Public Relations For Dummies

, by Yaverbaum, Eric; Bly, Robert W.; Benun, Ilise; Kirshenbaum, Richard

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

ISBN: 9780471772729 | 0471772720
Cover: Paperback
Copyright: 5/30/2006

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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

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.

Robert Bly: Bob Bly is an independent copywriter specializing in traditional and Internet direct marketing. He has written lead generating sales letters, direct-mail packages, ads, scripts, Web sites, Internet direct mail, and PR materials for more than 100 clients, including IBM, AT&T, The BOC Group, EBI Medical Systems, Associated Air Freight, CoreStates Financial Corp., PSE&G, Alloy Technology, M&T Chemicals, ITT, Phillips Publishing, Nortel Networks, Fala Direct Marketing, Citrix Systems, and Grumman Corp.
Bob is the author of more than 45 books, including The Copywriter’s Handbook (Henry Holt), Selling Your Services (Henry Holt), Business-to-Business Direct Marketing (NTC), The Advertising Manager’s Handbook (Prentice Hall), and Internet Direct Mail: The Complete Guide to Successful E-mail Marketing Campaigns (NTC). His articles have appeared in Direct, Business Marketing, Computer Decisions, Chemical Engineering, Direct Marketing, Writer’s Digest, Amtrak Express, DM News, Cosmopolitan, New Jersey Monthly, City Paper, and many other publications. A winner of the Direct Marketing Association’s Gold Echo Award, Bob has presented seminars on direct marketing and related business topics to numerous organizations, including IBM, Foxboro Company, Arco Chemical, Thoroughbred Software Leaders Conference, Cambridge Technology Partners, Haht Software, and Dow Chemical.

Ilise Benun: Ilise Benun is the founder of Marketing Mentor (www.marketing-mentor.com), as well as an author and national speaker. Her books include Stop Pushing Me Around: A Workplace Guide for the Timid, Shy and Less Assertive (Career Press), Self-Promotion Online and Designing Websites:// for Every Audience (HOW Design Books). Her work has also been featured in national magazines such as Inc., Nation’s Business, Self, Essence, Crains New York Business, Dynamic Graphics, iQ (a Cisco Systems magazine), HOW Magazine, and Working Woman.
Benun publishes a free e-mail newsletter called Quick Tips from Marketing Mentor, which is read by 7,000+ small-business owners and has been excerpted in many other e-mail newsletters, including Bob Bly’s Direct Response Letter and Early to Rise.

Foreword

xxiii

Introduction

(1)

About This Book

(1)

Conventions Used in This Book

(1)

Foolish Assumptions

(1)

How This Book Is Organized

(2)

Part I: PR: What It Is, How It Works

(1)

Part II: Brainstorming and Thinking Creatively

(1)

Part III: Putting the Wheels in Motion

(1)

Part IV: Choosing the Right Medium for Your Message

(1)

Part V: Creating Buzz

(1)

Part VI: The Part of Tens

(1)

Appendix

(1)

Icons Used in This Book

(1)

Where to Go from Here

(1)

Part I: PR: What It Is, How It Works

(40)

The Power of PR

(14)

Who Needs PR, Anyway?

(1)

Beyond Stunts: The Real Value of PR

(1)

The Relationship between PR and the Media

(2)

Publicity Plus: The Many Components of PR

(1)

What PR Is Not

(3)

Marketing: The four Ps

(1)

Paying for advertising while PR is (practically) free

(2)

Key Audiences PR Can Reach

(1)

The Changing Role of PR in the Marketing Mix Today

(1)

Assessing Your Situation: How to Tell When PR Is the Missing (Or Weak) Ingredient

(3)

X-Raying the PR Process

(14)

Pre-Planning Steps

(2)

Using Research to Shape the Process

(2)

Defining Your Goals and Objectives

(1)

Working Out the Plan Details

(3)

Putting together the PR plan

(1)

Budgeting to get the job done

(1)

Devising Winning PR Concepts: The Four Essential Elements

(4)

Newsmaking

(1)

Commercial message

(1)

Media target

(1)

Audience target

(1)

Sharpening Ideas to Form Creative Promotions

(2)

Assessing PR Ideas: Will It Work?

