Introduction 1

Part1: 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


Part2: 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


Part3: 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


Part4: 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


Part5: 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


Part6: 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