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· 분류 : 외국도서 > 경제경영 > PR 홍보
· ISBN : 9781394284870
· 쪽수 : 384쪽
· 출판일 : 2025-03-11
목차
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