(1)

Controlling Time and Chance

(2)

Hiring Professional PR Help

(10)

Getting Help

(7)

Advertising agencies

(1)

Public relations agencies

(4)

Freelancers

(1)

Graphic design studios

(1)

Web designers

(1)

Search engine specialists

(1)

Getting the Most out of Hired Help

(3)

Part II: Brainstorming and Thinking Creatively

(36)

Setting Up Your PR Department and Program

(16)

Picking the PR Team

(1)

Defining the Scope of Your Authority

(1)

Integrating PR with the Rest of Your Business

(1)

Setting Up the PR Command and Control Center

(4)

Getting in gear

(3)

Creating and maintaining a media contact list

(1)

Targeting Your PR Efforts

(9)

Industry

(1)

Size of company

(2)

Location

(1)

Job function or title of prospect within the company

(1)

Application or use of your product

(1)

Channels of distribution

(1)

Affinity groups

(1)

Users of specific devices, products, machines, systems, or technologies

(1)

Buying habits

(2)

Formulating Ideas

(8)

Giving New Ideas a Chance

(1)

Creating Profitable PR Programs

(4)

Step 1: Clearly establish the goals of a PR program

(1)

Step 2: Assemble pertinent facts

(1)

Step 3: Gather general knowledge

(1)

Step 4: Look for combinations

(1)

Step 5: Sleep on it

(2)

Step 6: Use a checklist

(1)

Step 7: Get feedback

(1)

Step 8: Team up

(1)

Finding Other Ways to Turn on the Light Bulb

(3)

Using PR Tactics

(10)

Going Where the Cameras Are

(1)

Creating a Tie-in to a TV Show or Movie

(1)

Spotlighting the Product

(1)

Staging a Contest

(2)

Working for a Worthy Cause

(1)

Tying In to a Holiday

(1)

Conducting a Survey

(2)

Staging an Event

(1)

Making Them Laugh

(1)

Waging a Trade-in Campaign

(1)

Creating a Character

(1)

Using Viral Marketing

(1)

Part III: Putting the Wheels in Motion

(62)

Creating a Company Newsletter

(12)

Meeting Internal Needs: The Employee Newsletter

(1)

Staying in Touch with Your External Audience

(1)

Reaching a busy audience

(1)

Knowing what's newsworthy

(1)

Deciding on Size and Frequency

(1)

Creating a Mailing List

(1)

Designing Your Company Newsletter

(3)

Making some design decisions

(1)

Putting together your newsletter

(2)

Using the Company Newsletter as a Marketing Tool

(4)

Creating an e-mail newsletter

(1)

Integrating print and e-mail newsletters

(1)

Making your e-mail newsletter a must-read

(3)

Putting Your Message in Writing: The Press Release

(10)

Writing a Press Release That Gets Picked Up by Media

(4)

At the top

(1)

The headline act and the lead role

(1)

Body building

100

(2)

Putting News in Your News Releases

102

(2)

Using a Press Release Checklist

104

(1)

Deciding How to Send Press Releases

105

(2)

Writing and Placing Feature Articles

107

(22)

Getting Exposure in Feature Articles

108

(3)

Avoiding beginners' mistakes

108

(1)

Coming up with ideas for articles

109

(2)

Selecting the Right Magazine

111

(3)

Finding the best target for articles

112

(2)

Avoiding puffery

114

(1)

Approaching editors one at a time

114

(1)

Making the Initial Contact

114

(1)

Writing a Query Letter

115

(7)

Querying the editor

115

(1)

Getting the query letter written

116

(4)

Using illustrations or photos

120

(1)

Following up on your query

120

(2)

Writing a Pitch Letter

122

(3)

Getting the Editor's Go-Ahead

125

(1)

Placing Articles Online

126

(3)

Promoting Yourself through Public Speaking

129

(16)

Reaching Key Audiences through Public Speaking

129

(6)

Finding speaking opportunities

130

(1)

Choosing the right talk

131

(1)

Screening speaking invitations

132

(1)

Negotiating your promotional deal

133

(2)

Preparing and Delivering Your Presentation

135

(5)

Organizing your presentation

136

(1)

Mastering the three parts of a talk

136

(2)

Timing it right

138

(2)

Using Visual Aids

140

(4)

Thinking twice about audiovisual aids

141

(1)

Giving your audience a handout

141

(1)

Using the ``green sheet'' method

142

(2)

Capturing Attendee Names for Your Prospect Database

144

(1)

Part IV: Choosing the Right Medium for Your Message

145

(100)

Getting Your Message Out

147

(12)

Compiling a Personal Contact List

147

(1)

Developing a Mass Media List

148

(1)

Distributing Materials to the Media

149

(1)

Getting to Know Global PR

149

(2)

Taking cultural differences into account

150

(1)

Keeping up with different media

150

(1)

Selecting PR Media

151

(1)

Reaching Reporters the Right Way

152

(1)

Turning the Press into a Client

152

(1)

Breaking through the PR Clutter

153

(3)

Using the surround strategy

153

(1)

Having a go-to guy

154

(1)

Offering an exclusive

155

(1)

Tying in to an existing story

155

(1)

Using timing in your favor

156

(1)

Following Up: The Media Blitz

156

(1)

