing your story
164(1)
Turning bad press into favorable coverage: The 15-10-15 formula
165(1)
Handling hostile interviewers
166(2)
Bettering your broadcast interviews
168(3)
Tuning In to Radio
171(12)
Getting the Facts about Radio
172(1)
Looking at the Advantages of Radio over Other Media
172(2)
Taking Advantage of Satellite Radio
174(1)
Getting on the Radio
175(2)
Making a pitch for yourself
175(1)
Being an accessible expert
176(1)
Preparing for Airtime
177(2)
Boning up on your topic
178(1)
Putting together a tip sheet
178(1)
Being interviewed at home
179(1)
Making a Good Impression during the Interview
179(4)
Handling surprise gracefully
180(1)
Don't make product pitches on the air
181(2)
Getting PR on the Tube
183(14)
Understanding How TV PR Differs from Print
183(2)
Sorting Out the TV Shows
185(1)
Targeting a Specific Show for Your PR Campaign
186(1)
Preparing Your TV Media Kit
187(5)
Article reprints
188(1)
Media alerts
188(2)
Prepared footage
190(1)
Satellite feed services
191(1)
Video news releases
192(1)
Pitching Your Story to Producers
192(1)
Doing TV PR on a Shoestring
193(1)
Getting a Tape of Your Guest Appearance
194(3)
Getting More Ink (Print Isn't Dead Yet)
197(16)
Cracking the Journalists' Secret
197(1)
Knowing What Not to Do
198(2)
Catching an Editor's Eye with a ``Creative'' Press Release
200(1)
Using a ``Hook'' to Snare Attention
201(12)
Free-booklet press release
202(2)
Special event, gimmick, or timely issue
204(2)
New-product press release
206(2)
Tie-in with current fad, event, or news
208(1)
Survey-results press release
208(1)
Trade-in press release
208(3)
Call-to-action press release
211(2)
Going Public in Cyberspace: Your Web Site
213(18)
Designing a Media-Friendly Web Site
213(4)
Company background/history
214(1)
Key management
215(1)
Press release archive
215(1)
Financial information
216(1)
Product/service catalog
216(1)
Article/white paper library
216(1)
Trade show list
217(1)
Locations/facility information
217(1)
Avoiding ``Speed Traps'' on Your Web Site
217(1)
Ensuring Your Site Is User-Friendly
218(2)
Understanding the Three Cs of E-Success
220(1)
Designing a Sticky Web Site
221(1)
Brainstorming More Ways to Make a Profit Online
222(2)
Driving Traffic to Your Web Site
224(7)
Making sure search engines can find your Web site
225(2)
Keying in to keywords
227(1)
Using paid search (or pay per click)
228(3)
Getting a Grip on New Technology---Blogs, Webcasting, and Podcasting
231(14)
Using Blogs for PR
231(11)
Monitoring the blogs in your industry
232(3)
Pitching to blogs
235(2)
Creating your own blog
237(1)
Using a blog for business
238(4)
Podcasting
242(2)
Keeping in touch with the media via podcasts
242(1)
Getting started with podcasting
243(1)
Webcasting
244(1)
Part V: Creating Buzz
245(52)
Getting Hits from Buzz Marketing and Viral Marketing
247(16)
Understanding the Difference between Buzz Marketing and Viral Marketing
247(1)
Examining the Effectiveness of Buzz Marketing
248(1)
Boning Up on Basic Buzz Techniques
249(3)
Educating people about your products and services
249(1)
Identifying people most likely to share their opinions
249(2)
Providing tools that make it easier to share information
251(1)
Studying how, where, and when opinions are being shared
251(1)
Listening and responding to supporters and detractors
252(1)
Determining the Right Moment for Buzz
252(1)
Generating More Exposure with Buzz Marketing
253(2)
Identifying Brand Evangelists and Terrorists
255(4)
Taking advantage of evangelists
255(3)
Dealing with brand terrorists
258(1)
Leveraging the Web and E-Mail for Maximum Buzz
259(1)
Measuring and Tracking Buzz
260(1)
