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| Acknowledgments | |
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| Who Am I, and Why the Heck Should You Listen to Me? | |
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| You don't know me from anyone-but I'm known | |
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| And I've gotten my clients known | |
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| Who am I? Why should you listen to me? | |
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| PR Basics | |
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| What IS PR? | |
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| What is GOOD PR? What is BAD PR? | |
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| What makes reported want to listen? | |
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| What makes them want to shut you off and block your e-mail from their system? | |
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| What makes reported and the public happy? What makes them unhappy? | |
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| Coming Up with the Off-the-Wall Idea, and Making It Stick | |
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| Talking about how no to be afraid of reaction to an idea, the beginnings of how to think differently, ways to get into that kind of think-different mindset, getting out of the office and into a good brain | |
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| ROAR to get your idea approved! | |
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| Coming Up with and Implementing the Big Idea-Part 1 | |
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| WebDive 2000 and our first of many "ARE YOU INSANE?" comments | |
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| Coming Up with and Implementing the Big Idea-Part 2 | |
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| The Flying Fingers Yarn Bus-Best Campaign of 2005 | |
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| Coming Up with and Implementing the Big Idea-Part 3 | |
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| The AirTroductions Launch-One website, over 250 media outlets around the world | |
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| Coming Up with and Implementing the Big Idea and what Happens When It's Too Successful? | |
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| The RegisterFree.Com Free Domain Name Hour-Or, how to shut down the Internet | |
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| What Happens When You Lose Your Voice? | |
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| Legal has just told you to shut up | |
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| Or a 60 Minutes crew is waiting in your lobby | |
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| No matter how much fun PR is, there's always crisis management to think of. A Primer | |
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| You Don't Have to run Over Someone to Get Press | |
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| It's not about celebrity all of the time. In fact, sometimes it can be, just by note being | |
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| What Happens When Your Perfectly Thought-Out Plan Hits a Snag? | |
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| When your parachute opens and you get spun around, line twists are often the result | |
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| Kicking out of them tends to work and get you down safely | |
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| Here's how to kick out of potential snags that could leave you hung up | |
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| Putting It All Together | |
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| Wrap-ups, what we've learned, what if something happens that we didn't talk about | |
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| The Resources Section! | |
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| Places to get more info, websites, mailing lists, groups, organizations, etc | |
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| Index | |