Public Relations For Dummies

by Yaverbaum, Eric; Bly, Robert W.; Benun, Ilise; Kirshenbaum, Richard

• ISBN13: 9780471772729
• ISBN10: 0471772720
• Edition: 2nd
• Format: Paperback
• Copyright: 2006-05-30
• Publisher: For Dummies

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