Public Relations For Dummies

Title Page
Copyright Page
Table of Contents
Introduction
	About This Book
	Foolish Assumptions
	Icons Used in This Book
	Beyond This Book
	Where to Go from Here
Part 1 PR: What It Is, How It Works
	Chapter 1 Understanding the Power of PR
		Recognizing Who Needs PR
		Beyond Stunts: Identifying the Real Value of PR
		Addressing the Relationship between PR and the Media
		Publicity Plus: Exploring the Many Components of PR
		Understanding What PR Isn’t
			Examining the Four Ps of marketing
			Paying for advertising while PR must be earned
				Control
				Repetition
				Credibility
				Audience
				Timeline
		Identifying Key Audiences That PR Can Reach
		Recognizing When PR Is the Missing (or Weak) Ingredient
	Chapter 2 Breaking Down the PR Process
		Pre-Planning Steps for a PR Plan
			Pinpointing relevant data and research to shape the process
			Defining your goals and objectives
		Working Out the Plan Details
			Putting together the PR plan
			Budgeting to get the job done
		Devising Winning PR Concepts: The Four Essential Elements
			Newsmaking
			Commercial message
			Media target
			Audience target
		Sharpening Ideas to Form Creative Promotions
		Assessing PR Ideas: Will It Work?
		Controlling Time and Chance
	Chapter 3 Working with PR Professionals
		Getting Professional Help
			Advertising agencies
			Public relations agencies
			Deciding whether to hire a PR firm
			Selecting a PR firm
			Freelancers
			Digital marketing agencies
			Social media agencies
			Content creators
			Community managers
			Branding and visual design
		Getting the Most out of Hired Help
			Starting on the right foot
			Establishing a working relationship
Part 2 Brainstorming and Thinking Creatively
	Chapter 4 Setting Up Your PR Team and Program
		Picking the PR Team
		Defining the Scope of Your Authority
		Integrating PR with the Rest of Your Business
		Setting Up the PR Command and Control Center
			Getting in gear
				Invest in an online media database subscription
				Develop a good media list
				Use an analytics service
				Become an expert on the media outlets
				Collect and maintain calendars for key media
				Assemble a complete list of vendors
				Sharpen your writing skills
				Network
			Creating and maintaining a media contact list
		Targeting Your PR Efforts
			Industry
			Size of company
			Location
			Job function or title of prospect within the company
			Application or use of your product
			Channels of distribution
			Affinity groups
			Specific end users
			Buying habits
	Chapter 5 Formulating Ideas
		Giving New Ideas a Chance
		Creating Profitable PR Programs
			Step 1: Clearly establish the goals of your PR program
			Step 2: Assemble pertinent facts
			Step 3: Gather general knowledge and stay up to date
			Step 4: Look for combinations
			Step 5: Sleep on it
			Step 6: Use a checklist
			Step 7: Get feedback
			Step 8: Team up
		Finding Other Ways to Turn on the Light Bulb
	Chapter 6 Using PR Tactics
		Going Where the Cameras Are
		Creating a Tie-in to a TV Show, Movie, or Web Series
		Spotlighting the Product
		Staging a Contest
		Working for a Worthy Cause
		Tying to a Holiday
		Conducting a Survey
		Staging an Event
		Making Them Laugh
		Waging a Trade-in Campaign
		Creating a Character
		Using Viral Digital Marketing
Part 3 Putting the PR Wheels in Motion
	Chapter 7 Broadcasting to Your Audiences across Key Channels
		Meeting Internal Needs: Creating Internal Communications Channels
		Updating Investors and Stakeholders
			Reaching a busy audience
			Knowing what’s newsworthy
			Knowing what to include on your website and online channels
		Posting Content: How Often Is Key
		Using Digital Newsletters as a Marketing Tool
			Planning and strategizing your newsletter
				Eyeing your newsletter’s design
				Putting together your newsletter
			Creating, managing, and protecting newsletter subscriber data
			Developing your subscriber list
			Creating a brand voice and making your newsletter a must-read
		Leveraging Social Media to Talk Directly to Your External Audiences
		Considering Other New Media Channels: Blogs and Podcasts
			Blogging
				Focus on your customer, not your product
				Keep posts short
				Create a content calendar
			Podcasting
	Chapter 8 Putting Your Message in Writing: The Press Release
		Writing a Press Release That Gets Picked Up by Media
			Identifying the parts of a press release
			Focusing on the headline and the lead
			Body building
		Putting News in Your News Releases
			Making your release stand out
			Formatting a press release
		Using a Press Release Checklist
		Distributing Press Releases
	Chapter 9 Writing and Placing Feature Articles
		Getting Exposure in Feature Articles
			Avoiding beginners’ mistakes
