Details

Public Relations For Dummies


Public Relations For Dummies


2. Aufl.

von: Eric Yaverbaum, Robert W. Bly, Ilise Benun, Richard Kirshenbaum

16,99 €

Verlag: Wiley
Format: PDF
Veröffentl.: 12.09.2006
ISBN/EAN: 9780470056509
Sprache: englisch
Anzahl Seiten: 384

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

<b>Proven techniques that maximize media exposure for your business</b><br /> <br /> <br /> A seasoned PR pro shows you how to get people talking<br /> <br /> 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.<br /> <br /> Discover how to<br /> * Map a winning PR strategy<br /> * Grab attention with press releases, interviews, and events<br /> * Cultivate good media relations<br /> * Get print, TV, radio, and Internet coverage<br /> * Manage a PR crisis
<p>Foreword xxiii</p> <p><b>Introduction 1</b></p> <p>About This Book 2</p> <p>Conventions Used in This Book 2</p> <p>Foolish Assumptions 3</p> <p>How This Book is Organized 3</p> <p>Part I: PR: What It Is, How It Works 4</p> <p>Part II: Brainstorming and Thinking Creatively 4</p> <p>Part III: Putting the Wheels in Motion 4</p> <p>Part IV: Choosing the Right Medium for Your Message 4</p> <p>Part V: Creating Buzz 5</p> <p>Part VI: The Part of Tens 5</p> <p>Appendix 5</p> <p>Icons Used in This Book 6</p> <p>Where to Go from Here 6</p> <p><b>Part I: PR: What It Is, How It Works 7</b></p> <p><b>Chapter 1: The Power of PR 9</b></p> <p>Who Needs PR, Anyway? 10</p> <p>Beyond Stunts: The Real Value of PR 11</p> <p>The Relationship between PR and the Media 12</p> <p>Publicity Plus: The Many Components of PR 14</p> <p>What PR is Not 15</p> <p>Marketing: The four Ps 15</p> <p>Paying for advertising while PR is (practically) free 16</p> <p>Key Audiences PR Can Reach 18</p> <p>The Changing Role of PR in the Marketing Mix Today 19</p> <p>Assessing Your Situation: How to Tell When PR is the Missing (Or Weak) Ingredient 20</p> <p><b>Chapter 2: X-Raying the PR Process 23</b></p> <p>Pre-Planning Steps 23</p> <p>Using Research to Shape the Process 23</p> <p>Defining Your Goals and Objectives 25</p> <p>Working Out the Plan Details 25</p> <p>Putting together the PR plan 26</p> <p>Budgeting to get the job done 27</p> <p>Devising Winning PR Concepts: The Four Essential Elements 28</p> <p>Newsmaking 28</p> <p>Commercial message 29</p> <p>Media target 30</p> <p>Audience target 31</p> <p>Sharpening Ideas to Form Creative Promotions 32</p> <p>Assessing PR Ideas: Will It Work? 34</p> <p>Controlling Time and Chance 35</p> <p><b>Chapter 3: Hiring Professional PR Help 37</b></p> <p>Getting Help 37</p> <p>Advertising agencies 38</p> <p>Public relations agencies 38</p> <p>Freelancers 42</p> <p>Graphic design studios 43</p> <p>Web designers 43</p> <p>Search engine specialists 44</p> <p>Getting the Most out of Hired Help 44</p> <p><b>Part II: Brainstorming and Thinking Creatively 47</b></p> <p><b>Chapter 4: Setting Up Your PR Department and Program 49</b></p> <p>Picking the PR Team 49</p> <p>Defining the Scope of Your Authority 50</p> <p>Integrating PR with the Rest of Your Business 51</p> <p>Setting Up the PR Command and Control Center 52</p> <p>Getting in gear 52</p> <p>Creating and maintaining a media contact list 55</p> <p>Targeting Your PR Efforts 56</p> <p>Industry 57</p> <p>Size of company 57</p> <p>Location 59</p> <p>Job function or title of prospect within the company 60</p> <p>Application or use of your product 60</p> <p>Channels of distribution 61</p> <p>Affinity groups 62</p> <p>Users of specific devices, products, machines, systems, or technologies 