Working Your ABC Lists

157

(1)

Separating Advertising and Editorial

157

(2)

Handling the Media

159

(12)

Meeting the Press

159

(3)

Analyst meetings

160

(1)

Media tours

161

(1)

Press conferences

161

(1)

Deskside briefings

162

(1)

Becoming Savvy with Media Interviews

162

(9)

Handling media interviews like a pro

162

(2)

Framing your story

164

(1)

Turning bad press into favorable coverage: The 15-10-15 formula

165

(1)

Handling hostile interviewers

166

(2)

Bettering your broadcast interviews

168

(3)

Tuning In to Radio

171

(12)

Getting the Facts about Radio

172

(1)

Looking at the Advantages of Radio over Other Media

172

(2)

Taking Advantage of Satellite Radio

174

(1)

Getting on the Radio

175

(2)

Making a pitch for yourself

175

(1)

Being an accessible expert

176

(1)

Preparing for Airtime

177

(2)

Boning up on your topic

178

(1)

Putting together a tip sheet

178

(1)

Being interviewed at home

179

(1)

Making a Good Impression during the Interview

179

(4)

Handling surprise gracefully

180

(1)

Don't make product pitches on the air

181

(2)

Getting PR on the Tube

183

(14)

Understanding How TV PR Differs from Print

183

(2)

Sorting Out the TV Shows

185

(1)

Targeting a Specific Show for Your PR Campaign

186

(1)

Preparing Your TV Media Kit

187

(5)

Article reprints

188

(1)

Media alerts

188

(2)

Prepared footage

190

(1)

Satellite feed services

191

(1)

Video news releases

192

(1)

Pitching Your Story to Producers

192

(1)

Doing TV PR on a Shoestring

193

(1)

Getting a Tape of Your Guest Appearance

194

(3)

Getting More Ink (Print Isn't Dead Yet)

197

(16)

Cracking the Journalists' Secret

197

(1)

Knowing What Not to Do

198

(2)

Catching an Editor's Eye with a ``Creative'' Press Release

200

(1)

Using a ``Hook'' to Snare Attention

201

(12)

Free-booklet press release

202

(2)

Special event, gimmick, or timely issue

204

(2)

New-product press release

206

(2)

Tie-in with current fad, event, or news

208

(1)

Survey-results press release

208

(1)

Trade-in press release

208

(3)

Call-to-action press release

211

(2)

Going Public in Cyberspace: Your Web Site

213

(18)

Designing a Media-Friendly Web Site

213

(4)

Company background/history

214

(1)

Key management

215

(1)

Press release archive

215

(1)

Financial information

216

(1)

Product/service catalog

216

(1)

Article/white paper library

216

(1)

Trade show list

217

(1)

Locations/facility information

217

(1)

Avoiding ``Speed Traps'' on Your Web Site

217

(1)

Ensuring Your Site Is User-Friendly

218

(2)

Understanding the Three Cs of E-Success

220

(1)

Designing a Sticky Web Site

221

(1)

Brainstorming More Ways to Make a Profit Online

222

(2)

Driving Traffic to Your Web Site

224

(7)

Making sure search engines can find your Web site

225

(2)

Keying in to keywords

227

(1)

Using paid search (or pay per click)

228

(3)

Getting a Grip on New Technology---Blogs, Webcasting, and Podcasting

231

(14)

Using Blogs for PR

231

(11)

Monitoring the blogs in your industry

232

(3)

Pitching to blogs

235

(2)

Creating your own blog

237

(1)

Using a blog for business

238

(4)

Podcasting

242

(2)

Keeping in touch with the media via podcasts

242

(1)

Getting started with podcasting

243

(1)

Webcasting

244

(1)

Part V: Creating Buzz

245

(52)

Getting Hits from Buzz Marketing and Viral Marketing

247

(16)

Understanding the Difference between Buzz Marketing and Viral Marketing

247

(1)

Examining the Effectiveness of Buzz Marketing

248

(1)

Boning Up on Basic Buzz Techniques

249

(3)

Educating people about your products and services

249

(1)

Identifying people most likely to share their opinions

249

(2)

Providing tools that make it easier to share information

251

(1)

Studying how, where, and when opinions are being shared

251

(1)

Listening and responding to supporters and detractors

252

(1)

Determining the Right Moment for Buzz

252

(1)

Generating More Exposure with Buzz Marketing

253

(2)

Identifying Brand Evangelists and Terrorists

255

(4)

Taking advantage of evangelists

255

(3)

Dealing with brand terrorists

258

(1)

Leveraging the Web and E-Mail for Maximum Buzz

259

(1)

Measuring and Tracking Buzz

260

(1)

