| Description |
xiii, 241 pages ; 24 cm |
| Contents |
What is public relations? the engineering of perception -- Everyone needs PR but I can't afford it -- Big agency vs small : bigger is not always better -- Strategy & tactics : who are we talking to? -- Brainstorming : there are no bad ideas -- Spin or win? assume media skepticism -- The target media & media lists -- Are you ready? getting the word out -- There's more than the New York Times : television, radio, community newspapers & newsletters -- How to stage manage the interview : don't blow it now -- News conferences : build it and they might not come -- Surveys, surveys, surveys : measuring public opinion -- Crisis communications : what to do if disaster strikes -- The internet : the new PR -- Performance-based PR : changing the playing field -- The worthy cause : PR to the rescue -- Read, read, read and other ways to stay ahead -- PR, advertising & journalism, synergies & frictions -- Evaluating the pr program : the nuts and bolts of measurement -- Learn from experience : mistakes you shouldn't make -- The future of public relations : what now? |
| Notes |
Includes index |
| Subject |
Public relations.
|
| LC no. |
2006020335 |
| ISBN |
9781419523670 (paperback) |
|
