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

by Saffir, Leonard

• ISBN13: 9781419523670
• ISBN10: 1419523678
• Format: Paperback
• Copyright: 2006-11-01
• Publisher: Kaplan

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