The PR Masterclass

How to develop a public relations strategy that works!

Author: Alex Singleton

Publisher: John Wiley & Sons

ISBN: 1118756207

Category: Business & Economics

Page: 208

View: 7936

The PR Masterclass is written by former newspaper, magazine and digital journalist Alex Singleton, who is now a prominent PR trainer and consultant. It reveals the secrets of effective PR and shows how to put in place a practical, reliable and successful media strategy for your product, business or activity – one that delivers the greatest results. Through the book, you get to discover how to develop and pitch effective newsworthy material, regardless of your budget. The PR Masterclass is aimed at PR professionals as well as small business owners and entrepreneurs implementing a PR strategy. "PR can do more for your money than any other marketing tool. But very few people understand how to use it. Alex does because he has been at the receiving end. So will you if you read this remarkably practical book." —Drayton Bird, author, Commonsense Direct and Digital Marketing "The lessons contained within The PR Masterclass should be plastered over the walls of organisations seeking to utilise the media effectively for their campaigns. This book is a must-have reference point." —Ryan Bourne, CityAM columnist and Head of Economic Research, Centre for Policy Studies "This is an important book about public relations and how the media is changing. Singleton is a straight-talking journalist-turned-practitioner who pulls no punches. He calls on the industry to grow up and adopt the rigour of a professional discipline. It's a call to action that I wholly heartedly support. You should read The PR Masterclass if you're new to public relations or work in the profession and want to continue doing so." —Stephen Waddington, European director, Ketchum, and 2014 President of the Chartered Institute of Public Relations (CIPR) "Provides all you need to know about securing press coverage." —Fraser Seitel, O'Dwyer's PR magazine "Every page is packed with insight and practical advice." —Steve Harrison, co-founder, Harrison Troughton Wunderman "Written in a no-nonsense style, every chapter contains a mine of information about the subject. What's more, it's clear that Alex knows the business inside out. This is the kind of book you need to have close at hand. Do what it says, and you'll be miles ahead with your PR." —James Hammond, brand consultant "Alex Singleton's book on public relations strategy is an excellent practical guide to the real world of PR." —Ray Hiebert, Editor, Public Relations Review
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Myths of PR

All Publicity is Good Publicity and Other Popular Misconceptions

Author: Rich Leigh

Publisher: Kogan Page Publishers

ISBN: 0749479604

Category: Business & Economics

Page: 224

View: 9293

Myths of PR uses popular myths about the theory and practice of public relations as a vehicle for helping startup owners, brand marketers, communications practitioners and students to distinguish between fads and tried-and-tested PR practice. Its purpose is to shatter widespread misconceptions about PR, and grant readers insights into why these myths have endured in spite of clearly demonstrable evidence to the contrary. By exploring topics that readers will relate to (though many might frequently misunderstand), Myths of PR will shed new light on essential PR methodology. From the assumption that PR is a never-ending party, propagated by the way the industry is shown in the media and entertainment, to more potentially damaging misconceptions such as the often-repeated 'all publicity is good publicity', it is an engaging, anecdotal read that offers authentic insights into the reality of PR practice from one of the brightest and most exciting young communication experts in the UK.
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The Art of Perception

Memoirs of a Life in PR

Author: Robert Leaf

Publisher: Atlantic Books

ISBN: 0857899597

Category: Biography & Autobiography

Page: 304

View: 5845

Robert Leaf is the father of modern international public relations and this is the memoir of a man who has been at the forefront of the PR industry for almost 50 years The Art of Perception is the memoir of Robert Leaf, the man who is considered to be the all-time leader in the field of international public relations. As the international CEO of Burson-Marsteller, which became the world's largest PR firm during his tenure, he was the first executive to bring PR to the Soviet Union during the Cold War and established the first official Chinese government PR firm. He started the first international PR firm in the Middle East and opened offices throughout the world. He has advised governments, major corporations, and leading individuals, and has been involved in some of the biggest news stories of the time. Now, in a changing world of 24-hour news cycles in which global disasters are shared on the most personal levels and events make it from smartphone to headline news in seconds, the need to manage perceptions has never been more essential for corporations and individuals. In a memoir that is as entertaining as it is informative, Leaf shares his unique experiences in a book that is essential reading for communicators, business professionals, and anyone who would like to improve their skills in the art of managing perceptions.
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This Is How You Pitch