63</p> <p>Buying habits 63</p> <p><b>Chapter 5: Formulating Ideas 65</b></p> <p>Giving New Ideas a Chance 65</p> <p>Creating Profitable PR Programs 66</p> <p>Step 1: Clearly establish the goals of a PR program 66</p> <p>Step 2: Assemble pertinent facts 67</p> <p>Step 3: Gather general knowledge 67</p> <p>Step 4: Look for combinations 67</p> <p>Step 5: Sleep on it 67</p> <p>Step 6: Use a checklist 69</p> <p>Step 7: Get feedback 69</p> <p>Step 8: Team up 70</p> <p>Finding Other Ways to Turn on the Light Bulb 70</p> <p><b>Chapter 6: Using PR Tactics 73</b></p> <p>Going Where the Cameras Are 73</p> <p>Creating a Tie-in to a TV Show or Movie 74</p> <p>Spotlighting the Product 74</p> <p>Staging a Contest 75</p> <p>Working for a Worthy Cause 77</p> <p>Tying In to a Holiday 77</p> <p>Conducting a Survey 78</p> <p>Staging an Event 80</p> <p>Making Them Laugh 80</p> <p>Waging a Trade-in Campaign 81</p> <p>Creating a Character 81</p> <p>Using Viral Marketing 82</p> <p><b>Part III: Putting the Wheels in Motion 83</b></p> <p><b>Chapter 7: Creating a Company Newsletter 85</b></p> <p>Meeting Internal Needs: The Employee Newsletter 86</p> <p>Staying in Touch with Your External Audience 87</p> <p>Reaching a busy audience 87</p> <p>Knowing what’s newsworthy 87</p> <p>Deciding on Size and Frequency 88</p> <p>Creating a Mailing List 89</p> <p>Designing Your Company Newsletter 90</p> <p>Making some design decisions 90</p> <p>Putting together your newsletter 91</p> <p>Using the Company Newsletter as a Marketing Tool 93</p> <p>Creating an e-mail newsletter 93</p> <p>Integrating print and e-mail newsletters 94</p> <p>Making your e-mail newsletter a must-read 94</p> <p><b>Chapter 8: Putting Your Message in Writing: The Press Release 97</b></p> <p>Writing a Press Release That Gets Picked Up by Media 98</p> <p>At the top 99</p> <p>The headline act and the lead role 99</p> <p>Body building 100</p> <p>Putting News in Your News Releases 102</p> <p>Using a Press Release Checklist 104</p> <p>Deciding How to Send Press Releases 105</p> <p><b>Chapter 9: Writing and Placing Feature Articles 107</b></p> <p>Getting Exposure in Feature Articles 108</p> <p>Avoiding beginners’ mistakes 108</p> <p>Coming up with ideas for articles 109</p> <p>Selecting the Right Magazine 111</p> <p>Finding the best target for articles 112</p> <p>Avoiding puffery 114</p> <p>Approaching editors one at a time 114</p> <p>Making the Initial Contact 114</p> <p>Writing a Query Letter 115</p> <p>Querying the editor 115</p> <p>Getting the query letter written 116</p> <p>Using illustrations or photos 120</p> <p>Following up on your query 120</p> <p>Writing a Pitch Letter 122</p> <p>Getting the Editor’s Go-Ahead 125</p> <p>Placing Articles Online 126</p> <p><b>Chapter 10: Promoting Yourself through Public Speaking 129</b></p> <p>Reaching Key Audiences through Public Speaking 129</p> <p>Finding speaking opportunities 130</p> <p>Choosing the right talk 131</p> <p>Screening speaking invitations 132</p> <p>Negotiating your promotional deal 133</p> <p>Preparing and Delivering Your Presentation 135</p> <p>Organizing your presentation 136</p> <p>Mastering the three parts of a talk 136</p> <p>Timing it right 138</p> <p>Using Visual Aids 140</p> <p>Thinking twice about audiovisual aids 141</p> <p>Giving your audience a handout 141</p> <p>Using the “green sheet” method 142</p> <p>Capturing Attendee Names for Your Prospect Database 144</p> <p><b>Part IV: Choosing the Right Medium for Your Message 145</b></p> <p><b>Chapter 11: Getting Your Message Out 147</b></p> <p>Compiling a Personal Contact