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PR secrets for making a splash with your brand
Public relations (PR) is about building a great reputation for a brand, a product, or even a person. Public Relations For Dummies is a crash course on strategically and creatively sculpting public opinion. Discover the step-by-step process for planning and executing a good PR campaign. This handy guide explains exactly how, when, and why to use press releases, articles, social media, and other outlets to promote your message. And you'll get easy ideas for tracking the success of your PR efforts-so you can do even better next time.
Inside...
Grasping how PR campaigns work Comparing PR and advertising Utilizing classic PR tactics Using speaking engagements, podcasts, virtual events Responding to a PR crisis Avoiding common mistakesPR secrets for making a splash with your brand
Public relations (PR) is about building a great reputation for a brand, a product, or even a person. Public Relations For Dummies is a crash course on strategically and creatively sculpting public opinion. Discover the step-by-step process for planning and executing a good PR campaign. This handy guide explains exactly how, when, and why to use press releases, articles, social media, and other outlets to promote your message. And you'll get easy ideas for tracking the success of your PR efforts-so you can do even better next time.
Inside...
Grasping how PR campaigns work Comparing PR and advertising Utilizing classic PR tactics Using speaking engagements, podcasts, virtual events Responding to a PR crisis Avoiding common mistakesEric Yaverbaum is the co-founder and CEO of Ericho Communications. With decades of experience in public relations, he has worked with clients like Sony, IKEA, and H&M. Eric is a bestselling author of several titles, including Leadership Secrets of the World's Most Successful CEOs, which has sold more than a million copies.
Introduction 1
Part 1: PR: What It Is, How It Works 5
Chapter 1: Understanding the Power of PR 7
Chapter 2: Breaking Down the PR Process 21
Chapter 3: Working With PR Professionals 35
Part 2: Brainstorming and Thinking Creatively 47
Chapter 4: Setting Up Your PR Team and Program 49
Chapter 5: Formulating Ideas 67
Chapter 6: Using PR Tactics 75
Part 3: Putting the PR Wheels in Motion 85
Chapter 7: Broadcasting To Your Audiences across Key Channels 87
Chapter 8: Putting Your Message in Writing: The Press Release 101
Chapter 9: Writing and Placing Feature Articles 111
Chapter 10: Leveraging Speaking and Thought Leadership Opportunities 129
Part 4: Choosing the Right Medium for Your Message 147
Chapter 11: Getting Your Message Out 149
Chapter 12: Navigating the Media161
Chapter 13: Tuning Into Traditional TV and Radio 175
Chapter 14: New Media: Streaming, Social, Podcasts, and Beyond 197
Chapter 15: Turning Your Story into News 211
Chapter 16: Crafting Your Digital Identity: Social Media and More 225
Chapter 17: Grasping New Technology 245
Part 5: Creating Buzz 259
Chapter 18: Getting Hits from Buzz and Viral Marketing 261
Chapter 19: Staging Publicity Events 279
Chapter 20: Spotting and Seizing Opportunities 289
Chapter 21: Knowing What to Do In a PR Crisis 293
Chapter 22: Evaluating PR Results 305
Part 6: The Part of Tens 315
Chapter 23: Ten Myths about PR - Debunked 317
Chapter 24: Ten Steps to Better PR Writing 325
Chapter 25: Ten Things You Should Never Do In PR 333
Appendix: Recommended Resources 339
Index 347
| Erscheinungsjahr: | 2025 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Einband - flex.(Paperback) |
| ISBN-13: | 9781394284870 |
| ISBN-10: | 139428487X |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Yaverbaum, Eric |
| Auflage: | 3rd edition |
| Hersteller: | Wiley |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 232 x 186 x 26 mm |
| Von/Mit: | Eric Yaverbaum |
| Erscheinungsdatum: | 11.03.2025 |
| Gewicht: | 0,476 kg |
Eric Yaverbaum is the co-founder and CEO of Ericho Communications. With decades of experience in public relations, he has worked with clients like Sony, IKEA, and H&M. Eric is a bestselling author of several titles, including Leadership Secrets of the World's Most Successful CEOs, which has sold more than a million copies.
Introduction 1
Part 1: PR: What It Is, How It Works 5
Chapter 1: Understanding the Power of PR 7
Chapter 2: Breaking Down the PR Process 21
Chapter 3: Working With PR Professionals 35
Part 2: Brainstorming and Thinking Creatively 47
Chapter 4: Setting Up Your PR Team and Program 49
Chapter 5: Formulating Ideas 67
Chapter 6: Using PR Tactics 75
Part 3: Putting the PR Wheels in Motion 85
Chapter 7: Broadcasting To Your Audiences across Key Channels 87
Chapter 8: Putting Your Message in Writing: The Press Release 101
Chapter 9: Writing and Placing Feature Articles 111
Chapter 10: Leveraging Speaking and Thought Leadership Opportunities 129
Part 4: Choosing the Right Medium for Your Message 147
Chapter 11: Getting Your Message Out 149
Chapter 12: Navigating the Media161
Chapter 13: Tuning Into Traditional TV and Radio 175
Chapter 14: New Media: Streaming, Social, Podcasts, and Beyond 197
Chapter 15: Turning Your Story into News 211
Chapter 16: Crafting Your Digital Identity: Social Media and More 225
Chapter 17: Grasping New Technology 245
Part 5: Creating Buzz 259
Chapter 18: Getting Hits from Buzz and Viral Marketing 261
Chapter 19: Staging Publicity Events 279
Chapter 20: Spotting and Seizing Opportunities 289
Chapter 21: Knowing What to Do In a PR Crisis 293
Chapter 22: Evaluating PR Results 305
Part 6: The Part of Tens 315
Chapter 23: Ten Myths about PR - Debunked 317
Chapter 24: Ten Steps to Better PR Writing 325
Chapter 25: Ten Things You Should Never Do In PR 333
Appendix: Recommended Resources 339
Index 347
| Erscheinungsjahr: | 2025 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Einband - flex.(Paperback) |
| ISBN-13: | 9781394284870 |
| ISBN-10: | 139428487X |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Yaverbaum, Eric |
| Auflage: | 3rd edition |
| Hersteller: | Wiley |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 232 x 186 x 26 mm |
| Von/Mit: | Eric Yaverbaum |
| Erscheinungsdatum: | 11.03.2025 |
| Gewicht: | 0,476 kg |
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