Author: Ed Zitron

Publisher: New Shelves Publishing Services

ISBN: 9780989608015

Category: Public relations

Page: 164

View: 6309

So you want to work in PR? Does the idea of glamorous parties, open bars and rubbing elbows with the rich and famous sound like an exciting career for you? Then neither this book or a career in Public Relations are for you. This book will teach you all you need to know about public relations, from what to do on your first day at your desk to how to start your own PR agency. You'll learn the core skill of the business: pitching. It'll also tell you how to avoid becoming a buzzword-spitting automaton that the media will hate. Written by a PR veteran who has done it all - and made every mistake along the way - This Is How You Pitch is an honest, direct guidebook to Public Relations and how to survive your first years in the business and how to turn it into a prosperous, fulfilling career.
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Share This Too

More Social Media Solutions for PR Professionals

Author: CIPR (Chartered Institute of Public Relations)

Publisher: John Wiley & Sons

ISBN: 1118676920

Category: Business & Economics

Page: 328

View: 9196

The follow up to Share This: The Social Media Handbook for PR Professionals. Share This is a practical handbook to the changes taking place in the media and was conceived and written by 24 public relations practitioners using many of the social tools and techniques that it addresses. The book covered the media and public relations industry, planning, social networks, online media relations, monitoring and measurement, skills, industry change and the future of the industry. Share This Too is also a pragmatic guide for anyone that wants to continue working in public relations. It is a larger book with more than 30 contributors, including all of those from the highly successful first book and many of whom are successful authors in their own right. It probes more deeply into the subject and is divided into seven sections: The future of public relations Audiences and online habits Conversations New channels, new connections Professional practice Business change and opportunities for the public relations industry Future proofing the public relations industry The content entirely complements the first book rather than merely updates it. It delves deeply into what is current in the theory, delivery and evaluation of 21st century public relations and organisational communication.
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Share This

The Social Media Handbook for PR Professionals

Author: CIPR (Chartered Institute of Public Relations)

Publisher: John Wiley & Sons

ISBN: 1118404874

Category: Business & Economics

Page: 264

View: 4139

Share This is a practical handbook to the biggest changes taking place in the media and its professions by the Chartered Institute of Public Relations (CIPR) Social Media Panel. The book was conceived and written by more than 20 public relations practitioners representing a cross-section of public, private and voluntary sector expertise using many of the social tools and techniques that it addresses. The book is split into 26 chapters over eight topic areas covering the media and public relations industry, planning, social networks, online media relations, monitoring and measurement, skills, industry change and the future of the industry. It’s a pragmatic guide for anyone that works in public relations and wants to continue working in the industry. Share This was edited by Stephen Waddington with contributions from: Katy Howell, Simon Sanders, Andrew Smith, Helen Nowicka, Gemma Griffiths, Becky McMichael, Robin Wilson, Alex Lacey, Matt Appleby, Dan Tyte, Stephen Waddington, Stuart Bruce, Rob Brown, Russell Goldsmith, Adam Parker, Julio Romo, Philip Sheldrake, Richard Bagnall, Daljit Bhurji, Richard Bailey, Rachel Miller, Mark Pack, and Simon Collister.
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Inbound PR

