The PR masterclass : how to develop a public relations strategy that works! /

• Κύριος συγγραφέας: Singleton, Alex (Συγγραφέας)
• Μορφή: Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Chichester, West Sussex, United Kingdom : Wiley, [2013]
• Θέματα: Public relations.; Consultations.; Public relations > Great Britain.; BUSINESS & ECONOMICS > Advertising & Promotion.; Electronic books.

"The PR Masterclass is written by former newspaper, magazine and digital journalist Alex Singleton, who is now a prominent PR trainer and consultant. It reveals the secrets of effective PR and shows how to put in place a practical, reliable and successful media strategy for your product, busine...

Πίνακας περιεχομένων:

• Chapter 1: Why Public Relations Campaigns Fail
• and How to Make Them Succeed; Ignorance isn't bliss; How to get started; The dreary product or personnel announcement; What higher-level PR looks like; How to capture the results of good PR; The need to measure PR; What to avoid; When PR won't work; The miracle cure; Chapter 2: How to Develop a Story Idea that Is Newsworthy; The three types of news story; The perspective of the journalist; Luke Skywalker vs. Darth Vader; Opinion polls; Data and research.
• Reframing how we view the world; Gamification; The bandwagon; The grenade; Days and weeks; Scarcity; Diary stories; Product reviews; The specific challenge of business-to-business stories; Chapter 3: How to Build and Maintain an Effective List of Journalists; Pay-for press-release newswires; How to build a list properly; How to build a relationship with the press; How to get the best results when emailing the press; Chapter 4: How to Write an Attention-Grabbing Press Release; The case for length; The inverted pyramid; Why newspaper standards matter; The problem of corporate waffle.
• Effective headlines; Press releases with no real story; What if the press release delivers bad news?; How to take and issue photographs; Photographs for report covers; Press conferences; Why you should avoid sending attachments; Customised press releases; "Did you get my press release?"; Embargoes; Giving advance notice; Newswires; Chapter 5: Dealing with Incoming Media Enquiries; Incoming phone calls; Online media centre; Unhelpful press offices; Smelling a rat or an opportunity worth avoiding; Withdrawing the use of a press office; Crisis contingency planning.
• Chapter 6: How to Successfully Pitch a Letter; The spirit of a letters page; The competition; How a letters page is split up; What to avoid; A correcting letter; The position letter; The informative letter; The anonymous letter; The grassroots or astroturf letter; The group letter; When to submit your letter; Getting the details right; How often should you write?; Chapter 7: Persuade the Public with Compelling Comment Articles; The expert position; How to pitch the article; When to pitch a comment article; When a publication approaches you; Tricks for writing newspaper-quality articles.
• The content of an article; Newspaper grammar; Proofreading; The most important word in the English language; The Flesch-Kincaid reading ease test; Promoting the article; Dealing with rejection; The problem with American newspaper columns; Chapter 8: The Secrets of Effective Television and Radio Appearances; Appearing on television; Appearing on radio; Your own radio studio; The pre-record; Don't be a robot; Start off small; Preparation; The snowball; Chapter 9: How to Choose an Agency or Consultant; How to select an agency; Audit your communications first.