TY  - BOOK
AU  - Saffir,Leonard
TI  - PR on a budget: free, cheap, and worth the money strategies for getting noticed 
SN  - 9781419523670
U1  - 659.2 SAF 
PY  - 2007///
CY  - Chicago, Ill
PB  - Kaplan
KW  - Public relations
N1  - 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

ER  -