For Immediate Release will show you how to:
Frame the debate and control the conversation
Use new and old media in tandem to find your audiences and create highly personal, relevant impressions tailored for them
Promote the interests of your brand or business; deter or potentially stop what is not in your interest
Build on great press, and avoid or minimize bad press
Ensure the first thing people see about your business or brand during an Internet search is exactly what you want them to see
Handle a crisis in the most effective and efficient manner
See the positive difference effective PR makes through compelling case studies—Louis Vuitton, Fubu, BP, Toyota, Philip Stein, Zappos, and interviews with experts including Dr. Keith Ablow, political strategists Frank Luntz, Roger Stone and Hank Sheinkopf, and many others—and your own business.
|BenBella Books, Inc.
|5.90(w) x 8.90(h) x 0.90(d)
About the Author
A semi-finalist for Ernst & Young's Entrepreneur of the Year, Ronn Torossian was named to PR Week's "40 Under 40" list, Advertising Age's "40 Under 40" list, and is a member of Young Presidents Organization (YPO). He has worked on PR programs for clients including Whole Foods, Coca-Cola, Microsoft, Barnes & Noble Online, Evian Natural Spring Water, Anheuser-Busch, IHOP, Harrah's Entertainment, Fortune 100 mainstay EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Marriott Hotels, Vail Resorts, Phillips-Van Heusen, McDonald's, The Ice Rink at Rockefeller Center, Ahava Skin Care, Weatherproof Garment Company, Bad Boy Worldwide Entertainment Group, Pamela Anderson, Snoop Dogg, Lil' Kim, the Government of Israel, and others.
Karen Kelly is a journalist, writer and editor. You can visit her at karenkellywriter.com.
Table of ContentsCONTENTS
CHAPTER 1The New Power of Moving People, Shifting Minds | Public Relations Is More Relevant Than Ever
CHAPTER 2Play to Your Strengths | Understand What You’re Good at and What You’re Not Good at
CHAPTER 3Be True to Yourself | Don’t Fight Your Core Values and Principles
CHAPTER 4Talk Isn’t Cheap—It’s Undervalued | Communication Is the Front Line of Good PR
CHAPTER 5Is Everyone Happy? How PR Can Help Retain Old Customers and Win New Ones
CHAPTER 6Getting Out in Front | Capturing Media Attention
CHAPTER 7The Media Can Be a Friend or Foe | The Press Has a Job to Do—You May Not Like It
CHAPTER 8 Crisis Demands Strategic Immediacy | Problems Don’t Go Away on Their Own
CHAPTER 9 Give More to Get More | Charity Is Good PR Work
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