The PR Agency's Manual to Transforming Your Business With Inbound

Author: Iliyana Stareva

Publisher: John Wiley & Sons

ISBN: 1119462274

Category: Business & Economics

Page: 192

View: 7532

The digital era’s new consumer demands a new approach to PR Inbound PR is the handbook that can transform your agency’s business. Today’s customer is fundamentally different, and traditional PR strategies are falling by the wayside. Nobody wants to feel “marketed to;” we want to make our own choices based on our own research and experiences online. When problems arise, we demand answers on social media, directly engaging the company in front of a global audience. We are the most empowered, sophisticated customer base in the history of PR, and PR professionals must draw upon an enormous breadth of skills and techniques to serve their clients’ interests. Unfortunately, those efforts are becoming increasingly ephemeral and difficult to track using traditional metrics. This book merges content and measurement to give today’s PR agencies a new way to build brands, evaluate performance and track ROI. The ability to reach the new consumer, build the relationship, and quantify the ROI of PR services allows you to develop an inbound business and the internal capabilities to meet and exceed the needs of the most demanding client. In this digital age of constant contact and worldwide platforms, it’s the only way to sustainably grow your business and expand your reach while bolstering your effectiveness on any platform. This book shows you what you need to know, and gives you a clear framework for putting numbers to reputation. Build brand awareness without “marketing to” the audience Generate more, higher-quality customer or media leads Close the deal and nurture the customer or media relationship Track the ROI of each stage in the process Content is the name of the game now, and PR agencies must be able to prove their worth or risk being swept under with obsolete methods. Inbound PR provides critical guidance for PR growth in the digital era, complete with a practical framework for stimulating that growth.
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Master Class

Lessons from the Bridge Table

Author: Fred Gitelman

Publisher: Master Point Press

ISBN: 9781897106013

Category: Games

Page: 207

View: 4856

Imagine sitting beside a world-class bridge player and being able to listen to his thoughts as each hand develops? You can't help but improve your own game! Every hand in this fascinating book comes from actual play; many of them are taken from the author's own experience in world-level competition. Fred Gitelman believes that there is something to be learned from every bridge hand, whether you are a novice or an expert, and he proves it here. Just as fascinating as the bridge, however, are Fred's observations on his partners and opponents, who range from world champions to famous amateurs like Bill Gates and Warren Buffett.
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Planning and Managing Public Relations Campaigns

A Strategic Approach

Author: Anne Gregory

Publisher: Kogan Page Publishers

ISBN: 0749468742

Category: Business & Economics

Page: 224

View: 6452

Getting a public relations campaign or programme off the ground can seem overwhelming. Planning and Managing Public Relations Campaigns provides a blueprint for all practitioners. Practical and easy to read, the book presents a 12-point plan for ensuring success of campaigns of all sizes, covering many vital areas including the role of public relations in organizations, the importance of context, research and analysis, setting objectives, strategy and tactics, timescales and resources, evaluation and review. Supported by online resources, including best practice case studies, Planning and Managing Public Relations Campaigns is widely regarded as one of the best 'how-to' guides for students and practitioners. This fully updated fourth edition features new developments in public relations, including social media, along with new case studies including WRAP's Love Food, Hate Waste campaign; The Sleep Pod Hotel Media Tour; McArthur River Mining; AkzoNobel's Corporate Revolution; the UK Department of Culture, Media & Sport's First World War Centenary Commemorations; and Lanson's campaign for unbiased.co.uk. About the PR in Practice series: Published in collaboration with the Chartered Institute of Public Relations (CIPR), the PR in Practice series consists of accessible, practical introductions to day-to-day public relations practice and management issues. The series' action-oriented approach keeps practitioners' knowledge and skills up to date.
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Be Your Own Best Publicist

How to Use PR Techniques to Get Noticed, Hired, and Rewarded at Work

Author: Jessica Kleiman

Publisher: Red Wheel/Weiser

ISBN: 1601637241

Category: Business & Economics

Page: 224

View: 3302

In one of the toughest job markets in more than 20 years, applying the art of self-promotion is more vital than ever. Be Your Own Best Publicist shows anyone looking to land a new job, attract freelance assignments, stay essential in a current position, or get that coveted promotion how they can use public relations skills to achieve his or her goals. Written by seasoned public relations pros Jessica Kleiman and Meryl Weinsaft Cooper, this helpful, easy-to-follow guide breaks down the fundamentals of PR and how to implement them to successfully promote yourself. Be Your Own Best Publicist will teach you how to: "• Set a personal PR strategy that gets results. "• Build key message points and deliver them with style. "• Craft the perfect “pitch” for each situation. "• Network and develop relationships that will help you get ahead. "• Use creativity to stand out from the competition. Through humorous, informative anecdotes, plus user-friendly tips and exercises, Be Your Own Best Publicist will arm you with the confidence, knowledge, and tactics to help you market yourself in the workplace.
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Public Relations For Dummies

