Power Public Relations : How to Master the New PR

by Saffir, Leonard

• ISBN13: 9780658000607
• ISBN10: 0658000608
• Edition: 2nd
• Format: Hardcover
• Copyright: 1999-12-01
• Publisher: MCG

Summary

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

Author Biography

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.

Table of Contents

Acknowledgments	vii
Foreword	ix
Preface	xi
The Art of Making Up Minds	1	(8)
Integrated Marketing	9	(26)
Using Surveys as a Publicity Tool	35	(8)
PR as a Strategic Weapon	43	(10)
Power Public Relations in the Making of a President	53	(8)
The Power of Internet Public Relations	61	(6)
Promotional Philanthropy	67	(10)
How PR Can Replace Advertising	77	(22)
Think Big (Sometimes)	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)
Building Strategies	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