Meeting the Legends of Buzz
261(2)
Staging Publicity Events
263(10)
Drawing Crowds and Gaining Publicity
264(1)
Setting a Budget and Figuring the Cost
265(1)
Controlling Event Costs
266(1)
Determining Your Event's Theme and Concept
267(2)
Planning the Event and Logistics
269(1)
Publicizing Your Event
270(1)
Measuring Event Results
271(2)
Spotting and Seizing Opportunities
273(6)
Remembering the Importance of Timing
273(1)
Reacting to Current News and Events
274(1)
Looking for an Opening
275(2)
Getting Messages Noticed Quickly
277(2)
Knowing What to Do in a PR Crisis
279(8)
Defining a PR Crisis
279(1)
Developing a Crisis Management Plan
280(3)
Identifying a crisis
281(1)
Assessing and reviewing the crisis
281(1)
The crisis communications team meeting
282(1)
Planning a crisis response
282(1)
Communicating with key publics
282(1)
Remembering the Rules in a Crisis
283(1)
Demonstrating Care and Compassion
284(1)
Thinking of Every Crisis as a Red Alert
285(1)
Managing a Crisis with Success
285(2)
Evaluating PR Results
287(10)
Measuring by Advertising Equivalency
288(1)
Making Media Impressions
289(1)
Using Key Message Points
290(1)
Market Research Isn't Always the Answer
291(1)
Watching the Word Spread: Hiring Clipping Services
292(1)
Measuring Inquiries and Sales
293(2)
Taking the Long View of PR Success
295(1)
Demonstrating Viability of the PR Department (Even in a Crunch)
296(1)
Part VI: The Part of Tens
297(40)
The Ten Greatest PR Coups of All Time
299(8)
Lucky Strike
299(1)
John D. Rockefeller
300(1)
Tylenol
301(1)
Bill Clinton's 1992 Presidential Campaign
301(1)
The New VW Beetle
302(1)
Cabbage Patch Kids
303(1)
Domino's Pizza Meter
303(1)
IBM Big Blue versus Gary Kasparov
304(1)
Gillette Sensor Razor
305(1)
Howard Stern and Sirius Satellite Radio
305(2)
Ten Myths about PR --- Debunked
307(6)
Press Releases Don't Work Anymore
307(1)
``Legitimate'' Media Snub PR
308(1)
Printed PR Doesn't Work without Follow-Up
308(1)
You Need ``Contacts'' to Get Publicity
309(1)
Editors Want to Be Wined and Dined
309(1)
Snail Mail Is Awful; Overnight Delivery Services and Fax Work Great
310(1)
You Can't Buy PR with Advertising
311(1)
Every Fact Reported in the Media Is Checked and Verified
311(1)
Getting Publicity Is a Matter of Luck and Timing
312(1)
It Doesn't Take A Lot of Time
312(1)
Ten Reasons to Do PR
313(6)
You're a Little Fish in a Big Pond
313(1)
Your Product or Service Is the Best --- and Nobody Knows about It
314(1)
Your Product or Service Isn't Better than Anyone Else's
314(1)
Management Cuts Your Marketing Communications Budget
315(1)
Management Demands Tangible Results from Marketing Expenditures
316(1)
Traditional Marketing Isn't Working as Well as It Used To
316(1)
Your Competitors Get All the Good Press
317(1)
You Need Venture Capital
317(1)
You Are Media-Genic
317(1)
You Really Enjoy Working with the Media
318(1)
Ten Things You Should Never Do in the Name of PR
319(8)
Lie or Mislead
319(1)
Stonewall
319(1)
Procrastinate
320(1)
Be Inaccessible
320(1)
Offer a Bribe
321(1)
Turn Up Your Nose
321(1)
Bore People
322(1)
Be a ``No Man''
322(2)
Sacrifice Long-Term Relationships for Short-Term Results
324(1)
Behave Unethically
324(3)
Ten Steps to Better PR Writing
327(10)
Organizing!
327(2)
Knowing Your Reader
329(1)
Shunning ``Corporatese''
329(2)
Avoiding Long Sentences
331(1)
Using Short, Simple Words
332(1)
Sidestepping ``Writer's Block''
333(1)
Defining the Topic
334(1)
Gathering Lots of Information
335(1)
Writing, and Then Rewriting, Rewriting
335(1)
Being Consistent
336(1)
Appendix: Recommended Resources 337(6)
Index 343

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