Insider's Guide to Cashing in on Your Equity / Edition 2

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Zweig White & Associates is the largest, most diverse organization devoted exclusively to serving the management needs of architecture, engineering, planning, and environmental consulting firms. We exist to make our clients more successful.
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Product Details

  • ISBN-13: 9781885002334
  • Publisher: ZweigWhite
  • Publication date: 8/1/2001
  • Edition description: REVISED
  • Edition number: 2
  • Pages: 202

Table of Contents

  • The Benefits of Publicity
  • What Makes a Good Publicist?
  • The Purpose of Publicity
  • General Benefits of Publicity
  • Publicity Outside the industry
  • Publicity within the Industry
  • Research
  • The Value of Research
  • Selecting Publications
  • Developing a Publications List
  • Narrowing the Focus
  • Media Kits
  • Gaining a Deeper Understanding of Readership
  • More Sources of Information
  • Using What You've Learned
  • What is News?
  • Locating the Norm
  • What is News?
  • Pushing the Norm
  • Testing News Value of Your Stories
  • How to Find News
  • Don't Stop with Single-focus Stories
  • Multidimensional Stories
  • Working with Clients
  • Expanding Publicity Efforts
  • Storytelling: Finding all the Angles
  • Getting Published in the Industry
  • Getting Published Outside the industry
  • Shaping a Story
  • How to Make News
  • Publishing Original Research
  • Media Events
  • Seeing is Believing: the Media Tour
  • Timing the Tour—Before or after the Big Event?
  • Other Perspectives
  • Freedom of the Press
  • Awards
  • Creating "Stars" at the Firm
  • Pro-bono Work
  • Community and Professional involvement
  • Packaging Your Story
  • Story Guidelines
  • News Releases
  • Advisories
  • Fact Sheets, Firm Description and Backgrounders
  • Query Letters
  • Information Packets
  • Using Photography and Illustration
  • Researching a Publication's Visual Norm
  • When to Use Photos/Illustrations
  • Using images Alone or in a Series
  • Packaging Photos and Illustrations
  • Working with Editors and Writers
  • Editors: Frontline Defense or Ally?
  • Contacting the Editor
  • Working with Writers
  • The Secret of Successful interviews
  • Exclusivity
  • When You Don't Get Publicity
  • Contacting the Media When Your Story Has Been Rejected
  • Get More Mileage from Publicity
  • Reprints and Clips
  • Lasting Benefits of Publicity
  • Communicating in a Crisis
  • When You Don't Want Publicity
  • Preplanning for a Crisis
  • Creating a Plan
  • Public Relations Planning
  • Comprehensive Plan
  • Fact Finding
  • Research
  • The Comprehensive PR Plan
  • Objectives, Audiences, Messages, Strategies
  • Case Studies
  • Publicity and Business Goals
  • A Final Word
  • Appendices
  • Interview Tips
  • Broadcast Interview Tips
  • Resources
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