| |
| |
| Introduction to the Third Edition | |
| |
| |
| Getting Started With Publicity | |
| |
| |
| Riches...Credibility...Prestige...Opportunity-What Publicity Can Do for You | |
| |
| |
| Thinking Like a Publicity Hound | |
| |
| |
| The Comfort Factor: Exposure Without Feeling Exposed | |
| |
| |
| Writing to Get Publicity | |
| |
| |
| 6 Steps to Free Publicity: Creating and Distributing a News Release | |
| |
| |
| Supporting the Story With a Media Kit or Online Media Room | |
| |
| |
| Letters That Pitch for You, Rattle the Public, or Roll Out Your Message | |
| |
| |
| Tip Sheets That Keep You in People's Minds, Files, and Favorites | |
| |
| |
| Painlessly Publishing Articles Yourself | |
| |
| |
| Advertorials That Don't Cost You a Cent | |
| |
| |
| Speaking and Acting for Publicity | |
| |
| |
| Staging Magnet Events | |
| |
| |
| Speaking, for Fee or Free | |
| |
| |
| Hitting the Airwaves, on the Radio, TV, or the Web | |
| |
| |
| Schmoozing That Puts You in the Public Eye | |
| |
| |
| Polishing Your Publicity Skills | |
| |
| |
| Cooperating With Reporters | |
| |
| |
| Performing on Radio and TV Like a Pro | |
| |
| |
| Pitching Over the Phone | |
| |
| |
| 10 Pitfalls in Publicity Writing-and How to Avoid Them | |
| |
| |
| 77 Ways to Get Unstuck When Trying to Write | |
| |
| |
| Getting Sizzling, Forceful Testimonials | |
| |
| |
| How to Concoct Creative Angles, Images, and Exploits | |
| |
| |
| Becoming Findable Through Search Engines | |
| |
| |
| Making Time to Publicize | |
| |
| |
| Keeping the Publicity Momentum Going | |
| |
| |
| Capitalizing and Building on Your Free Publicity | |
| |
| |
| Resources for Your Publicity Campaigns | |
| |
| |
| Index | |
| |
| |
| About the Author | |