PR on a budget : free, cheap, and worth the money strategies for getting noticed / Leonard Saffir.
Material type:
TextPublication details: Chicago, Ill : Kaplan, c2007.Description: xiii, 241 p. ; 24 cmISBN: - 9781419523670
- 1419523678
- 659.2 SAF
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Includes index.
Table of Contents
Preface vii
Acknowledgments xi
Foreword xiii
What is Public Relations? The Engineering 1 (10)
of Perception
Everyone Needs PR ``But I Can't Afford It'' 11 (8)
Big Agency vs. Small Bigger Is Not Always 19 (14)
Better
Strategy and Tactics Who Are We Talking To? 33 (10)
Brainstroming There Are No Bad Ideas 43 (10)
Spin or Win? Assume Media Skepticism 53 (6)
The Target Media and Media Lists 59 (8)
Are You Ready? Getting the Word Out 67 (18)
There's More Out There Than the New York 85 (14)
Times Television, Radio, Community
Newspapers, and Newsletters
How to Stage Manage the Interview Don't 99 (10)
Blow It Now
News Conferences Build It and They Might 109 (10)
Not Come
Surveys, Surveys, Surveys Measuring Public 119 (8)
Opinion
Crisis Communications What to Do If 127 (14)
Disaster Strikes
Internet Public Relations The New PR 141 (16)
Performance-Based and Low-Budget PR 157 (16)
Changing the Playing Field
The Worthy Cause PR to the Rescue 173 (8)
Read, Read, Read And Other Ways to Stay 181 (12)
Ahead
PR, Advertising, and Journalism Synergies 193 (8)
and Frictions
Evaluating the PR Program The Nuts and 201 (10)
Bolts of Measurement
Learn From Experience Mistakes You 211 (10)
Shouldn't Make
The Future of Public Relations What Now? 221 (11)
Epilogue 232 (1)
About the Author 233 (3)
Index 236
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