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Foreword xi
By Naomi Levine
Preface xiii
The Author xxi
PART ONE: GETTING STARTED 1
1 Identifying Target Markets 3
2 Setting Goals, Clarifying the Message, and Creating the PR Plan 21
PART TWO: THE PR TOOLKIT 47
3 Choosing the Right Spokesperson 49
4 Writing and Placing the News Release 57
5 Maximizing Alternative Press Tools 88
6 Crafting Press Kits 107
7 Creating Brochures 116
8 Communicating Through Newsletters 131
9 Producing Annual Reports 145
10 Making Direct Mail Work 156
11 Understanding Advertising 171
12 Pitching and Placing: Radio 191
13 Pitching and Placing: Television 206
14 Producing Videos and DVDs 229
15 Using the Internet 244
16 Planning Dinners and Special Events 252
PART THREE: MONITORING THE PR CAMPAIGN 283
17 Reviewing and Revising the PR Plan 285
18 Reporting to Stakeholders 294
Conclusion: Bringing It All Together 299
Index 303
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.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.