Public Relations For Dummies, 2Nd Edition 9780471772729 下载 极速 rtf epub 在线 word txt pdf

A seasoned PR pro shows you how to get people talking

When it comes to public relations, nothing beats good word of

mouth. Want to get customers talking? This friendly guide combines

the best practical tools with insight and flair to provide guidance

on every aspect of PR, so you can launch a full–throttle campaign

that′ll generate buzz –– and build your bottom line.

Discover how to

? Map a winning PR strategy

? Grab attention with press releases, interviews, and events

? Cultivate good media relations

? Get print, TV, radio, and Internet coverage

? Manage a PR crisis

Introduction. Part I: PR: What It Is, How It Works. Chapter 1:

The Power of PR. Chapter 2: X-Raying the PR Process. Chapter 3:

Hiring Professional PR Help. Part II: Brainstorming and Thinking

Creatively. Chapter 4: Setting Up Your PR Department and Program.

Chapter 5: Formulating Ideas. Chapter 6: Using PR Tactics. Part

III: Putting the Wheels in Motion. Chapter 7: Creating a Company

Newsletter. Chapter 8: Putting Your Message in Writing: The Pres

Release. Chapter 9: Writing and Placing Feature Articles. Chapter

10: Promoting Yourself through Public Speaking. Part IV: Choosing

the Right Medium for Your Message. Chapter 11: Getting Your Message

Out. Chapter 12: Handling the Media. Chapter 13: Tuning In to

Radio. Chapter 14:Getting PR on the Tube. Chapter 15: Getting More

Ink (Print Isn't Dead Yet). Chapter 16: Going Public in Cyberspace:

Your Web Site. Chapter 17: Getting a Grip on New Technology -

Blogs, Webcasting, and Podcasting. Part V: Creating Buzz. Chapter

18: Getting Hits from Buzz Marketing and Viral Marketing. Chapter

19: Staging Publicity Events. Chapter 20: Spotting and Seizing

Opportunities. Chapter 21: Knowing What to Do in a PR Crisis.

Chapter 22: Evaluating PR Results. Part VI: The Part of Tens.

Chapter 23: The Ten Greatest PR Coups of All Time. Chapter 24: Ten

Myths about PR - Debunked. Chapter 25: Ten Reasons to Do PR.

Chapter 26: Ten Things You Should Never Do in the Name of PR.

Chapter 27: Ten Steps to Better PR Writing. Appendix: Recommended

Resources. Index.

Eric Yaverbaum: Eric Yaverbaum co–founded Jericho

Communications, a New York City–based PR firm, and served as its

president for 21 years before moving to Lime Public Relations and

Promotions, where he currently serves as a Managing Partner and

Director of Client Services. He has more than 25 years of

experience in the practice of public relations and has earned a

reputation for his unique expertise in strategic media relations,

crisis communications, and media training. Eric has amassed

extensive experience in counseling a wide range of clients in

corporate, consumer, retail, technology, and professional–services

markets and in building brands such as Sony, IKEA, Domino’s Pizza,

TCBY, Progressive Insurance, and American Express, among many

others.

Eric has acted as corporate spokesperson on behalf of dozens of

clients, including Domino’s Pizza, Hain–Celestial Food Group,

Prince Tennis Rackets, and Camp Beverly Hills Clothing. He is a

regular on the lecture circuit, speaking to professional

organizations across the country on the art of public relations. He

has been a guest on many national and regional television and radio

programs and networks, including all of the network morning shows,

FOX & Friends, and Larry King Live, to name a few.

Eric has written many articles for trade journals and daily

newspapers on various topics in public relations and co–authored

the best–selling book I’ll Get Back to You (McGraw–Hill) and

Leadership Secrets of the World’s Most Successful CEOs (Dearborn).

A graduate of The American University, Eric is an active member of

the highly selective Young President’s Organization, where he

served as Chapter Chairman from 2000 to 2003 and founded the “Walk

a Mile in My Shoes” initiative that lobbied the U.S. House of

Representatives and U.S. Senate to pass the bill calling for

increased funding for stem cell research.

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　　…the ideas herein will make your creative mind fly for sure!"

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Proven techniques that maximize media exposure for your business A seasoned PR pro shows you how to get people talking

When it comes to public relations, nothing beats good word of mouth. Want to get customers talking? This friendly guide combines the best practical tools with insight and flair to provide guidance on every aspect of PR, so you can launch a full–throttle campaign that′ll generate buzz –– and build your bottom line.

Discover how to

∗ Map a winning PR strategy

∗ Grab attention with press releases, interviews, and events

∗ Cultivate good media relations

∗ Get print, TV, radio, and Internet coverage

∗ Manage a PR crisis