Understand what it takes to develop successful public relations campaigns
Effective public relations (PR) can help level the playing field between you and your competitors. You don’t necessarily need a big budget to establish brand awareness and a positive reputation. With enough practice, anyone can learn to think like a PR specialist. Public Relations For Dummies helps you understand the mechanics of PR and gives you all the tools you need to succeed. This friendly guide gives you practical insights on using the many components of PR to create successful campaigns. You’ll learn how to assemble a PR plan, create a budget, develop winning ideas, cultivate media contacts, create pitches, leverage social media and podcasts, secure public speaking engagements, and beyond. Plus, this new edition covers the latest technology for reaching more people and analyzing your results. No business jargon in this book—just clear, simple information and advice on making PR work for you.
- Understand the purpose and process of public relations management
- Choose the right PR tactics to meet your specific goals
- Use social media, including Tik Tok, to your advantage
- Connect with people who can help you build your brand’s reputation
This Dummies guide is great for small business owners and people who want to learn more about doing PR for larger companies. Nonprofit organizations and influencers will also love these tips on getting noticed.
表中的内容
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
关于作者
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.
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