Power Public Relations Hard

Overview

From the White House to Hollywood, from Internet start-ups to corporate giants, a dynamic discipline--power public relations--is continuing to shape the fortunes of today's corporations, politicians, heroes, and products. No longer just a prop to marketing or corporate communications, public relations has become a powerful, persuasive discipline and a force to be reckoned with.

What exactly is power PR? It's a research-based matrix of sophisticated public relations techniques ...

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Overview

From the White House to Hollywood, from Internet start-ups to corporate giants, a dynamic discipline--power public relations--is continuing to shape the fortunes of today's corporations, politicians, heroes, and products. No longer just a prop to marketing or corporate communications, public relations has become a powerful, persuasive discipline and a force to be reckoned with.

What exactly is power PR? It's a research-based matrix of sophisticated public relations techniques being used to influence thinking and shape public reaction. An arsenal of powerful tactics for the aggressive engineering of perception, power PR is a major branch of organizational functioning and the essential element for success in business or politics today.

Leonard Saffir's Power Public Relations chronicles this new PR--from its infancy in mass media to its apex in the Information Age--and offers a myriad of examples of power PR in action--in business, in politics, in entertainment, on the Internet, in the courtroom, in the news, and elsewhere. Complete with hands-on advice for working with the media, capturing public interest, and building and evaluating a successful public relations program, Power Public Relations presents new opportunities for anyone who understands the new PR and puts it to work.

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Product Details

  • ISBN-13: 9780658000607
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 12/28/1999
  • Edition description: 2ND
  • Edition number: 2
  • Pages: 336
  • Product dimensions: 6.30 (w) x 9.32 (h) x 0.92 (d)

Table of Contents

Acknowledgments VII
Foreword IX
Preface XI
1. The Art of Making Up Minds 1
2. Integrated Marketing 9
3. Using Surveys as a Publicity Tool 35
4. PR as a Strategic Weapon 43
5. Power Public Relations in the Making of a President 53
6. The Power of Internet Public Relations 61
7. Promotional Philanthropy 67
8. How PR Can Replace Advertising 77
9. Think Big (Sometimes) 99
10. The Secrets of Crisis Management 105
11. Gentrifying the National Enquirer 125
12. From Lawsuits to Murder Trials 133
13. New Ways That PR Serves Clients 149
14. How to Stage-Manage the Interview 175
15. Getting on Radio and Television 193
16. Running Effective News Conferences 205
17. Building and Running a PR Firm 219
18. Building Strategies 241
19. Evaluating the PR Program 253
20. How PR Is Sold--and How It Should Be Bought 265
21. A Look Ahead at Power Public Relations 283
Index 313
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