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| The Business End of Sports | |
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| The Dash for Cash | |
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| The Greening of the American Dream | |
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| The Dash for Cash | |
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| Professional Sports | |
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| College Sports | |
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| High School Sports | |
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| Information Director: Here's Looking at You, SID | |
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| How You Get There from Here | |
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| The 7-Day-a-Week Job | |
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| The Eyes and Hands of a Juggler | |
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| Job Opportunities for Women and Minorities | |
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| Write on the Money | |
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| Seven Promotion Goals | |
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| SID the Publisher | |
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| SID's Secondary Responsibilities | |
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| Publicity Fundamentals | |
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| Get It Out Fast: Writing the Basic News Release | |
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| Press Releases | |
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| Fact Sheets | |
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| News Advisories | |
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| Press Kits | |
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| Here's a Great Story: Features for Print | |
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| Eight Types of Feature Stories | |
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| Columnists and Feature Editors | |
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| Exclusives | |
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| 34 Feature Lead Formats | |
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| Query Letters | |
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| "Hello. This is Bob Costas..." | |
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| Radio News and Features | |
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| Sports Radio News and Features | |
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| Talk Show Interview Programs | |
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| Locker Room Interviews | |
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| Speech and Awards Coverage | |
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| Play-by-Play Broadcasts | |
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| Radio Call-in Shows | |
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| The 20-Second Soundbite: TV News and Features | |
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| Videotape Releases | |
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| TV Panel and Interview Shows | |
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| The Remote Interview | |
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| Play-by-Play Telecast | |
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| Video Tape Highlight Program | |
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| The Future of TV Sports | |
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| A Sight for More Eyes: Sports Photography | |
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| Action Photos | |
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| Feature and Portrait Shots | |
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| Product Photos | |
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| Enterprise Shots | |
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| Hiring Freelancers | |
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| In-House Photo Facilities | |
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| Preparing the Set | |
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| Writing photo captions | |
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| Photo Ethics | |
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| "...Important to Announce": News Conferences and Backgrounders | |
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| When to Call a Press Conference | |
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| When NOT to Call a Press Conference | |
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| Press Conference Checklist | |
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| For Background Only | |
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| Sidebars | |
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| Trial Balloons | |
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| Anticipating Problems | |
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| Press Conference Quiz | |
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| Let's Put It on the Record: Statistics | |
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| Statistics Are Forever | |
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| Accentuate the Positive | |
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| Quality Control | |
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| League Coordination | |
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| Superstars Make Super Stats | |
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| Promotion Techniques | |
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| Creating the News: Getting Media Attention | |
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| A Week of Formula Stories | |
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| Standard Publicity Information | |
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| The Ethics of Misinformation | |
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| Finding Publicity Ideas | |
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| 20 Self-Generating News Formats | |
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| Getting Out the Message: Media Flow Chart | |
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| Hitting the Bull's-eye More Often | |
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| Organizing a Media List | |
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| Formulating the Media Plan | |
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| Activating the Media Grid | |
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| The Multi-facet Sports Story | |
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| Working with the Pros Who Write the Prose: Media Relations | |
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| Profiling the Press | |
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| The Press Box Pecking Order | |
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| Never Attack the Press | |
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| TV Commentators: "You're beautiful baby" | |
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| Media Junkets | |
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| Press Parties | |
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| Marketing Fundamentals | |
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| Straight From the Quip: Interviews and Speeches | |
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| Interview Formats | |
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| Selecting Spokesperson and Site | |
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| Background Material | |
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| Quotes for Release | |
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| Q and A Rehearsal | |
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| The Follow-up | |
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| The Media Tour | |
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| The Speakers Bureau | |
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| Speech Formats | |
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| What's the Big Idea?: Creating Special Events | |
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| New Events | |
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| New Products | |
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| Game Promotions | |
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| New Profit Centers | |
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| Stadium Facilities | |
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| New Rules and Procedures | |
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| Organizing the Event | |
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| Commercial Sponsorship | |
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| "The Big Ten Holiday Basketball Classic" | |
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| Event Promotion: Making the Big Idea Work | |
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| The Marketing Director | |
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| What's in a Name? | |
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| Game Promotions | |
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| Prize Participation | |
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| Game Day Promotions | |
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| Fan Participation | |
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| Using Stadium Facilities | |
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| Sex in Sports Promotion | |
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| Organizing a Promotion | |
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| The Operating Budget | |
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| Corporate Sponsorship | |
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| The Possible Dream: Coach a Rising Star | |
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| Building a Marquee Attraction | |
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| The Ten Commandments of Star Gazing | |
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| SID's Responsibilities | |
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| The Star's Obligations | |
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| Problem Areas | |
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| Taming the Beast: Riding Out a Crisis | |
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| With Any (Bad) Luck It Could Happen to You | |
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| The Three P's of Crisis Planning | |
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| Seven Crisis Priorities | |
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| Ten Crisis Strategies | |
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| Eleven Most Common Sports Crises | |
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| Nothin' but Net: WWW.Sports.com | |
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| Logging On | |
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| 5-Step Game Plan | |
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| Designing the Page | |
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| Picture Perfect | |
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| 6 Prime Uses | |
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| Code of Ethics | |
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| Index | |