Meeting the Legends of Buzz

261

(2)

Staging Publicity Events

263

(10)

Drawing Crowds and Gaining Publicity

264

(1)

Setting a Budget and Figuring the Cost

265

(1)

Controlling Event Costs

266

(1)

Determining Your Event's Theme and Concept

267

(2)

Planning the Event and Logistics

269

(1)

Publicizing Your Event

270

(1)

Measuring Event Results

271

(2)

Spotting and Seizing Opportunities

273

(6)

Remembering the Importance of Timing

273

(1)

Reacting to Current News and Events

274

(1)

Looking for an Opening

275

(2)

Getting Messages Noticed Quickly

277

(2)

Knowing What to Do in a PR Crisis

279

(8)

Defining a PR Crisis

279

(1)

Developing a Crisis Management Plan

280

(3)

Identifying a crisis

281

(1)

Assessing and reviewing the crisis

281

(1)

The crisis communications team meeting

282

(1)

Planning a crisis response

282

(1)

Communicating with key publics

282

(1)

Remembering the Rules in a Crisis

283

(1)

Demonstrating Care and Compassion

284

(1)

Thinking of Every Crisis as a Red Alert

285

(1)

Managing a Crisis with Success

285

(2)

Evaluating PR Results

287

(10)

Measuring by Advertising Equivalency

288

(1)

Making Media Impressions

289

(1)

Using Key Message Points

290

(1)

Market Research Isn't Always the Answer

291

(1)

Watching the Word Spread: Hiring Clipping Services

292

(1)

Measuring Inquiries and Sales

293

(2)

Taking the Long View of PR Success

295

(1)

Demonstrating Viability of the PR Department (Even in a Crunch)

296

(1)

Part VI: The Part of Tens

297

(40)

The Ten Greatest PR Coups of All Time

299

(8)

Lucky Strike

299

(1)

John D. Rockefeller

300

(1)

Tylenol

301

(1)

Bill Clinton's 1992 Presidential Campaign

301

(1)

The New VW Beetle

302

(1)

Cabbage Patch Kids

303

(1)

Domino's Pizza Meter

303

(1)

IBM Big Blue versus Gary Kasparov

304

(1)

Gillette Sensor Razor

305

(1)

Howard Stern and Sirius Satellite Radio

305

(2)

Ten Myths about PR --- Debunked

307

(6)

Press Releases Don't Work Anymore

307

(1)

``Legitimate'' Media Snub PR

308

(1)

Printed PR Doesn't Work without Follow-Up

308

(1)

You Need ``Contacts'' to Get Publicity

309

(1)

Editors Want to Be Wined and Dined

309

(1)

Snail Mail Is Awful; Overnight Delivery Services and Fax Work Great

310

(1)

You Can't Buy PR with Advertising

311

(1)

Every Fact Reported in the Media Is Checked and Verified

311

(1)

Getting Publicity Is a Matter of Luck and Timing

312

(1)

It Doesn't Take A Lot of Time

312

(1)

Ten Reasons to Do PR

313

(6)

You're a Little Fish in a Big Pond

313

(1)

Your Product or Service Is the Best --- and Nobody Knows about It

314

(1)

Your Product or Service Isn't Better than Anyone Else's

314

(1)

Management Cuts Your Marketing Communications Budget

315

(1)

Management Demands Tangible Results from Marketing Expenditures

316

(1)

Traditional Marketing Isn't Working as Well as It Used To

316

(1)

Your Competitors Get All the Good Press

317

(1)

You Need Venture Capital

317

(1)

You Are Media-Genic

317

(1)

You Really Enjoy Working with the Media

318

(1)

Ten Things You Should Never Do in the Name of PR

319

(8)

Lie or Mislead

319

(1)

Stonewall

319

(1)

Procrastinate

320

(1)

Be Inaccessible

320

(1)

Offer a Bribe

321

(1)

Turn Up Your Nose

321

(1)

Bore People

322

(1)

Be a ``No Man''

322

(2)

Sacrifice Long-Term Relationships for Short-Term Results

324

(1)

Behave Unethically

324

(3)

Ten Steps to Better PR Writing

327

(10)

Organizing!

327

(2)

Knowing Your Reader

329

(1)

Shunning ``Corporatese''

329

(2)

Avoiding Long Sentences

331

(1)

Using Short, Simple Words

332

(1)

Sidestepping ``Writer's Block''

333

(1)

Defining the Topic

334

(1)

Gathering Lots of Information

335

(1)

Writing, and Then Rewriting, Rewriting

335

(1)

Being Consistent

336

(1)

Appendix: Recommended Resources

337

(6)

Index

343

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Public Relations For Dummies

Summary

Author Biography

Table of Contents

Supplemental Materials