Step-by-step guide for creating and implementing public relations programs, including conducting marketing research, setting objectives, developing a campaign and measuring results. Focused on pr basics.

Have you ever dreamed of going viral? Not just on YouTube, but like wildfire across all media, including radio, television and the world's most important newspapers and magazines? This groundbreaking book offers a fresh approach to promoting your human interest story so it becomes a national discussion. Beyond standard public relations strategies, seasoned marketing veteran and CEO of Freakin' Genius Marketing, Lori Gertz, offers practical solutions and tactics to create a precedent-setting national debate in the media, including: Creating a mission for your messaging Pitching your story Developing and delivering viral sound bites Aligning with topics of interest that are already in the news Avoiding the pitfalls of tabloid journalism and more. New Resource section offers lengthy hands-on support to create powerful press releases, media lists, and more Experience your dream of becoming a viral story as a reality after reading Be the News.

Media Relations Handbook for Government, Associations, Nonprofits, and Elected Officials, 2e, by Bradford Fitch, Editor: Jack Holt. The Media Relations Handbook is called "the big blue book" on Capitol Hill.

Human communication is a constant, continuous, and dynamic phenomenon. You cannot not-communicate nor can you un-communicate. For an individual entity, there is only ONE communication. Not multiple, not varieties, only one. That one communication is the culmination of all that has been communicated by the entity until the "now" in time. You cannot go back and un-communicate something. You can only begin from the "now" to create the intended outcome. That outcome is always a negotiation with the receiver/audience/community to cultivate an agreed understanding.

For a communication professional, understanding this fact is essential. No matter where you work, someone has been communicating something before you began. You cannot un-communicate it. You cannot create a new beginning; but you can begin now to create a new outcome. Research continues into the changes in communication wrought by the Internet and public expectations that are experiencing mercurial change.

As best practices are now being developed, the Media Relations Handbook 2e can give you guidance and ideas that will spark your innovation.

Table of Contents

Introduction
Foreword
Ch. 1 First Steps
Ch. 2 Tools of the Craft
Ch. 3 Developing a Message and Communication Plan
Ch. 4 Interacting with Reporters
Ch. 5 Overview of the Media: Print, Radio, TV, and the Internet
Ch. 6 Online Communication
Ch. 7 Dealing With the Principal
Ch. 8 Interview Preparation
Ch. 9 Internal Issues: Experts, Policy, Numbers, Leaks, Lawyers, and Language
Ch. 10 How to Interact with Congressional Campaign Operations
Ch. 11 Communication in a Federal Agency
Ch. 12 Crisis Communication in Public Affairs
Ch. 13 Honest Spin: Ethics in Public Affairs
Appendices
Glossary
Epilogue
Index

For Complete Table of Contents, see MediaRelationsHandbook.com

Delivering an effective media interview today is more challenging than ever before. Today's media spokesperson must compete with shrinking audience attention spans, cope with social media overload, and confront sensationalized reporting. Given those challenges, how can you create positive messages that cut through the noise and motivate your audiences? How can you respond to difficult questions in a confident manner that increases your credibility? And how can you navigate your company through a media crisis so it becomes a mere blip instead of a reputation-destroying disaster? Brad Phillips, one of the world's top media trainers, will lead you through an engaging mix of 101 two-page lessons, three dozen real-life case studies, and several hands-on exercises. He will teach you how to become an effective media spokesperson, eliminate your fear, build your brand, and enhance your reputation. You will learn how to: Master the ground rules for working with reporters Create memorable media messages Support your message with media-friendly stories, statistics, and sound bites Deliver a winning interview Answer tough questions Adjust your approach for print, radio, television, and social media Use positive body language that reinforces your message Dress for television Prepare for and manage a media crisis One of the most comprehensive and well-organized books ever published on the topic, The Media Training Bible will prepare you for today's media culture, in which a tweet can become newsworthy and a news interview can become tweet-worthy.

Next to the AP Style Guide, the "Media Relations Handbook" is arguably the most valuable reference available for any public affairs officer, press secretary or Beltway PR professional.

The "Media Relations Handbook" is required reading for Capitol Hill press secretaries, federal agency public affairs officers, political campaign spin doctors, nonprofit PR professionals, lobbyists or anyone involved in garnering media coverage. In this Handbook, Bradford Fitch explores theory and practice, discussing general principles and illustrating each point with real-life examples.

