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A Guide to Preparing Cost-Effective Press Releases [NOOK Book]

Overview

A Guide to Preparing Cost-Effective Press Releases is an instructional approach to writing and effectively using the press release. It offers suggestions and recommendations for creating basic press releases and details how the release can extend the life of an ad campaign, providing high degree publicity at low cost.

In an age of great emphasis on high performance, cost effectiveness, measurable success, and fast results, this book explains ...
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A Guide to Preparing Cost-Effective Press Releases

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Overview

A Guide to Preparing Cost-Effective Press Releases is an instructional approach to writing and effectively using the press release. It offers suggestions and recommendations for creating basic press releases and details how the release can extend the life of an ad campaign, providing high degree publicity at low cost.

In an age of great emphasis on high performance, cost effectiveness, measurable success, and fast results, this book explains how a well-developed press release program can “super charge” an advertising program. Robert Loeffler reviews the basics of press release writing, gives several examples of successful press releases, and explains in detail how the reader can set up an ongoing press release program to provide a high degree of effective publicity at very low cost. As a major form of communication for businesses, public and private institutions, and the government, the press release is a tailor-made promotional tool for both large and small budgets.

Loeffler discusses the mechanics of writing press releases, providing the press release writer with:
  • a diagrammed writing approach for clear structure
  • a list of do's and don'ts to prevent common errors
  • samples of the most common types of releases
  • a step-by-step explanation of release production, so as not to overlook important tasks for completion
  • suggestions on how to write related releases, such as tradeshow press kits
Experienced in-house communications and PR writers, nonprofit PR staffs, government and military public affairs staffs, and advertising agency writers will find Loeffler's book a handy reference for polishing press release writing skills. College undergraduate classes in journalism, technical writing, and business communication will find A Guide to Preparing Cost-Effective Press Releases a useful tool in learning the fundamentals of press release writing.
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Editorial Reviews

Booknews
Loeffler reviews the basics of press release writing, gives examples of successful press releases, and explains how to set up an ongoing press release program that provides effective publicity at very low cost. Paper edition (882-3), $19.95. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9781317765349
  • Publisher: Taylor & Francis
  • Publication date: 2/4/2014
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 130
  • File size: 2 MB

Table of Contents

Foreword
Preface
Ch. 1 Press Releases Are a Good Investment for Any Promotion Program 1
Ch. 2 Press Release Fundamentals in a Nutshell 5
Inverted Pyramid Style 5
Press Release Do's 8
Press Release Don'ts 9
Press Release Do's Explained 10
Press Release Don'ts Explained 15
Press Release Format 17
Release Composition Suggestions 18
Style Books and Dictionaries 19
Ch. 3 Press Release Production 21
Clerical Aids 22
Typing the Release 24
Logbook Sheet 24
Mailing List - Distribution 25
The Press Release Mailing List 26
Label vs. Printing on the Envelope 29
Proofreading the Release 30
Printing and Mailing the Release 30
Press Release Reproduction 32
Response Device for Inquiries 33
Press Release Production Checklist 34
Ch. 4 Picking a Public Relations Agency 37
Screening Potential Public Relations Firms 38
Meeting Prospects 40
Rating Prospects 41
Final Selection/Rate Negotiation 42
Ch. 5 What to Write About 43
Categories of Information 44
Press Release Examples 50
Press Kits 88
Tradeshows 90
Open House 92
The Feature Article 94
Ch. 6 Press Release Program 99
Program Goals 99
Program Balance 100
Editorial Opportunities 101
Weekly and Monthly Updates 101
Production Cycle 102
Press Release Program Questions 104
Getting the Most Out of Mentions 104
Program Evaluation 105
Ch. 7 When Time Is of the Essence 109
Telefax 109
Telex 110
Overnight Courier Service 110
Overseas Courier Service 111
Index 113
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