Complete Publicity Plans

by Beckwith, Sandra L.

• ISBN13: 9781580627719
• ISBN10: 1580627714
• Format: Paperback
• Copyright: 2003-04-01
• Publisher: Adams Media Corp

Author Biography

Sandra Beckwith is the owner of Beckwith Communications and has been an award-winning publicist for more than twenty years. Ms. Beckwith has managed public relations from both the corporate and agency side, including positions with Burson-Marsteller, one of the world's largest public relations firms. She is the creator of The Do(o)little Report and the author of Why Can't a Man Be More Like a Woman? Ms. Beckwith has appeared on national television programs, such as CBS This Morning and The Montel Williams Show; National Public Radio; as well as publications such as the New York Times and the Wall Street Journal. Ms. Beckwith lives in Fairport, NY

Table of Contents

Acknowledgments	v
Introduction	vii
Part One What Publicity Can Do for You	1	(34)
Understanding What Publicity Is	1	(10)
Trade, Consumer, and Internet Media---Which Is Right for You?	11	(14)
Defining Your Audience, Setting Goals, and Establishing Objectives	25	(10)
Part Two Publicity Plan Tactics	35	(38)
Finding Something Newsworthy to Say	35	(14)
Getting Your Information to the Right People	49	(14)
Using the Proper Format	63	(10)
Part Three Elements of a Publicity Plan	73	(104)
Writing a Killer Press Release	73	(12)
Sample Press Releases	85	(14)
Writing Pitch Letters That Get Results	99	(12)
Writing Articles and Case Histories	111	(12)
Writing a Column, Op-Ed Piece, or Public Service Announcement (PSA)	123	(12)
Preparing a Press Kit	135	(12)
Calling a Press Conference	147	(10)
Planning a Special Event	157	(10)
Sponsoring an Event, Group, or Person	167	(10)
Part Four Seeking Out Ways to Further Your Publicity Opportunities	177	(52)
Becoming Opportunistic	177	(10)
Using Tools for Opportunistic Publicity	187	(8)
Getting Interviewed	195	(10)
Preparing for an Interview	205	(12)
Becoming a Public Speaker	217	(12)
Part Five Creating and Executing Your Publicity Plan	229	(68)
Creating Your Publicity Plan	229	(16)
Sample Publicity Plans	245	(16)
Using an Agency or Putting Your Plan to Work on Your Own	261	(12)
Tracking Results and Measuring the Impact of Your Plan	273	(14)
Putting What You've Read into Practice	287	(10)
Appendix A Worksheets	297	(12)
Appendix B Sample Publicity Documents	309	(25)
Index	334