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The Publicity Handbook, New Edition : The inside Scoop from More than 100 Journalists and PR Pros on how to Get Great Publicity Coverage

Overview

Thoroughly updated with information on Internet-based PR campaigns

The Publicity Handbook has everything you need to know to win valuable publicity for your product, service or business. Includes step-by-step information on setting objectives and designing an integrated publicity plan, writing press releases, fact sheets and feature stories for all different types of media, as well as extensive checklists and a complete breakdown of sources and services available to ...

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The Publicity Handbook, New Edition: The Inside Scoop from More than 100 Journalists and PR Pros on How to Get Great Publicity Coverage

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Overview

Thoroughly updated with information on Internet-based PR campaigns

The Publicity Handbook has everything you need to know to win valuable publicity for your product, service or business. Includes step-by-step information on setting objectives and designing an integrated publicity plan, writing press releases, fact sheets and feature stories for all different types of media, as well as extensive checklists and a complete breakdown of sources and services available to publicists­­--databases, media directories, websites, and more. An indispensable guide whether you are a PR pro or entrepreneur!

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Product Details

  • ISBN-13: 9780844232423
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 5/4/2001
  • Edition description: REV
  • Edition number: 2
  • Pages: 464
  • Sales rank: 1,269,954
  • Product dimensions: 6.00 (w) x 9.00 (h) x 1.06 (d)

Meet the Author

David R. Yale is an award-winning marketing consultant who has held creative and marketing positions at Marketing & Publishing Associates, Lindenwold Fine Jewelers, and Publishers Clearing House, where he was instrumental in establishing the company's online presence. He has written articles for hundreds of business publications including Business Marketing, Business Strategies, Computer and Electronics Marketing, DM News, NEPA Hotline, The Newsletter on Newsletters, and Meetings & Conventions.

Andrew Carothers has more than 10 years of experience helping corporations, agencies and non-profits gain media exposure and increase shareholder value through successful application of traditional and internet-based PR/IR. The former director of internet-based public relations for Autodesk (San Rafael, CA), one of the largest software companies in the world and the leading design and digital content creation resource, Mr. Carothers currently serves as the director of corporate communications for iMind Education Systems, Inc.

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Table of Contents

Foreword
Acknowledgments
Introduction
1 Planning for Publicity 1
2 Working Effectively with the Media 39
3 How to Create Newsworthy Publicity 73
4 Writing for Print Media and the Web 103
5 Getting Newspaper and Magazine Publicity 139
6 The Internet: New Publicity Tools and New Audiences 177
7 The Art of the Publicity Photograph 235
8 Preparing Broadcast Publicity 257
9 How to Work Effectively with Broadcasters 299
10 When the Media Come to Your Doorstep 337
11 Making Controversy Positive 361
12 Solving Problems with the Media 377
13 Sources and Services for Publicists 383
Index 435
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