Public Relations for Dummies�

ISBN-10: 0471772720

ISBN-13: 9780471772729

Edition: 2nd 2006 (Revised)

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

List price: $19.99 Buy it from $1.64
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An all-in-one guide to public relations, this edition includes information on Web-based PR, including the use of text messaging, podcasts, and blogs.
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Book details

List price: $19.99
Edition: 2nd
Copyright year: 2006
Publisher: John Wiley & Sons, Incorporated
Publication date: 5/30/2006
Binding: Paperback
Pages: 384
Size: 7.25" wide x 9.25" long x 1.00" tall
Weight: 1.188
Language: English

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