List 147</p> <p>Developing a Mass Media List 148</p> <p>Distributing Materials to the Media 149</p> <p>Getting to Know Global PR 149</p> <p>Taking cultural differences into account 150</p> <p>Keeping up with different media 150</p> <p>Selecting PR Media 151</p> <p>Reaching Reporters the Right Way 152</p> <p>Turning the Press into a Client 152</p> <p>Breaking through the PR Clutter 153</p> <p>Using the surround strategy 153</p> <p>Having a go-to guy 154</p> <p>Offering an exclusive 155</p> <p>Tying in to an existing story 155</p> <p>Using timing in your favor 156</p> <p>Following Up: The Media Blitz 156</p> <p>Working Your ABC Lists 157</p> <p>Separating Advertising and Editorial 157</p> <p><b>Chapter 12: Handling the Media 159</b></p> <p>Meeting the Press 159</p> <p>Analyst meetings 160</p> <p>Media tours 161</p> <p>Press conferences 161</p> <p>Deskside briefings 162</p> <p>Becoming Savvy with Media Interviews 162</p> <p>Handling media interviews like a pro 162</p> <p>Framing your story 164</p> <p>Turning bad press into favorable coverage: The 15-10-15 formula 165</p> <p>Handling hostile interviewers 166</p> <p>Bettering your broadcast interviews 168</p> <p><b>Chapter 13: Tuning In to Radio 171</b></p> <p>Getting the Facts about Radio 172</p> <p>Looking at the Advantages of Radio over Other Media 172</p> <p>Taking Advantage of Satellite Radio 174</p> <p>Getting on the Radio 175</p> <p>Making a pitch for yourself 175</p> <p>Being an accessible expert 176</p> <p>Preparing for Airtime 177</p> <p>Boning up on your topic 178</p> <p>Putting together a tip sheet 178</p> <p>Being interviewed at home 179</p> <p>Making a Good Impression during the Interview 179</p> <p>Handling surprise gracefully 180</p> <p>Don’t make product pitches on the air 181</p> <p><b>Chapter 14: Getting PR on the Tube 183</b></p> <p>Understanding How TV PR Differs from Print 183</p> <p>Sorting Out the TV Shows 185</p> <p>Targeting a Specific Show for Your PR Campaign 186</p> <p>Preparing Your TV Media Kit 187</p> <p>Article reprints 188</p> <p>Media alerts 188</p> <p>Prepared footage 190</p> <p>Satellite feed services 191</p> <p>Video news releases 192</p> <p>Pitching Your Story to Producers 192</p> <p>Doing TV PR on a Shoestring 193</p> <p>Getting a Tape of Your Guest Appearance 194</p> <p><b>Chapter 15: Getting More Ink (Print Isn’t Dead Yet) 197</b></p> <p>Cracking the Journalists’ Secret 197</p> <p>Knowing What Not to Do 198</p> <p>Catching an Editor’s Eye with a “Creative” Press Release 200</p> <p>Using a “Hook” to Snare Attention 201</p> <p>Free-booklet press release 202</p> <p>Special event, gimmick, or timely issue 204</p> <p>New-product press release 206</p> <p>Tie-in with current fad, event, or news 208</p> <p>Survey-results press release 208</p> <p>Trade-in press release 208</p> <p>Call-to-action press release 211</p> <p><b>Chapter 16: Going Public in Cyberspace: Your Web Site 213</b></p> <p>Designing a Media-Friendly Web Site 213</p> <p>Company background/history 214</p> <p>Key management 215</p> <p>Press release archive 215</p> <p>Financial information 216</p> <p>Product/service catalog 216</p> <p>Article/white paper library 216</p> <p>Trade show list 217</p> <p>Locations/facility information 217</p> <p>Avoiding “Speed Traps” on Your Web Site 217</p> <p>Ensuring Your Site is User-Friendly 218</p> <p>Understanding the Three Cs of E-Success 220</p> <p>Designing a Sticky Web Site 221</p> <p>Brainstorming More Ways to Make a Profit Online 222</p> <p>Driving Traffic to Your Web Site 224</p> <p>Making sure search engines can find your