Public Relations For Dummies

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Public Relations For Dummies

by Eric Yaverbaum, Ilise Benun
with Robert W. Bly

Wiley | May 30, 2006 | Trade Paperback

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Proven techniques that maximize media exposure for your business


A seasoned PR pro shows you how to get people talking

When it comes to public relations, nothing beats good word of mouth. Want to get customers talking? This friendly guide combines the best practical tools with insight and flair to provide guidance on every aspect of PR, so you can launch a full-throttle campaign that''ll generate buzz -- and build your bottom line.

Discover how to
* Map a winning PR strategy
* Grab attention with press releases, interviews, and events
* Cultivate good media relations
* Get print, TV, radio, and Internet coverage
* Manage a PR crisis

Format: Trade Paperback

Dimensions: 388 pages, 9.25 × 7.37 × 0.78 in

Published: May 30, 2006

Publisher: Wiley

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0471772720

ISBN - 13: 9780471772729

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– More About This Product –

Public Relations For Dummies

by Eric Yaverbaum, Ilise Benun
with Robert W. Bly

Format: Trade Paperback

Dimensions: 388 pages, 9.25 × 7.37 × 0.78 in

Published: May 30, 2006

Publisher: Wiley

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0471772720

ISBN - 13: 9780471772729

Table of Contents

Introduction. Part I: PR: What It Is, How It Works. Chapter 1: The Power of PR. Chapter 2: X-Raying the PR Process. Chapter 3: Hiring Professional PR Help. Part II: Brainstorming and Thinking Creatively. Chapter 4: Setting Up Your PR Department and Program. Chapter 5: Formulating Ideas. Chapter 6: Using PR Tactics. Part III: Putting the Wheels in Motion. Chapter 7: Creating a Company Newsletter. Chapter 8: Putting Your Message in Writing: The Pres Release. Chapter 9: Writing and Placing Feature Articles. Chapter 10: Promoting Yourself through Public Speaking. Part IV: Choosing the Right Medium for Your Message. Chapter 11: Getting Your Message Out. Chapter 12: Handling the Media. Chapter 13: Tuning In to Radio. Chapter 14:Getting PR on the Tube. Chapter 15: Getting More Ink (Print Isn’t Dead Yet). Chapter 16: Going Public in Cyberspace: Your Web Site. Chapter 17: Getting a Grip on New Technology — Blogs, Webcasting, and Podcasting. Part V: Creating Buzz. Chapter 18: Getting Hits from Buzz Marketing and Viral Marketing. Chapter 19: Staging Publicity Events. Chapter 20: Spotting and Seizing Opportunities. Chapter 21: Knowing What to Do in a PR Crisis. Chapter 22: Evaluating PR Results. Part VI: The Part of Tens. Chapter 23: The Ten Greatest PR Coups of All Time. Chapter 24: Ten Myths about PR — Debunked. Chapter 25: Ten Reasons to Do PR. Chapter 26: Ten Things You Should Never Do in the Name of PR. Chapter 27: Ten Steps to Better PR Writing. Appendix: Recommen
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From the Publisher

Proven techniques that maximize media exposure for your business


A seasoned PR pro shows you how to get people talking

When it comes to public relations, nothing beats good word of mouth. Want to get customers talking? This friendly guide combines the best practical tools with insight and flair to provide guidance on every aspect of PR, so you can launch a full-throttle campaign that''ll generate buzz -- and build your bottom line.

Discover how to
* Map a winning PR strategy
* Grab attention with press releases, interviews, and events
* Cultivate good media relations
* Get print, TV, radio, and Internet coverage
* Manage a PR crisis

From the Jacket

Proven techniques that maximize media exposure for your business

A seasoned PR pro shows you how to get people talking

When it comes to public relations, nothing beats good word of mouth. Want to get customers talking? This friendly guide combines the best practical tools with insight and flair to provide guidance on every aspect of PR, so you can launch a full-throttle campaign that''ll generate buzz - and build your bottom line.

Discover how to

  • Map a winning PR strategy
  • Grab attention with press releases, interviews, and events
  • Cultivate good media relations
  • Get print, TV, radio, and Internet coverage
  • Manage a PR crisis

About the Author

Eric Yaverbaum: Eric Yaverbaum co-founded Jericho Communications, a New York City–based PR firm, and served as its president for 21 years before moving to Lime Public Relations and Promotions, where he currently serves as a Managing Partner and Director of Client Services. He has more than 25 years of experience in the practice of public relations and has earned a reputation for his unique expertise in strategic media relations, crisis communications, and media training. Eric has amassed extensive experience in counseling a wide range of clients in corporate, consumer, retail, technology, and professional-services markets and in building brands such as Sony, IKEA, Domino’s Pizza, TCBY, Progressive Insurance, and American Express, among many others. Eric has acted as corporate spokesperson on behalf of dozens of clients, including Domino’s Pizza, Hain-Celestial Food Group, Prince Tennis Rackets, and Camp Beverly Hills Clothing. He is a regular on the lecture circuit, speaking to professional organizations across the country on the art of public relations. He has been a guest on many national and regional television and radio programs and networks, including all of the network morning shows, FOX & Friends, and Larry King Live, to name a few. Eric has written many articles for trade journals and daily newspapers on various topics in public relations and co-authored the best-selling book I’ll Get Back to You (McGraw-Hill) and Leadership Secrets of the
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Editorial Reviews

"… the ideas herein will make your creative mind fly for sure!" ("TamsPalm Blog," September 2006)
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