Cathy Bussey

Brilliant PR (eBook, PDF)

Create A Pr Sensation, Whatever Your Budget, Whatever Your Business

• Format: PDF

Produktbeschreibung

Written by the features editor of the leading UK weekly for PR professionals, PRWeekand featuring contributions from journalists, PR professionals and small business owners, this book shows you how to successfully use PR to promote yourself and your business.

Coveringevery aspect of public relations, from identifying your compelling proposition, pitching a story and writing a press release, through to mastering social media and executing a good campaign, it is packed full of insider stories, sample press releases and examples of good PR, so you'll find out how to make a winning impact.

Brilliant Outcomes :

• Learn how to present yourself or your business to the public
  
  
• Understand the elements of a PR campaign and how to pitch to the media
  
  
• Find out how to manage a crisis
  
  
• Discover the power of social networking and how to get noticed online
  
  

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Produktdetails

• Verlag: Pearson HigherEducation
• Seitenzahl: 168
• Erscheinungstermin: 21. September 2011
• Englisch
• ISBN-13: 9780273746607
• Artikelnr.: 39202977

Autorenporträt

Cathy Wallace is features editor of PRWeek, the leading title for the UK PR industry. Prior to PRWeek she worked for a range of daily and weekly newspapers and magazines, and first cut her teeth as a trainee reporter on a local newspaper more than seven years ago.

Inhaltsangabe

Introduction: what is PR?
A brief introduction to public relations, how it works and the benefits it
can bring to businesses and individuals.
 
First things first: identifying your USPs
What are the key messages you want to get out there? Discover what it is
that makes your business different: is it the product or service you offer,
your pricing structure, excellent customer service, the personal touch? And
how will you package your USP, key messages, logo and branding into a
consistent format and preparing your business for wider scrutiny and
exposure?
 
Essential background: understanding the media
What are the different media outlets local, regional and national press,
local, regional and national radio, regional and national TV, trade press,
consumer magazines, bloggers, social networking websites and wider online
media. How does each sector of the media work and how do you choose which
media outlets to target? Understand what journalists really want and how to
develop relationships with key media contacts.
 
Telling stories: how to create a good news story or feature
How do you find the right person to pitch to and  how do you prepare a
complete package to make the journalists life as easy as possible (making
them more likely to run your story)?. How do you find a news angle for
them and write a basic press release. This chapter also includes dos and
donts, and a list of top tips from journalists on what they look for in a
pitch.
 
The campaign: successful strategies for consistent and ongoing media
coverage
Includes experiential and stunt-based PR; competitions and promotional
initiatives; targeting trade press; raising your personal profile;
generating quality coverage through ongoing initiatives and news hooks.
Advice on ideas generation from a PR professional. Getting the media on
your side. When to be careful of over-exposure and pushing too hard, and
how to avoid souring ongoing relationships.
 
Your online presence: websites, copy, blogs, networking and much more!
How to generate a presence online through blogging, social networking and
sharing content. Blogger relations and how to build online networks.
 
Crisis management: dealing with negative stories, factual inaccuracies and
other problems
Develop strategies to deal with negative publicity and ways to turn it into
a positive outcome.
 
Conclusion: next steps
Take your PR to the next level including: negotiating exclusives,
incorporating advertising and other marketing initiatives, expanding your
remit, when to take on a PR agency and how to choose one that will service
your needs the best.
 
Glossary/jargon busting:
A guide to some of the oft-used terminology in media and PR, and how to
both avoid, and see through, it.