Web site 225</p> <p>Keying in to keywords 227</p> <p>Using paid search (or pay per click) 228</p> <p><b>Chapter 17: Getting a Grip on New Technology — Blogs, Webcasting, and Podcasting 231</b></p> <p>Using Blogs for PR 231</p> <p>Monitoring the blogs in your industry 232</p> <p>Pitching to blogs 235</p> <p>Creating your own blog 237</p> <p>Using a blog for business 238</p> <p>Podcasting 242</p> <p>Keeping in touch with the media via podcasts 242</p> <p>Getting started with podcasting 243</p> <p>Webcasting 244</p> <p><b>Part V: Creating Buzz 245</b></p> <p><b>Chapter 18: Getting Hits from Buzz Marketing and Viral Marketing 247</b></p> <p>Understanding the Difference between Buzz Marketing and Viral Marketing 247</p> <p>Examining the Effectiveness of Buzz Marketing 248</p> <p>Boning Up on Basic Buzz Techniques 249</p> <p>Educating people about your products and services 249</p> <p>Identifying people most likely to share their opinions 249</p> <p>Providing tools that make it easier to share information 251</p> <p>Studying how, where, and when opinions are being shared 251</p> <p>Listening and responding to supporters and detractors 252</p> <p>Determining the Right Moment for Buzz 252</p> <p>Generating More Exposure with Buzz Marketing 253</p> <p>Identifying Brand Evangelists and Terrorists 255</p> <p>Taking advantage of evangelists 255</p> <p>Dealing with brand terrorists 258</p> <p>Leveraging the Web and E-Mail for Maximum Buzz 259</p> <p>Measuring and Tracking Buzz 260</p> <p>Meeting the Legends of Buzz 261</p> <p><b>Chapter 19: Staging Publicity Events 263</b></p> <p>Drawing Crowds and Gaining Publicity 264</p> <p>Setting a Budget and Figuring the Cost 265</p> <p>Controlling Event Costs 266</p> <p>Determining Your Event’s Theme and Concept 267</p> <p>Planning the Event and Logistics 269</p> <p>Publicizing Your Event 270</p> <p>Measuring Event Results 271</p> <p><b>Chapter 20: Spotting and Seizing Opportunities 273</b></p> <p>Remembering the Importance of Timing 273</p> <p>Reacting to Current News and Events 274</p> <p>Looking for an Opening 275</p> <p>Getting Messages Noticed Quickly 277</p> <p><b>Chapter 21: Knowing What to Do in a PR Crisis 279</b></p> <p>Defining a PR Crisis 279</p> <p>Developing a Crisis Management Plan 280</p> <p>Identifying a crisis 281</p> <p>Assessing and reviewing the crisis 281</p> <p>The crisis communications team meeting 282</p> <p>Planning a crisis response 282</p> <p>Communicating with key publics 282</p> <p>Remembering the Rules in a Crisis 283</p> <p>Demonstrating Care and Compassion 284</p> <p>Thinking of Every Crisis as a Red Alert 285</p> <p>Managing a Crisis with Success 285</p> <p><b>Chapter 22: Evaluating PR Results 287</b></p> <p>Measuring by Advertising Equivalency 288</p> <p>Making Media Impressions 289</p> <p>Using Key Message Points 290</p> <p>Market Research Isn’t Always the Answer 291</p> <p>Watching the Word Spread: Hiring Clipping Services 292</p> <p>Measuring Inquiries and Sales 293</p> <p>Taking the Long View of PR Success 295</p> <p>Demonstrating Viability of the PR Department (Even in a Crunch) 296</p> <p><b>Part VI: The Part of Tens 297</b></p> <p><b>Chapter 23: The Ten Greatest PR Coups of All Time 299</b></p> <p>Lucky Strike 299</p> <p>John D. Rockefeller 300</p> <p>Tylenol 301</p> <p>Bill Clinton’s 1992 Presidential Campaign 301</p> <p>The New VW Beetle 302</p> <p>Cabbage Patch Kids 303</p> <p>Domino’s Pizza Meter 303</p> <p>IBM Big Blue versus Gary Kasparov 304</p> <p>Gillette Sensor Razor 305</p> <p>Howard Stern and Sirius Satellite Radio 