Getting Publicity (Self-Counsel Business Series)

Contents......Page 4
INTRODUCTION......Page 16
a.What is publicity?......Page 18
c.The purpose of publicity......Page 19
d.The advantages of publicity......Page 20
e.Assess your own “publicity quotient”......Page 21
a. Introduction to the Publicity Planner......Page 24
b. The main components: A place and a plan......Page 25
c.Step one: Choosing a location......Page 26
d. Step two: Assembling the necessities......Page 28
e. Step three: Preparing the plan......Page 30
f. Set up your Publicity Planner......Page 32
b. Learn what the media want......Page 34
c. Become an opportunist......Page 35
d. Create your own opportunities......Page 38
e. Fifty perfectly promotable ideas......Page 45
f.Add to your Publicity Planner......Page 50
b. Start small......Page 52
c. Levels of accessibility in the media......Page 54
d. Work your way up......Page 62
a. Introduction......Page 64
b. What is a press release?......Page 65
c. Rules for writing press releases......Page 66
e. Tips to make your press releases sparkle......Page 76
g. The five fates of the press release......Page 86
h. To phone or not to phone......Page 91
i. Add to your Publicity Planner......Page 92
a. Introduction......Page 94
c. Weigh the advantages......Page 95
e. Guidelines......Page 96
f. Sources......Page 98
g. Add to your Publicity Planner......Page 100
a. Introduction......Page 102
b. The role of a media kit......Page 103
d. Contents......Page 104
e. Decide on your image......Page 116
f. Sweet stories of success......Page 117
g. Add to your Publicity Planner......Page 118
a. Introduction......Page 120
b. The new product release media kit......Page 121
c. Contents......Page 122
d. Create a “product” for a service-based business......Page 125
e. Find new places to send your kits......Page 127
g. Add to your Publicity Planner......Page 128
a. Introduction......Page 130
b. Where to send your information......Page 131
c. Prepare a media list......Page 137
d. Get the information out......Page 139
e. Evaluate and update your media list......Page 141
f. Add to your Publicity Planner......Page 142
b. Be prepared for the telephone call......Page 144
c. The pre-interview......Page 145
f. The ABCs of interview success......Page 146
g. Interview tips......Page 147
h. Practice, practice, practice......Page 150
i. Add to your Publicity Planner......Page 152
b. Makeup......Page 154
c. Clothing......Page 158
d. Accessories......Page 159
f. Full dress rehearsal......Page 160
h. Last-minute appearances......Page 161
i. Add to your Publicity Planner......Page 162
b. Begin at the beginning......Page 164
d. Write your own script......Page 165
f.  World without walls......Page 166
g. In the studio......Page 167
i. The chatroom experience......Page 168
j. Add to your Publicity Planner......Page 169
a. Introduction......Page 170
b. The benefits of public speaking......Page 171
c. Begin with the basics......Page 172
d. Design a presentation......Page 173
f. Giveaways......Page 174
h. Add to your Publicity Planner......Page 175
b. Win publicity with your pen......Page 176
c. Various forms of writing......Page 177
d. Rules for writing......Page 179
f. Add to your Publicity Planner......Page 180
b. Establish cordial media relations......Page 182
c. Pyramid on previous publicity......Page 184
d. Watch your timing......Page 186
f. Use public service announcements......Page 187
g. Hold a news conference......Page 188
h. Include the Internet......Page 195
i. Practice damage control......Page 198
k. Add to your Publicity Planner......Page 199
b. Work out a budget......Page 200
c. Review your publicity plans......Page 203
d. A one-year publicity plan case study......Page 206
b. Questions and answers......Page 220
1 Test your P.Q.......Page 22
2 Assessing your publicity goals......Page 31
3 Writing a press release......Page 77
4 Media list worksheet......Page 133
5 Publicity budget......Page 202
1 Press release......Page 67
2 Press release - layout......Page 73
3 Basic press release......Page 79
4 Press release using quotes......Page 82
5 Press release: Alternative use of quotes......Page 84
6 Press release: Radio, emphasizing sounds......Page 87
7 Press release: Television, emphasizing visuals......Page 88
8 Labelling and captioning for photographs......Page 99
9 Press release for media kit......Page 106
10 Cover letter......Page 108
11 Fact sheet......Page 110
12 Biography......Page 112
13 Quotes from media......Page 113
14 Suggested questions......Page 114
15 Press release for new product release kit......Page 123
16 Cover letter for new product release kit......Page 124
17 New product release for service-based business......Page 126
18 Answers to difficult questions......Page 149
19 Public service announcement - 20 seconds......Page 189
20 Public service announcement - 10 seconds......Page 190
21 Media advisory - news conference......Page 193
22 New business case study: Talk of the Town telephone store......Page 207
23 Press release - grand opening......Page 209
24 Press release - seasonal......Page 211
25 Press release - free offer......Page 213
26 Press release - holiday promotion......Page 215
27 Press release - charitable contribution......Page 217
28 Press release - seminar......Page 219
1 Review your press release......Page 78
2 Review your photographs and drawings......Page 101
3 Interview etiquette......Page 153
4 Television appearance checklist......Page 157