This book is for those who are seeking the most effective means to communicate on behalf of a government agency, a national association or nonprofit, or an elected official. It will help you channel your hot passion with the cool guidance that has been gleaned through others' experience.

The author professes no unique insight into media relations in public affairs. Rather, this book is an amalgamation of the collective wisdom of hundreds of public relations professionals in the worlds of government and politics. It is an overview of the ideas that have become the accepted rules of communications in Washington, presented in one volume.

" T]his book will be of value to students and professionals of political communications and public relations. Summing up: Recommended. Upper-division undergraduate through professional collections."
-- CHOICE

"Although targeted for new media relations staff or ones starting a new press office, even the most experienced public information officer can learn from this book."
-- Gene Rose, Director of Public Affairs, NCSL, in State Legislatures magazine

"Offers a wealth of practical advice on public relations that will be of benefit to governmental and non-governmental organizations alike."
-- Municipal World

A rich 'how-to' lesson for pros and for novices who must negotiate the competitive landscape of America's new media."
-- Ann Compton, White House Correspondent, ABC News

Summary Table of Contents
Introduction
Foreword
Ch. 1 First Steps
Ch. 2 Tools of the Craft
Ch. 3 Developing a Message and Communications Plan
Ch. 4 Interacting with Reporters
Ch. 5 Overview of the Media: Print, Radio, and TV
Ch. 6 Web-Based and Online Communications
Ch. 7 Dealing With the Principal
Ch. 8 Interview Preparation
Ch. 9 Internal Issues: Experts, Policy, Numbers, Leaks, Lawyers and Language
Ch. 10 How to Interact with Congressional Campaign Operations
Ch. 11 Communications in a Federal Agency
Ch. 12 Crisis Communications in Public Affairs
Ch. 13 Ethics in Public Affairs
Appendices
Glossary
Epilogue
Index

Complete Table of Contents online at www.MediaRelationsHandbook.com

IS YOUR BUSINESS CLOSE-UP IN PERFECT FOCUS? Attracting - and maximizing - great PR opportunities for you, your idea and your organization is as much an art as it is a science if you want to sparkle in the spotlight. In this must-have book covering all aspects of today's media relations, industry experts offer "been there/done that" tips, resources and guidelines on how to: Make influential connections Become sound-bite savvy Endear yourself to reporters Survive awkward moments Use social media wisely Manage a cost-effective campaign Looking for that portal to media magic? It's right here in your hands.

THINK Currency. THINK Relevancy. THINK Public Relations. The engaging visual design of THINK Public Relations provides an introduction to the field of public relations that successfully blends theory and practice in an easy-to-read format. Students are introduced to exciting and innovative public relations campaign examples in the contract of relevant theory and core concepts that they will need to succeed in the world of public relations. The authors offer a practical approach to the study of public relations and emphasize competition and conflict management, while providing a concise, comprehensive overview of the profession. A better teaching and learning experience This program will provide a better teaching and learning experience-for you and your students. Here's how: *Personalize Learning-MySearchLab delivers proven results in helping students succeed, provides engaging experiences that personalize learning, and comes from a trusted partner with educational expertise and a deep commitment to helping students and instructors achieve their goals.*Improve Critical Thinking-Questions and cases throughout the text encourage students to think critically about public relations topics. *Engage Students-An appealing visual design and real-world applications engage students in the material. *Apply Ethics- Feature boxes introduce readers to the important ethical and legal issues facing public relations practitioners today. *Support Instructors-Activities and assessment in MySearchLab offer instructors supplemental materials to help their students succeed. Note: MyMySearchLab with eText does not come automatically packaged with this text. To purchase MySearchLab, please visit: www.mysearchlab.com or you can purchase a valuepack of the text + MySearchLab (at no additional cost): ValuePack ISBN-10: 0205916783 / ValuePack ISBN-13: 9780205916788

Goodgold directs her work towards the business-to-business market to help small business owners, entrepreneurs, sales professionals, or anyone who is looking to create an indelible image. She offers quick and easy techniques that business owners can learn today and implement tomorrow.

