Straight Talk About Public Relations What You Think You Know Is Wrong

Learn the essentials of public relations – how to write a compelling press release, successfully pitch the media, write an editorial that wows, create a persuasive social media campaign, engage audiences with powerful content marketing, and measure PR success – in this witty, no-holds-barred introduction to the art of public relations.

The book is perfect for entrepreneurs, small business owners, students, and those new to the PR business. It differs dramatically from the competition in that it separates fact from fiction. You'll learn that there are no easy solutions (in spite of what many authors say, most advertising and social media marketing doesn't work). Persuading people to buy products or services or support causes is difficult. But there are tactics that work – and you'll find them in this book.

Bottom line: you'll learn that how well you write and deliver your messages are the keys to PR success. And this book will offer you those keys – the essential tools you need to know and will soon be able to master.

Robert Wynne is president of the PR and events agency Wynne Communications and a contributor on public relations to Forbes magazine. He was formerly Director of Communications at USC's Marshall School of Business, Director of Marketing at Manatt, Phelps & Phillips, and a reporter for Newsweek and the Los Angeles Times. He's provided PR counsel to MIT, Raytheon, Ferrari-Maserati, USC, Tennis Industry Association, UCLA, and many others. He also hosts yearly PR events for business, medical, and engineering PR professionals. He holds an MA in Communications (University of Texas at Austin) and lives in the Los Angeles, California, area.

Introduction

Part 1: Traditional Public Relations
1. Public Relations Defined
2. A Brief History of Public Relations
3. Why Public Relations Works While Advertising Doesn’t
4. Lessons in Persuasion: Writing and Placing Press Releases, Pitch Letters, and Editorials

Part 2: Social Media Public Relations
5. Social Media Fallacies
6. Lessons in Social Media: Realistic Ways Publicity Works Using Digital Methods
7. Twitter is Best: How to Use It for PR
8. The Dark Side of Social Media

Part 3: Content Marketing
9. The Changing World of Public Relations
10. A Brief History of Content Marketing
11. Why Content Marketing Has Become Essential for Public Relations
12. Lessons in Content Marketing: What, How, and When to Publish

Part 4: PR Measurement
13. Basics in Measuring PR Efforts
14. The Barcelona Principles
15. Measuring Social Media Efforts
16. Lessons in PR Measurement: Using Advertising Value Equivalents (AVE) to Measure the Value of PR Efforts

Conclusion

Appendix: The Five Best PR Campaigns of All Time

Index
About the Author