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Power Public Relations: How to Get PR Tor to Work for You

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How do leading organizations win constant media attention, keep company confidence high, and attract valuable new business and top-flight employees? How do public figures and politicians capture the media spotlight and stay in the public eye? And how do successful entrepreneurs and professionals move their businesses and careers in to the fast track? By understanding and capitalizing on that most powerful yet most under-used weapon in the corporate and marketing armory - public relations. Power Public Relations ...
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Overview

How do leading organizations win constant media attention, keep company confidence high, and attract valuable new business and top-flight employees? How do public figures and politicians capture the media spotlight and stay in the public eye? And how do successful entrepreneurs and professionals move their businesses and careers in to the fast track? By understanding and capitalizing on that most powerful yet most under-used weapon in the corporate and marketing armory - public relations. Power Public Relations introduces the new PR. No longer a prop to marketing or corporate communications, public relations has become a powerful and pervasive discipline. This book covers the spectrum of PR strategies, showing how they can be used to aggressively engineer public perceptions on corporate, political, legal, and social fronts. In the business world, PR expert Len Saffir introduces PR as an equal partner with marketing in the promotion of products and services, predicting that "sell shops" - integrating PR with advertising and promotion - will soon replace traditional ad agencies. Case histories, such as the marketing of cigarettes in a hostile environment and the effective promotion of controversial causes, demonstrate that this is the wave of the future. In the management of crisis - disasters involving defective products, on-site accidents, or accusations of unethical corporate conduct - this book explains how to use preemptive public relations to develop action plans to contain damage in crisis situations, work with the media, and regain public support. In the political and legal arenas, Power Public Relations explains how well-chosen PR strategies can ally public figures with popular causes or concerns, turn public opinion, and win lawsuits, proxy battles, and personal advancement. Complete with hands-on advice on working with the media, capturing public interest, and building and evaluating a successful public relations program, Power Public Relations will op
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Product Details

  • ISBN-13: 9780844232591
  • Publisher: NTC Publishing Group
  • Publication date: 12/28/1994
  • Edition description: REVISED
  • Pages: 848
  • Product dimensions: 6.22 (w) x 9.29 (h) x 0.95 (d)

Table of Contents

Foreword
Preface
Ch. 1 The Art of Making Up Minds: New Roles, New Precision, New Importance 1
Ch. 2 Integrated Marketing: PR Blends with Advertising 8
Ch. 3 How PR Makes Customers Need Things: Making the Juices Flow 33
Ch. 4 PR as a Strategic Weapon: No Customers? No Partner? No Problem! 43
Ch. 5 Promotional Philanthropy: Cause-Related PR 52
Ch. 6 How PR Can Replace Advertising: Event Marketing and the Promotion of Cigarettes and Cigars in a Hostile Environment 61
Ch. 7 The Secrets of Crisis Management: Preparing for Disaster 80
Ch. 8 Gentrifying the National Enquirer: The Art of Image Revision 96
Ch. 9 From Lawsuits to Murder Trials: PR and the Scales of Justice 104
Ch. 10 New Ways That PR Serves Clients: A Wide-Ranging Discipline 118
Ch. 11 How to Stage-Manage the Interview: The PR Professional as Star-Maker 142
Ch. 12 Getting on Radio and Television: How to Interest the Gatekeepers 158
Ch. 13 Running Effective News Conferences: Is it News? 169
Ch. 14 Building and Running a PR Firm: People, Policy, and Procedures 180
Ch. 15 Building Strategies: Thinking Big 199
Ch. 16 Evaluating the PR Program: Yardsticks To Be Welcomed, Not Feared 209
Ch. 17 How PR Is Sold - And How It Should Be Bought: Or "Can This Marriage Be Saved?" 220
Ch. 18 A Look Ahead at Power PR: What Now? 235
Index 255
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