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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.
|Publisher:||McGraw-Hill Companies, The|
|Product dimensions:||6.30(w) x 9.32(h) x 0.92(d)|
Table of Contents
|1.||The Art of Making Up Minds||1|
|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|
|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|
|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|