			Coming up with ideas for articles
				Case studies
				How-tos
				New products
				Developments and trends
		Selecting the Right Medium
			Finding the best target for articles
			Avoiding puffery
			Approaching editors one at a time
		Making the Initial Contact
		Writing a Pitch and Article Proposal
			Pitching the editor
			Writing the pitch and proposal
			Using images
			Following up
		Writing an Introductory or Subject Matter Expert Pitch
		Getting the Editor’s Go-Ahead
	Chapter 10 Leveraging Speaking and Thought Leadership Opportunities
		Reaching Key Audiences through Public Speaking
			Seeing why public speaking is so effective
			Finding speaking opportunities
			Choosing the right talk
			Screening speaking invitations
			Negotiating your promotional deal
				Turning one speech into an extended campaign
				Exchanging your “fee” for social media promotion
				Requesting assets to leverage for further promotion
		Preparing and Delivering Your Presentation
			Organizing your presentation
			Mastering the three parts of a talk
				Beginning a talk
				Focusing on the closing
				Remembering the middle
			Adding extra pizzaz to your talks
			Timing it right
		Utilizing Visual Aids
			Using audiovisual aids: When and how
			Giving your audience a handout
			Distributing your handout
		Capturing Attendee Information for Your Prospect Lists
Part 4 Choosing the Right Medium for Your Message
	Chapter 11 Getting Your Message Out
		Compiling a Personal Contact List
		Developing Targeted Media Lists
		Pitching to the Media
		Getting to Know Global PR
			Taking cultural differences into account
		Selecting PR Media
		Turning the Press into a Client
		Breaking through the PR Clutter
			Using the surround strategy
			Having a go-to expert
			Offering an exclusive
			Tying into an existing story
			Using timing in your favor
		Following Up: The Media Blitz
		Working Your ABC Lists
		Separating Advertising and Editorial
	Chapter 12 Navigating the Media
		Meeting the Press
			Analyst meetings
			Media tours
			Press conferences
			Deskside briefings and virtual coffee meetups
			Social media
		Becoming Savvy with Interviews
			Handling media interviews like a pro
			Framing your story
				Frame of definition
				Frame of perspective
				Frame of scope
				Frame of clarification
			Turning bad press into favorable coverage: The 15-10-15 formula
			Handling hostile interviewers
			Leveling up your broadcast interviews
				Mastering your look
				Preparing before the interview
				Focusing at the studio
				Nailing the interview
	Chapter 13 Tuning Into Traditional TV and Radio
		Understanding TV and What Makes It Different
		Sorting Out the TV Shows
		Targeting a Specific Show for Your PR Campaign
		Pitching Your Story to Producers
		Examining the Ins and Outs of Radio
			Getting the facts about radio
			Looking at the advantages of radio over other media
		Building Your TV and Radio Media Kit
			Media alerts: Notifying about events
			Recent media coverage: Pointing out past placements
			Clips of past media appearances: Showcasing your past work
			B-roll footage: Providing supplemental clips
			Tip sheet: Supplying some questions
		Making a Pitch for Yourself
		Preparing for Airtime
			Boning up on your topic
			Interviewing from home
		Making a Good Impression during the Interview
			Handling surprise gracefully
			Don’t make product pitches on the air
		Leveraging Your Media Appearances After They’ve Aired
	Chapter 14 New Media: Streaming, Social, Podcasts, and Beyond
		Exploring New Media: What It Is and Why It’s Taking Over
			Understanding why new media is taking over
			Comprehending algorithms
		Focusing on Streaming Options
			YouTube
			Web series
			Streaming services
			Podcasts
				Noting the forms of podcasts
				Recognizing the benefits of podcasts
			Blogs and other niche channels
			Microblogging
		Looking At Livestreaming
		Creating Short-Form Video Content
		Exploring Webinars, Virtual Events, and Digital Spaces
			Webinars
			Virtual events
			Digital spaces
				Social media groups
				Digital forums
				Workplace messaging tools
	Chapter 15 Turning Your Story into News
		Cracking the Journalists’ Secret
		Knowing What Not to Do
		Catching an Editor’s Eye
			It has a hook
			It interests prospects
		Using a Hook to Snare Attention
			Content-driven press release
				Preparing the release
				Using tracking links
			Special event, gimmick, or timely issue
			New product press release
			Tie-in with current trend, event, or news
			Trade-in press release
			Survey results press release
			Call-to-action press release
	Chapter 16 Crafting Your Digital Identity: Social Media and More
		Interacting with Your Audiences: The Where and Why
