Public Relations for Dummies (Paperback, 2)

Introduction.

Part I: PR: What It Is, How It Works.

Chapter 1: The Power of PR.

Chapter 2: X-Raying the PR Process.

Chapter 3: Hiring Professional PR Help.

Part II: Brainstorming and Thinking Creatively.

Chapter 4: Setting Up Your PR Department and Program.

Chapter 5: Formulating Ideas.

Chapter 6: Using PR Tactics.

Part III: Putting the Wheels in Motion.

Chapter 7: Creating a Company Newsletter.

Chapter 8: Putting Your Message in Writing: The Pres Release.

Chapter 9: Writing and Placing Feature Articles.

Chapter 10: Promoting Yourself through Public Speaking.

Part IV: Choosing the Right Medium for Your Message.

Chapter 11: Getting Your Message Out.

Chapter 12: Handling the Media.

Chapter 13: Tuning In to Radio.

Chapter 14:Getting PR on the Tube.

Chapter 15: Getting More Ink (Print Isn’t Dead Yet).

Chapter 16: Going Public in Cyberspace: Your Web Site.

Chapter 17: Getting a Grip on New Technology — Blogs, Webcasting, and Podcasting.

Part V: Creating Buzz.

Chapter 18: Getting Hits from Buzz Marketing and Viral Marketing.

Chapter 19: Staging Publicity Events.

Chapter 20: Spotting and Seizing Opportunities.

Chapter 21: Knowing What to Do in a PR Crisis.

Chapter 22: Evaluating PR Results.

Part VI: The Part of Tens.

Chapter 23: The Ten Greatest PR Coups of All Time.

Chapter 24: Ten Myths about PR — Debunked.

Chapter 25: Ten Reasons to Do PR.

Chapter 26: Ten Things You Should Never Do in the Name of PR.

Chapter 27: Ten Steps to Better PR Writing.

Appendix: Recommended Resources.

Index.