This is the story of a 'sixties adman who harnessed the big ideas of his age and set out to reinvent advertising - and then change the world. In so doing he introduced interactive, PR-generating stunts, and social media - way back in the 1960s. Then he used them to save the Grand Canyon, kick-start the Green Movement, free a Caribbean island and launch Wired magazine's 'patron saint', Marshall McLuhan. And he did it all with a flamboyance that inspired the likes of Tom Wolfe, John Steinbeck and the makers of the counterculture. His name was Howard Luck Gossage. These are his life and times.

"A Top 5 Business Book to Read this Summer" - PR Daily

One of "9 Books Every Style Blogger Should Read" - Independent Fashion Bloggers (IFB)

"I come across young women and men wanting to get into the fashion/lifestyle PR business almost every day. Ready to Launch...answers the questions that everyone asks." - Melissa Davis, Ruby Press

"If you want a career in fashion PR but just can't seem to catch a break, Ready to Launch] is the book for you."- Marguerite Darlington, Inside FMM

"Ready to Launch" is an information-dense, fun-to-read adventure through the fast-paced, ever-evolving world of public relations in the fashion industry. Written particularly for those just getting started (public relations undergraduates, entry-level practitioners), "Ready to Launch" is the only career guide tailored specifically for aspiring fashion PR professionals. A definite must-read for anyone considering a career in fashion PR, marketing or a related field, the book charts the course from education to internships and interviews, touching on personal branding, reputation management and setting a long-term career vision for ongoing success.

"Ready to Launch" was written by Crosby Noricks, founder of leading fashion PR resource "PR Couture," based on her own career trajectory in fashion PR, consumer marketing and social media. The book also includes contributions from more than two dozen fashion public relations practitioners working with brands like Betsey Johnson, Elie Tihari, Coach, Tom's and Nine West, as well as top agencies Edelman Digital, Style House PR, and Regan Communications.

Begin your career in fashion PR with practical, valuable advice already in hand. Get answers and information like: The difference between PR, Marketing & Advertising What to expect from a career in fashion PR Different ways to work in fashion PR Public Relations Title and salary information How to get noticed for the job you want Favorite job interview questions from fashion PR hiring managers Contact information for top fashion PR agencies How to use social media to find jobs before anyone else How to create personal and professional goals to help keep you on track Glossary of must-know fashion PR terms

In 1933, John W. Hill opened the New York office of what would become the most important public relations agency in history: Hill & Knowlton, Inc. By 1959, the combined sales of its clients--which included Procter & Gamble, Texaco, Gillette, and Avco Manufacturing as well as the steel, tobacco, and aviation industries' trade associations--amounted to 10 percent of the gross national product. The Voice of Business chronicles Hill & Knowlton's influence on American public discourse in the years following World War II. Guided by its founder's conservative ideals, Hill & Knowlton developed a twofold mission: to influence public discussion about issues important to its clients and to educate Americans about big business. Karen Miller shows how the agency tried to manipulate public opinion, political debate, and news media content about such issues as postwar military aircraft procurement, the deregulation of margarine production, President Truman's seizure of steel mills in 1952, and the cigarette health scare of 1953-54. Though its campaigns did not change many opinions, she says, Hill & Knowlton affected the public indirectly by reinforcing the ideas of its clients and other conservatives.

This book can assist small businesses, nonprofits and local community groups in getting key information across to the general public and to stakeholders. This updated edition contains new information on social media, crisis communications and strategic communications planning. Readers will learn: What the media wants - How to create crisis communications and strategic communications plans - How to reach target audiences - How to write media advisories, press releases and organize press conferences - How to handle tough interviews and press conferences. What communications experts are saying about 30 Things... "Tim Herrera does a tremendous job of demystifying how the news business works..." -Kevin Riggs, Sr. Vice President, Randle Communications, Sacramento "I plan on using this as a 'must have' resource with my non-profit and civic clients." -Heather McGowan, Principal and Owner, Sounding Board Marketing & Communications "If you want press coverage, read this book ... It should be required reading for everyone in public relations." -Kitty O'Neal, KFBK News Anchor "Some books explain media relations and others communication. This book is a marriage of the two in the real world...." -Tony Asaro, Director of Community Relations, Sacramento River Cats

""In her book, Bernadette Martin, the "Storytelling Sage," expertly fuses personal branding with storytelling to help people and corporations access their most compelling stories to strengthen their brands." -- William Arruda, President, Reach Personal Branding"

As neurological research confirms, storytelling is a powerful communicative tool. In her new book, "Personal Branding Strategist," Bernadette Martin demonstrates how stories have transformed corporate images as well as professionals' careers. From Storytelling 2.0 or Digital Storytelling, to interviews with experts to the Branded Bio tool, Martin guides you in developing your own compelling story and then covers the gamut of online and offline opportunities available to reach your target and impactfully market the "Brand Called You."