		Tapping into Social Media
			Building a multichannel brand
			Tracking key indicators
			Identifying types of social media posts
			Building a brand identity on social media
				Dos of building strong brand identity
				Don’ts to building brand identity
			Growing relationships and tracking progress
		Crafting Brand Identity across Other Forms of New Media
		Developing a Social Media–Friendly Website
			Making your website media-friendly
				Company background/history
				Company leadership
				Press release and media archive
				Financial information
				Product/service catalog
				Article/white paper library
				Trade show list
			Using SEO and keywords
			Ensuring that your site is also user-friendly
		Understanding the Three Cs of a Successful Digital Strategy
	Chapter 17 Grasping New Technology
		Looking At New and Emerging Technology
			Examining the relationship between PR and technology
			Being an early adopter without being reckless: The how-to
		Recognizing the New World of AI
			Looking closer at AI
				Generative AI
				Predictive AI
			Using AI in PR
			Knowing the risks of AI
		Exploring the Future with Web3
			Examining Web3: Blockchain at work
			Noting the benefits of Web3
			Considering some tools of Web3
		Understanding the Metaverse
Part 5 Creating Buzz
	Chapter 18 Getting Hits from Buzz and Viral Marketing
		Differentiating between Buzz Marketing and Viral Marketing
		Examining the Effectiveness of Buzz Marketing
		Boning Up on Basic Buzz Techniques
			Educating people about your products and services
				Sages
				Influencers
				Experts
				Mega hubs
			Providing tools that make it easier to share information
			Studying how, where, and when opinions are being shared
			Listening and responding to supporters and detractors
		Determining the Right Moment for Buzz
		Generating More Exposure with Buzz Marketing
		Identifying Brand Evangelists and Critics
			Partnering with evangelists
				Gathering and using testimonials
				Giving them a taste
				Creating and supporting communities
			Dealing with brand critics
		Leveraging Influencer Marketing for Maximum Buzz
			Working with influencers to promote your brand
			Adhering to influencer best practices
			Utilizing celebrity influencers
		Measuring and Tracking Buzz
		Meeting the Legends of Buzz
	Chapter 19 Staging Publicity Events
		Drawing Crowds and Gaining Publicity
		Setting a Budget and Figuring the Cost
		Controlling Event Costs
		Determining Your Event’s Theme and Concept
		Planning the Event and Logistics
		Publicizing Your Event
		Measuring Event Results
	Chapter 20 Spotting and Seizing Opportunities
		Remember the Importance of Timing
		React to Current News and Events
		Look for an Opening
		Get Messages Noticed Quickly
	Chapter 21 Knowing What to Do in a PR Crisis
		Defining a PR Crisis
		Developing a Crisis Management Plan
			Anticipating a crisis
			Identifying a crisis
			Assessing and reviewing the crisis
			The crisis communications team meeting
			Planning a crisis response
			Communicating with key publics
		Examining the Art of the Apology
		Remembering the Rules in a Crisis
		Demonstrating Care and Compassion
		Thinking of Every Crisis as a Red Alert
		Managing a Crisis with Success
	Chapter 22 Evaluating PR Results
		Measuring by Advertising Equivalency
		Making Media Impressions
		Using Key Message Points
		Market Research Isn’t Always the Answer
		Watching the Word Spread: Hiring Clipping Services
		Measuring Inquiries and Sales
		Taking the Long View of PR Success
		Demonstrating Viability of the PR Department (Even in a Crunch)
Part 6 The Part of Tens
	Chapter 23 Ten Myths about PR — Debunked
		PR Can Be Put on Pause
		PR Is Necessary Only in a Crisis
		PR Is about Your Contacts and Who You Know
		PR Is about Being Pushy
		PR Should Defer to Marketing for Strategy and Messaging
		PR Doesn’t Take a Lot of Time
		The Right Story Sells Itself
		You Have to Cast a Wider Net to Get More Opportunities
		PR Can Control What Journalists Publish
		Brands Should Play It Safe
	Chapter 24 Ten Steps to Better PR Writing
		Organize and Outline
		Know Your Reader
		Nail Down What You Want to Say
		Power through Writer’s Block
		Shun Jargon and Talk Like an Actual Person
		Be Concise
		Keep It Simple
		Be Specific
		Include Supporting Information
		Be Consistent
	Chapter 25 Ten Things You Should Never Do in PR
		Lie or Mislead
		Stonewall
		Procrastinate
		Be Inaccessible
		Offer a Bribe
		Turn Up Your Nose
		Bore People
		Be a “No Man”
		Sacrifice Long-Term Relationships for Short-Term Results
		Behave Unethically in PR
Appendix Recommended Resources
	Associations
	Industry Publications
	Books
	Media Database, Monitoring, Analytics, and Distribution Services
	Newswires
Index
EULA