Public Relations for Dummies - Yaverbaum, Eric
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Présentation Public Relations For Dummies Format Broché
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Résumé : Introduction 1 Part 1: PR: What It Is, How It Works 5 Chapter 1: Understanding the Power of PR 7 Chapter 2: Breaking Down the PR Process 21 Chapter 3: Working With PR Professionals 35 Part 2: Brainstorming and Thinking Creatively 47 Chapter 4: Setting Up Your PR Team and Program 49 Chapter 5: Formulating Ideas 67 Chapter 6: Using PR Tactics 75 Part 3: Putting the PR Wheels in Motion 85 Chapter 7: Broadcasting To Your Audiences across Key Channels 87 Chapter 8: Putting Your Message in Writing: The Press Release 101 Chapter 9: Writing and Placing Feature Articles 111 Chapter 10: Leveraging Speaking and Thought Leadership Opportunities 129 Part 4: Choosing the Right Medium for Your Message 147 Chapter 11: Getting Your Message Out 149 Chapter 12: Navigating the Media161 Chapter 13: Tuning Into Traditional TV and Radio 175 Chapter 14: New Media: Streaming, Social, Podcasts, and Beyond 197 Chapter 15: Turning Your Story into News 211 Chapter 16: Crafting Your Digital Identity: Social Media and More 225 Chapter 17: Grasping New Technology 245 Part 5: Creating Buzz 259 Chapter 18: Getting Hits from Buzz and Viral Marketing 261 Chapter 19: Staging Publicity Events 279 Chapter 20: Spotting and Seizing Opportunities 289 Chapter 21: Knowing What to Do In a PR Crisis 293 Chapter 22: Evaluating PR Results 305 Part 6: The Part of Tens 315 Chapter 23: Ten Myths about PR - Debunked 317 Chapter 24: Ten Steps to Better PR Writing 325 Chapter 25: Ten Things You Should Never Do In PR 333 Appendix: Recommended Resources 339 Index 347
Biographie: Eric Yaverbaum is the co-founder and CEO of Ericho Communications. With decades of experience in public relations, he has worked with clients like Sony, IKEA, and H&M. Eric is a bestselling author of several titles, including Leadership Secrets of the World's Most Successful CEOs, which has sold more than a million copies....
Sommaire: PR secrets for making a splash with your brand Public relations (PR) is about building a great reputation for a brand, a product, or even a person. Public Relations For Dummies is a crash course on strategically and creatively sculpting public opinion. Discover the step-by-step process for planning and executing a good PR campaign. This handy guide explains exactly how, when, and why to use press releases, articles, social media, and other outlets to promote your message. And you'll get easy ideas for tracking the success of your PR efforts-so you can do even better next time. Inside...
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