Public Relations Kit For Dummies^®

by Eric Yaverbaum; Bob Bly

• ISBN13: 9780764552779
• ISBN10: 0764552775
• Edition: CD
• Format: Paperback
• Copyright: 2001-01-01
• Publisher: For Dummies

Summary

When it comes to marketing, nothing beats good word of mouth. But how do you get your customers talking? This friendly guide shows you step-by-step how to create and implement an effective public relations strategy for pennies on the dollar compared to the cost of advertising. Public Relations Kit For Dummies gives you all the tools you need to spread the word about your product or service, without a PR agency. All it takes is effort and the straightforward guidelines you'll find in this helpful guide.If you're a small business owner or manager or an entrepreneur, good PR will give you an advantage over your competition. If you're a corporate manager or executive, you need an effective public relations program to communicate with your target market without increasing ad spending. In Public Relations Kit For Dummies, you'll 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 crises This book is packed with successful ideas, techniques, and campaigns that really worked - and you can customize them to fit your clientele, product, or service. This friendly guide shows you how PR works, how to brainstorm for creative ideas, how to deliver your message to the media, and how to create buzz. And there's more: Developing and stick to a budget Building an in-house PR department Specific PR tactics like contests, surveys, and tie-ins Company newsletters Writing query letters and pitch letters Handling yourself in interviews Turning bad press into good publicity Developing a contact list Specific strategies for radio, TV, newspapers, and new media Handling crises Measuring PR results The book also includes a CD-ROM full of helpful PR forms, checklists, and templates; lists of resources like PR firms and media outlets; and software programs that makes PR simple. If you want people to notice your product or service, Public Relations Kit For Dummies is the only resource you need.

Author Biography

Eric Yaverbaum's PR firm, Jericho Communications, has represented IKEA Home Furnishings, Domino's Pizza, Progressive Auto Insurance, The Hain Cellestial Group, United Distillers & Vintners North America, and many others. He is coauthor of I'll Get Back to You. Bob Bly is a seasoned business writer.

Table of Contents

Foreword	xxvii
Introduction	1	(6)
Part I: PR: What It Is, How It Works	7	(50)
The Power of PR	9	(10)
Who Needs PR Anyway?	19	(18)
X-Raying the PR Process	37	(10)
Hiring Professional PR Help	47	(10)
Part II: Brainstorming and Thinking Creatively	57	(34)
Setting Up Your PR Department and Program	59	(16)
Formulating Ideas	75	(8)
Using PR Tactics	83	(8)
Part III: Laying the Groundwork	91	(70)
Creating a Company Newsletter	93	(10)
Putting Your Message on Paper: The Press Release	103	(10)
Writing and Placing Feature Articles	113	(20)
Delivering Your Message in Person	133	(28)
Part IV: Implementing Your PR Strategy	161	(84)
Media Relations: Getting Your Message Out	163	(10)
Tuning In to Radio	173	(14)
Getting PR on the Tube	187	(16)
Getting More Ink (Print Isn't Dead Yet)	203	(28)
Employing New Media: Web Sites and E-Mail	231	(14)
Part V: Creating Buzz	245	(34)
Staging Publicity Events	247	(10)
Spotting and Seizing Opportunities	257	(6)
Knowing What to Do in a Crisis	263	(6)
Evaluating PR Results	269	(10)
Part VI: The Part of Tens	279	(42)
The Ten Greatest PR Coups of All Time	281	(8)
Ten Reasons to Do PR	289	(8)
Ten Tips for Coming Off as a PR Pro	297	(6)
Ten Things You Should Never Do in the Name of PR	303	(8)
Ten Steps to Better PR Writing	311	(10)
Appendix: About the CD	321	(6)
Index	327	(26)
IDG Books Worldwide End-User License Agreement	353	(2)
Installation Instructions	355