Author: Eric Yaverbaum,Ilise Benun

Publisher: John Wiley & Sons

ISBN: 9781118052792

Category: Business & Economics

Page: 384

View: 5431

Proven techniques that maximize media exposure for your business A seasoned PR pro shows you how to get people talking When it comes to public relations, nothing beats good word of mouth. Want to get customers talking? This friendly guide combines the best practical tools with insight and flair to provide guidance on every aspect of PR, so you can launch a full-throttle campaign that'll generate buzz -- and build your bottom line. Discover how to * Map a winning PR strategy * Grab attention with press releases, interviews, and events * Cultivate good media relations * Get print, TV, radio, and Internet coverage * Manage a PR crisis
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How To Write Better Copy

Author: Steve Harrison

Publisher: Pan Macmillan

ISBN: 1509814582

Category: Self-Help

Page: N.A

View: 6509

Whether you're an agency writer in need of inspiration, a one-woman-band drumming up work from new clients, an established business trying to get more from that mysterious thing called 'content', or you simply want to persuade your colleagues to adopt your point of view, How To Write better Copy by Steve Harrison will help you write better copy. It starts with the thinking before the writing, and how to create the all-important Brief. Then it takes you step-by-step from how to write a headline to how to get the response you want from your reader. With examples at every stage, and explanations based on both the author's twenty-five years' experience and recent scientific research, this book will help hone your skills - whether you're writing websites or press ads, e-zines or direct mail, brochures or blogs, posters or landing pages, emails or white papers.
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Your Dissertation in Education

Author: Scott Buckler,Nicholas Walliman

Publisher: SAGE

ISBN: 1473943256

Category: Study Aids

Page: 360

View: 5466

Are you struggling with your dissertation? Have you started too late and now you're panicking? Help is here! Your Dissertation in Education is a straight-forward, plain English guide to doing and writing your project. It will take you from start to finish, with practical and friendly advice on every page. This second edition includes: - A new Foundations section with the concepts and tools you need to get started - An expanded guide to methodology and writing about methods - A new chapter on mixed methods An essential companion on your dissertation journey, this book is ideal for students across education, including teacher training, early childhood and education studies. SAGE Study Skills are essential study guides for students of all levels. From how to write great essays and succeeding at university, to writing your undergraduate dissertation and doing postgraduate research, SAGE Study Skills help you get the best from your time at university. Visit the SAGE Study Skills website for tips, quizzes and videos on study success!
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Bite the Dog

Build a PR Strategy to Make News That Matters

Author: Gary Schneeberger

Publisher: N.A

ISBN: 9781946533241

Category:

Page: 180

View: 565

Gary Schneeberger shares 30 years of wit and wisdom on turning your message into news. You want the media to report on you and your services? This is your guidebook. You'll learn how to create "man bites dog" stories - those that exceed and upset the expectations of the press and their audiences.
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Trust Me, PR Is Dead

Author: Robert Phillips

Publisher: Random House

ISBN: 1783521546

Category: Business & Economics

Page: 336

View: 7865

In an age when technology not only allows transparency, but demands it, do truth and honesty have any place in today’s modern industry? Can we ever really trust companies? Divided into three sections, Robert analyses the fall of Public Relations, argues for the rise of Public Leadership as an alternative model for communications, and offers tools and advice for how to survive in this new world. From one of the giants of the industry comes a death knoll to PR itself. A mix of anecdotes, memories, hints and tips, Trust Me, PR is Dead is also a crushing critique of the industry in which Robert rose to the top, and a rallying cry for something more, something better.
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For Immediate Release

Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations

Author: Ronn Torossian

Publisher: BenBella Books, Inc.

ISBN: 1936661276

Category: Business & Economics

Page: 288

View: 7359

It is essential that businesses know how to communicate quickly, often preemptively, and effectively to survive—and at a cost that is far lower than comparable marketing and ad campaigns. The first book by the owner of a top 50 PR agency, For Immediate Release, Ronn Torossian reveals how public relations can do just that—while also defining brands; helping companies and individuals court the press or avoid it; growing business without alienating loyal customers; resolving crises quickly; and improving first page results on the most powerful search engine in the world (Google). For Immediate Release will show you how to: Frame the debate and control the conversation Use new and old media in tandem to find your audiences and create highly personal, relevant impressions tailored for them Promote the interests of your brand or business; deter or potentially stop what is not in your interest Build on great press, and avoid or minimize bad press Ensure the first thing people see about your business or brand during an Internet search is exactly what you want them to see Handle a crisis in the most effective and efficient manner See the positive difference effective PR makes through compelling case studies—Louis Vuitton, Fubu, BP, Toyota, Philip Stein, Zappos, and interviews with experts including Dr. Keith Ablow, political strategists Frank Luntz, Roger Stone and Hank Sheinkopf, and many others—and your own business.
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PR Superstar

