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| Foreword | |
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| Introduction | |
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| About This Book | |
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| Conventions Used in This Book | |
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| Foolish Assumptions | |
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| How This Book Is Organized | |
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| Appendix | |
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| Icons Used in This Book | |
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| Where to Go from Here | |
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| PR: What It Is, How It Works | |
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| The Power of PR | |
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| Who Needs PR, Anyway? | |
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| Beyond Stunts: The Real Value of PR | |
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| The Relationship between PR and the Media | |
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| Publicity Plus: The Many Components of PR | |
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| What PR Is Not | |
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| Key Audiences PR Can Reach | |
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| The Changing Role of PR in the Marketing Mix Today | |
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| Assessing Your Situation: How to Tell When PR Is the Missing (Or Weak) Ingredient | |
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| X-Raying the PR Process | |
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| Pre-Planning Steps | |
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| Working Out the Plan Details | |
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| Devising Winning PR Concepts: The Four Essential Elements | |
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| Sharpening Ideas to Form Creative Promotions | |
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| Assessing PR Ideas: Will It Work? | |
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| Controlling Time and Chance | |
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| Hiring Professional PR Help | |
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| Getting Help | |
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| Getting the Most out of Hired Help | |
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| Brainstorming and Thinking Creatively | |
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| Setting Up Your PR Department and Program | |
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| Picking the PR Team | |
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| Defining the Scope of Your Authority | |
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| Integrating PR with the Rest of Your Business | |
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| Setting Up the PR Command and Control Center | |
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| Targeting Your PR Efforts | |
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| Formulating Ideas | |
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| Giving New Ideas a Chance | |
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| Creating Profitable PR Programs | |
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| Finding Other Ways to Turn on the Light Bulb | |
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| Using PR Tactics | |
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| Going Where the Cameras Are | |
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| Creating a Tie-in to a TV Show or Movie | |
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| Spotlighting the Product | |
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| Staging a Contest | |
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| Working for a Worthy Cause | |
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| Tying In to a Holiday | |
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| Conducting a Survey | |
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| Staging an Event | |
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| Making Them Laugh | |
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| Waging a Trade-in Campaign | |
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| Creating a Character | |
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| Using Viral Marketing | |
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| Putting the Wheels in Motion | |
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| Creating a Company Newsletter | |
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| Meeting Internal Needs: The Employee Newsletter | |
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| Staying in Touch with Your External Audience | |
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| Deciding on Size and Frequency | |
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| Creating a Mailing List | |
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| Designing Your Company Newsletter | |
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| Using the Company Newsletter as a Marketing Tool | |
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| Putting Your Message in Writing: The Press Release | |
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| Writing a Press Release That Gets Picked Up by Media | |
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| Putting News in Your News Releases | |
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| Using a Press Release Checklist | |
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| Deciding How to Send Press Releases | |
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| Writing and Placing Feature Articles | |
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| Getting Exposure in Feature Articles | |
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| Selecting the Right Magazine | |
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| Making the Initial Contact | |
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| Writing a Query Letter | |
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| Writing a Pitch Letter | |
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| Getting the Editor's Go-Ahead | |
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| Placing Articles Online | |
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| Promoting Yourself through Public Speaking | |
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| Reaching Key Audiences through Public Speaking | |
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| Preparing and Delivering Your Presentation | |
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| Using Visual Aids | |
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| Capturing Attendee Names for Your Prospect Database | |
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| Choosing the Right Medium for Your Message | |
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| Getting Your Message Out | |
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| Compiling a Personal Contact List | |
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| Developing a Mass Media List | |
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| Distributing Materials to the Media | |
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| Getting to Know Global PR | |
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| Selecting PR Media | |
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| Reaching Reporters the Right Way | |
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| Turning the Press into a Client | |
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| Breaking through the PR Clutter | |
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| Following Up: The Media Blitz | |
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| Working Your ABC Lists | |
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| Separating Advertising and Editorial | |
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| Handling the Media | |
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| Meeting the Press | |
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| Becoming Savvy with Media Interviews | |
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| Tuning In to Radio | |
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| Getting the Facts about Radio | |
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| Looking at the Advantages of Radio over Other Media | |
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| Taking Advantage of Satellite Radio | |
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| Getting on the Radio | |
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| Preparing for Airtime | |
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| Making a Good Impression during the Interview | |
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| Getting PR on the Tube | |
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| Understanding How TV PR Differs from Print | |
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| Sorting Out the TV Shows | |
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| Targeting a Specific Show for Your PR Campaign | |
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| Preparing Your TV Media Kit | |
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| Pitching Your Story to Producers | |
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| Doing TV PR on a Shoestring | |
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| Getting a Tape of Your Guest Appearance | |
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| Getting More Ink (Print Isn't Dead Yet) | |
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| Cracking the Journalists' Secret | |
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| Knowing What Not to Do | |