305</p> <p><b>Chapter 24: Ten Myths about PR — Debunked 307</b></p> <p>Press Releases Don’t Work Anymore 307</p> <p>“Legitimate” Media Snub PR 308</p> <p>Printed PR Doesn’t Work without Follow-Up 308</p> <p>You Need “Contacts” to Get Publicity 309</p> <p>Editors Want to Be Wined and Dined 309</p> <p>Snail Mail is Awful; Overnight Delivery Services and Fax Work Great 310</p> <p>You Can’t Buy PR with Advertising 311</p> <p>Every Fact Reported in the Media is Checked and Verified 311</p> <p>Getting Publicity is a Matter of Luck and Timing 312</p> <p>It Doesn’t Take A Lot of Time 312</p> <p><b>Chapter 25: Ten Reasons to Do PR 313</b></p> <p>You’re a Little Fish in a Big Pond 313</p> <p>Your Product or Service is the Best — and Nobody Knows about It 314</p> <p>Your Product or Service Isn’t Better than Anyone Else’s 314</p> <p>Management Cuts Your Marketing Communications Budget 315</p> <p>Management Demands Tangible Results from Marketing Expenditures 316</p> <p>Traditional Marketing Isn’t Working as Well as It Used To 316</p> <p>Your Competitors Get All the Good Press 317</p> <p>You Need Venture Capital 317</p> <p>You Are Media-Genic 317</p> <p>You Really Enjoy Working with the Media 318</p> <p><b>Chapter 26: Ten Things You Should Never Do in the Name of PR 319</b></p> <p>Lie or Mislead 319</p> <p>Stonewall 319</p> <p>Procrastinate 320</p> <p>Be Inaccessible 320</p> <p>Offer a Bribe 321</p> <p>Turn Up Your Nose 321</p> <p>Bore People 322</p> <p>Be a “No Man” 322</p> <p>Sacrifice Long-Term Relationships for Short-Term Results 324</p> <p>Behave Unethically 324</p> <p><b>Chapter 27: Ten Steps to Better PR Writing 327</b></p> <p>Organizing! 327</p> <p>Knowing Your Reader 329</p> <p>Shunning “Corporatese” 329</p> <p>Avoiding Long Sentences 331</p> <p>Using Short, Simple Words 332</p> <p>Sidestepping “Writer’s Block” 333</p> <p>Defining the Topic 334</p> <p>Gathering Lots of Information 335</p> <p>Writing, and Then Rewriting, Rewriting 335</p> <p>Being Consistent 336</p> <p>Appendix: Recommended Resources 337</p> <p>Index 343</p>
"…the ideas herein will make your creative mind fly for sure!" (<i>TamsPalm Blog</i>, September 2006)
<p><b>Eric Yaverbaum,</b> best-selling author and managing partner of LIME public relations + promotions, has more than 20 years' experience and clients such as IKEA, TCBY, and Progressive Insurance. <b>Bob Bly</b> and <b>Ilise Benun</b> are both New York communications professionals.
<p><b>Proven techniques that maximize media exposure for your business</b> <p><b>A seasoned PR pro shows you how to get people talking</b> <p>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. <p><b>THE DUMMIES WAY<SUP>®</SUP></b> <P>Explanations in plain English<br/> "Get in, get out" information<br/> Icons and other navigational aids<br/> Online cheat sheet<br/> Top ten lists<br/> A dash of humor and fun <p><b>Discover how to:</b> <p>Map a winning PR strategy<br/> Grab attention with press releases, interviews, and events<br/> Cultivate good media relations<br/> Get print, TV, radio, and Internet coverage<br/> Manage a PR crisis <p><b>Get smart!<br/> @www.dummies.com</b> <ul> <li>Find listings of all our books</li> <li>Choose from many different subject categories</li> <li>Sign up for eTips at <br/><b>etips.dummies.com</b></li> </ul>

Diese Produkte könnten Sie auch interessieren:

Neurofinance
Neurofinance
von: Christian E. Elger, Friedhelm Schwarz
EPUB ebook
23,99 €
What's App?
What's App?
von: Christoph Börger, Alexander Schütte
PDF ebook
6,99 €
Die Monaco AG
Die Monaco AG
von: Thomas Veszelits
EPUB ebook
15,99 €