Straight Talk About Public Relations: What You Think You Know Is Wrong

Straight Talk About Public Relations: What You Think You Know Is Wrong


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Product Details

ISBN-13: 9781938548789
Publisher: Maven House Press
Publication date: 06/13/2017
Pages: 240
Sales rank: 1,265,564
Product dimensions: 6.00(w) x 9.10(h) x 0.80(d)
Age Range: 18 Years

About the Author

Robert Wynne is president of the PR and events agency Wynne Communications and a contributor on public relations to Forbes magazine. He was formerly Director of Communications at USC's Marshall School of Business, Director of Marketing at Manatt, Phelps & Phillips, and a reporter for Newsweek and the Los Angeles Times. He's provided PR counsel to MIT, Raytheon, Ferrari-Maserati, USC, Tennis Industry Association, UCLA, and many others. He also hosts yearly PR events for business, medical, and engineering PR professionals. He holds an MA in Communications (University of Texas at Austin) and lives in the Los Angeles, California, area.

Table of Contents

Foreword by Dave Boone

Part 1: Traditional Public Relations
1. Public Relations Defined
2. A Brief History of Public Relations
3. Why Public Relations Works While Advertising Doesn’t
4. Lessons in Persuasion: Writing and Placing Press Releases, Pitch Letters, and Editorials

Part 2: Social Media Public Relations
5. Social Media Fallacies
6. Lessons in Social Media: Realistic Ways Publicity Works Using Digital Methods
7. Twitter is Best: How to Use It for PR
8. The Dark Side of Social Media

Part 3: Content Marketing
9. The Changing World of Public Relations
10. A Brief History of Content Marketing
11. Why Content Marketing Has Become Essential for Public Relations
12. Lessons in Content Marketing: What, How, and When to Publish

Part 4: PR Measurement
13. Basics in Measuring PR Efforts
14. The Barcelona Principles
15. Measuring Social Media Efforts
16. Lessons in PR Measurement: Using Advertising Value Equivalents (AVE) to Measure the Value of PR Efforts


Appendix: The Five Best PR Campaigns of All Time

About the Author

What People are Saying About This

From the Publisher

"Whether you’re trying to write a compelling press release, pitching yourself or your product for media coverage, or creating a social media campaign that works, Robert Wynne’s Straight Talk about Public Relations tells you everything you need to know."

— Dave Boone, two-time Emmy and Writers Guild of America Award-winning writer, from the Foreword

"There are too many books promising pie-in-the-sky magical social media solutions for individuals and businesses trying to conduct public relations. There are no magical apps. There is no instant gratification. Public relations is hard work. Even in the digital age, you need a great story, great connections, and a professional strategy to stand out from everyone else and break through the clutter. Robert Wynne’s new book explains how public relations is different from advertising, then guides the reader through traditional methods, social media communications, and content marketing to reach journalists and other important audiences. If you’re willing to work hard and want to promote yourself or your brand, read this book."

— Michael Levine,public relationsexpert, speaker, and author of nineteen books including the bestselling Guerrilla P.R.

"Straight Talk is one of the few PR books I feel comfortable recommending. It’s packed with actionable advice, great tips from a wealth of experts, and enough case studies to help professionals in a field that can use a dose of reality and a swift kick in the ass.

— B.J. Mendelson, author of Social Media is Bullshit

"If Robert Wynne can persuade the media to take an interest in books written by an economist (as he did many times for me), just imagine how successful his approach would be for those of you with something genuinely interesting to say."

— Robert H. Frank, PhD, H. J. Louis Professor of Management and Professor of Economics at the Johnson Graduate School of Management, Cornell University, New York Times columnist, and bestselling author of Success and Luck.

"An essential book for anyone who wants to understand and learn how to practice public relations."

— Burt Lauten, Director of Communications, Pittsburgh Steelers

"This book delivers what its title promises, giving you the real scoop on what works and what doesn’t in public relations. And – bonus! – it explains why PR is much more effective than advertising, at much less cost. Want to learn how PRreallyworks? Start here."

— Steve Tally, Senior Strategist for STEM, Office of Public Affairs, Purdue University

"Robert Wynne has written the most insightful, comprehensive, and engaging book on public relations. It's a must read by all who call themselves a professional. I’ve led a PR agency for 21 years and Robert taught me quite a few things and reminded me of so many others.
If you read it and remember just two insights, it will be worthwhile, for your shop – it changes everything. It's now mandatory reading for our staff. And treasured along with the AP Stylebook."

— Bob Gold, President, Bob Gold & Associates

"Robert Wynne is a valued guest speaker in my Public Relations and Events Management classes at Loyola Marymount University. He brings candor, authenticity, and transparency to the classroom which is refreshing and appreciated by my millennial students who get 'straight talk' from Robert."

— Alecia Molezion-Smith, Loyola Marymount University lecturer

"Robert Wynne's latest take on PR is the perfect blend of practical and effective, something PR has ventured too far away from in recent years. His coverage of social media, content marketing, and the difficult but essential core of great PR (a compelling story) is presented with both evidence and a wit that shows a master at work. As a provider of media measurement services I appreciate Robert's balanced take on the role of measurement and how social media has managed to co-opt too much of the metric conversation. We're emerging from a social media marketing disillusionment period and Robert's thoughtful take on how to best integrate social media tools and channels into a solid PR practice is both refreshing and spot-on!"

— Paul Senatori, Chief Analytics Officer, mediaQuant

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