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| Catching an Editor's Eye with a "Creative" Press Release | |
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| Using a "Hook" to Snare Attention | |
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| Going Public in Cyberspace: Your Web Site | |
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| Designing a Media-Friendly Web Site | |
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| Avoiding "Speed Traps" on Your Web Site | |
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| Ensuring Your Site Is User-Friendly | |
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| Understanding the Three Cs of E-Success | |
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| Designing a Sticky Web Site | |
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| Brainstorming More Ways to Make a Profit Online | |
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| Driving Traffic to Your Web Site | |
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| Getting a Grip on New Technology-Blogs, Webcasting, and Podcasting | |
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| Using Blogs for PR | |
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| Podcasting | |
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| Webcasting | |
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| Creating Buzz | |
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| Getting Hits from Buzz Marketing and Viral Marketing | |
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| Understanding the Difference between Buzz Marketing and Viral Marketing | |
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| Examining the Effectiveness of Buzz Marketing | |
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| Boning Up on Basic Buzz Techniques | |
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| Determining the Right Moment for Buzz | |
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| Generating More Exposure with Buzz Marketing | |
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| Identifying Brand Evangelists and Terrorists | |
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| Leveraging the Web and E-Mail for Maximum Buzz | |
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| Measuring and Tracking Buzz | |
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| Meeting the Legends of Buzz | |
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| Staging Publicity Events | |
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| Drawing Crowds and Gaining Publicity | |
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| Setting a Budget and Figuring the Cost | |
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| Controlling Event Costs | |
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| Determining Your Event's Theme and Concept | |
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| Planning the Event and Logistics | |
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| Publicizing Your Event | |
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| Measuring Event Results | |
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| Spotting and Seizing Opportunities | |
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| Remembering the Importance of Timing | |
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| Reacting to Current News and Events | |
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| Looking for an Opening | |
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| Getting Messages Noticed Quickly | |
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| Knowing What to Do in a PR Crisis | |
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| Defining a PR Crisis | |
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| Developing a Crisis Management Plan | |
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| Remembering the Rules in a Crisis | |
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| Demonstrating Care and Compassion | |
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| Thinking of Every Crisis as a Red Alert | |
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| Managing a Crisis with Success | |
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| Evaluating PR Results | |
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| Measuring by Advertising Equivalency | |
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| Making Media Impressions | |
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| Using Key Message Points | |
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| Market Research Isn't Always the Answer | |
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| Watching the Word Spread: Hiring Clipping Services | |
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| Measuring Inquiries and Sales | |
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| Taking the Long View of PR Success | |
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| Demonstrating Viability of the PR Department (Even in a Crunch) | |
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| The Part of Tens | |
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| The Ten Greatest PR Coups of All Time | |
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| Lucky Strike | |
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| John D. Rockefeller | |
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| Tylenol | |
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| Bill Clinton's 1992 Presidential Campaign | |
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| The New VW Beetle | |
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| Cabbage Patch Kids | |
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| Domino's Pizza Meter | |
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| IBM Big Blue versus Gary Kasparov | |
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| Gillette Sensor Razor | |
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| Howard Stern and Sirius Satellite Radio | |
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| Ten Myths about PR-Debunked | |
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| Press Releases Don't Work Anymore | |
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| "Legitimate" Media Snub PR | |
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| Printed PR Doesn't Work without Follow-Up | |
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| You Need "Contacts" to Get Publicity | |
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| Editors Want to Be Wined and Dined | |
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| Snail Mail Is Awful; Overnight Delivery Services and Fax Work Great | |
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| You Can't Buy PR with Advertising | |
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| Every Fact Reported in the Media Is Checked and Verified | |
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| Getting Publicity Is a Matter of Luck and Timing | |
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| It Doesn't Take A Lot of Time | |
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| Ten Reasons to Do PR | |
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| You're a Little Fish in a Big Pond | |
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| Your Product or Service Is the Best-and Nobody Knows about It | |
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| Your Product or Service Isn't Better than Anyone Else's | |
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| Management Cuts Your Marketing Communications Budget | |
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| Management Demands Tangible Results from Marketing Expenditures | |
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| Traditional Marketing Isn't Working as Well as It Used To | |
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| Your Competitors Get All the Good Press | |
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| You Need Venture Capital | |
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| You Are Media-Genic | |
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| You Really Enjoy Working with the Media | |
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| Ten Things You Should Never Do in the Name of PR | |
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| Lie or Mislead | |
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| Stonewall | |
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| Procrastinate | |
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| Be Inaccessible | |
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| Offer a Bribe | |
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| Turn Up Your Nose | |
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| Bore People | |
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| Be a "No Man" | |
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| Sacrifice Long-Term Relationships for Short-Term Results | |
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| Behave Unethically | |
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| Ten Steps to Better PR Writing | |
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| Organizing! | |
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| Knowing Your Reader | |
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| Shunning "Corporatese" | |
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| Avoiding Long Sentences | |
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| Using Short, Simple Words | |
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| Sidestepping "Writer's Block" | |
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| Defining the Topic | |
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| Gathering Lots of Information | |
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| Writing, and Then Rewriting, Rewriting | |
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| Being Consistent | |
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| Recommended Resources | |
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| Index | |