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Public Relations For Dummies
Eric Yaverbaum (Author), James Palmer (With)
9781394284870, Wiley
Paperback / softback, published 13 March 2025
384 pages
22.9 x 18.3 x 2.5 cm, 0.499 kg
Understand what it takes to develop successful public relations campaigns Effective public relations (PR) can help level the playing field between you and your competitors. You don't necessarily need a big budget to establish brand awareness and a positive reputation. With enough practice, anyone can learn to think like a PR specialist. Public Relations For Dummies helps you understand the mechanics of PR and gives you all the tools you need to succeed. This friendly guide gives you practical insights on using the many components of PR to create successful campaigns. You'll learn how to assemble a PR plan, create a budget, develop winning ideas, cultivate media contacts, create pitches, leverage social media and podcasts, secure public speaking engagements, and beyond. Plus, this new edition covers the latest technology for reaching more people and analyzing your results. No business jargon in this book—just clear, simple information and advice on making PR work for you. This Dummies guide is great for small business owners and people who want to learn more about doing PR for larger companies. Nonprofit organizations and influencers will also love these tips on getting noticed.
Introduction 1 Part 1: PR: What It Is, How It Works 5 Chapter 1: Understanding the Power of PR 7 Chapter 2: Breaking Down the PR Process 21 Chapter 3: Working With PR Professionals 35 Part 2: Brainstorming and Thinking Creatively 47 Chapter 4: Setting Up Your PR Team and Program 49 Chapter 5: Formulating Ideas 67 Chapter 6: Using PR Tactics 75 Part 3: Putting the PR Wheels in Motion 85 Chapter 7: Broadcasting To Your Audiences across Key Channels 87 Chapter 8: Putting Your Message in Writing: The Press Release 101 Chapter 9: Writing and Placing Feature Articles 111 Chapter 10: Leveraging Speaking and Thought Leadership Opportunities 129 Part 4: Choosing the Right Medium for Your Message 147 Chapter 11: Getting Your Message Out 149 Chapter 12: Navigating the Media161 Chapter 13: Tuning Into Traditional TV and Radio 175 Chapter 14: New Media: Streaming, Social, Podcasts, and Beyond 197 Chapter 15: Turning Your Story into News 211 Chapter 16: Crafting Your Digital Identity: Social Media and More 225 Chapter 17: Grasping New Technology 245 Part 5: Creating Buzz 259 Chapter 18: Getting Hits from Buzz and Viral Marketing 261 Chapter 19: Staging Publicity Events 279 Chapter 20: Spotting and Seizing Opportunities 289 Chapter 21: Knowing What to Do In a PR Crisis 293 Chapter 22: Evaluating PR Results 305 Part 6: The Part of Tens 315 Chapter 23: Ten Myths about PR — Debunked 317 Chapter 24: Ten Steps to Better PR Writing 325 Chapter 25: Ten Things You Should Never Do In PR 333 Appendix: Recommended Resources 339 Index 347
Subject Areas: Business & management [KJ]