The Ultimate Toolkit for Writing Killer Press Releases

Author: Susan Haswell

Publisher: Createspace Independent Pub

ISBN: 9781479364114

Category: Business & Economics

Page: 152

View: 9945

PR Superstar is designed for everyone who wants to capture the power of press release writing; swiftly and without waffle. From the small business owner to the newcomer in a large marketing or PR department, PR Superstar is written with clarity, vision and insightful tips so that you can take your company to the media instantly, and with surprising results. PR Superstar is based on the author's 20+ years of experience in PR, sales and marketing, and the highly successful training courses that she delivers to companies throughout the UK. From the excellent results of clients and delegates, Sue has distilled the essence of this expertise and training into a short easy-to-read book. The book is peppered with PR case-studies illustrating what works - and what doesn't work, combined with a step-by-step toolkit that takes you through the actual thinking and writing processes of PR. A PR jargon-buster and a good helping of successful press releases, at-a-glance guides to the tools of PR and even a chapter on how to choose a PR agency, make this an indispensable asset for everyone who wants to make their marketing pound, dollar or euro work even harder! PR Superstar is a one-day journey to PR enlightenment.
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Kinetic Control - E-Book

The Management of Uncontrolled Movement

Author: Mark Comerford,Sarah Mottram

Publisher: Elsevier Health Sciences

ISBN: 0729579077

Category: Medical

Page: 544

View: 6868

This text is designed as clinical reference to develop knowledge of the examination, diagnosis and classification of uncontrolled movement (motor control dysfunction) and the management of movement dysfunction. It will help the therapist: Develop clinical skills in the assessment and retraining of movement control To use movement control tests to identify uncontrolled movement To classify uncontrolled movement into diagnostic subgroups Access a large range of motor control and movement retraining strategies Develop an assessment framework that will provide a diagnosis of dysfunction, pain sensitive tissues and pain mechanisms Use a clinical reasoning framework to prioritise clinical decision making Provides detailed explanation of evidence and research underpinning motor control dysfunction and movement retraining Unique subclassification system of musculoskeletal disorders and pain Region specific testing -step by step instructions for assessment, diagnosis, classification and treatment using Movement Performance Solutions unique system Highly illustrated with clear step by step instructions for treatment of Lumbar, Cervical and Thoracic Spine, Shoulder and Hip
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Campaigns that Shook the World

The Evolution of Public Relations

Author: Danny Rogers

Publisher: Kogan Page Publishers

ISBN: 0749475102

Category: Business & Economics

Page: 224

View: 1778

Over the past four decades, a series of PR campaigns have helped to shape popular culture and influence public opinion. Campaigns that Shook the World provides the inside story on the pivotal PR campaigns of the past four decades, following and celebrating the maturation and expansion of the PR industry towards today's practice. It examines ten of these campaigns in detail from the 1970s to the present day, explaining their strategy and tactics, looking at the imagery and icons they created and interviewing the powerful, flamboyant personalities who crafted and executed these seminal projects. Each chapter is built around extended case studies including Thatcherism (1979), New Labour, The Royal Family, The Rolling Stones (1981), David Beckham, London 2012, Product [RED], The Obama Campaign (2008) and Dove Real Beauty. Featuring campaigns by Saatchi & Saatchi, Bell Pottinger, Ogilvy, Freuds, Pitch and other well-known agencies, Campaigns that Shook the World grapples with PR's uneasy place at the nexus of politics and celebrity, holding the best campaigns up to scrutiny and showcasing just how powerful PR can be as an instrument of change, for the good, and at times for the less than good. It contains insights from Alastair Campbell, Lord Tim Bell, Alan Edwards, Paddy Harverson, Matthew Freud and many others.
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