Using this book, professionals and executives of all types, entrepreneurs, consultants, musicians, academics and students will undergo a "personal branding process." Uncovering, clarifying and communicating what makes them unique, understanding their attributes, strengths, values and passions, they'll craft the stories that give new life to their careers, finding the most persuasive ways to tell them.

Beginning with crafting the BIO, a "must have" in your Brand Tool Kit, readers will develop essential components to integrate into their verbal, written and visual messaging, to build their personal "brands." Let over 50 BIO references, 15 interviews with authors, thought leaders and recruiters, three exemplary case studies, a BIO "makeover" and a multitude of BIO "Gems" (excerpts that create memorable, captivating touch points that make you come "alive") help you discover your story, and positively impact your career.

So....what's your story?

If you have these questions, you will find the answers in this book: What is the difference between a BIO and a RESUME? How do I develop storied content to write my BIO? What are the essential elements in the Career Personal Brand Tool Kit? What can a BRANDED BIO do for my career? Where can I get the most impact with my BRANDED BIO online and offline?

I have two options to help you succeed with your publicity. I can take your thousands of dollars to be your publicist. Silly isn't it. Or I teach you the art of effectively using media to generate publicity that shares your contribution. I've been doing it since 1994 and working with the media since 1998. As an author, talk show host, and film producer, I have published this book to give you all the tips, tricks, and techniques to make publicity simple and successful.

Semenik/Allen/O'Guinn's ADVERTISING AND PROMOTIONS: AN INTEGRATED BRAND APPROACH, 6E, International Edition places the reader in the midst of today's fast-paced, exhilarating world of advertising - demonstrating how good advertising is the result of hard work and careful planning. The authors draw from their vast business and teaching experience to integrate a solid understanding of advertising strategy and theory with hands-on, real applications. A leader for its emphasis on integrated brand promotion, this edition combines a compelling presentation of the fundamentals of advertising with invigorating coverage of the latest practices and industry developments, such as social media, design thinking, and the impact of globalization. Advertising strategy comes to life with more than 500 of today's most contemporary ads and exhibits. The book's content follows the same process as an advertising agency to equip readers with the tools, knowledge, and practice for effective results.

This book provides an executive overview of the field of public relations with a focus on what managers need to know to master the function quickly and effectively. The authors bring to bear on the topic of public relations management our research and academic knowledge in the areas of business management and strategy, mass communication, marketing, public relations, organizational communication, journalism, ethics, and public opinion along with years of professional experience in managing public relations. Throughout the text, we integrate the academic with the professional by asking: How can an executive use this knowledge to make the most of the public relations function, department, and initiatives in order to help their whole organization be successful?

Winner of the 2011 National Communication Association PRIDE Best Textbook Award, given by the PR Division.Contemporary public relations practice has developed over the last several decades from the weak third sister in marketing, advertising, and public relations mix to a full player. Part of that development can be traced to a change in the way that public relations is researched, measured, and evaluated. Both Drs. Stacks and Michaelson are members of that Commission and have been in the forefront of taking public relations research, measurement, and evaluation to the next level. This book will provide the business reader with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation and the public relations practitioner as guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns.

The Essential Guide to Protecting Your Reputation in Crisis Situations

They're here one day and gone the next - corporate giants like Arthur Andersen disappeared in a puff of smoke because their clients no longer had faith in them as auditors. For as large and established as Arthur Andersen was, it could not overcome its reputational crisis in the wake of the Enron collapse.

Could this happen to your business, nonprofit or academic institution? Your organization's reputation is its most valuable - and fragile- asset. Some businesses, nonprofits or academic institutions never recover from a reputational crisis. Others pull through and move on to become bigger and better.

Your organization's reputation need not be damaged in a crisis How you handle a crisis will be remembered long after it is passed. Written for businesses, nonprofits and academic institutions Reputational Risk Management will illustrate how to: Leverage the four steps to create and execute an effective crisis management plan.Avoid missteps in dealing with a crisis.Keep everyone prepared to confidently deal with a crisis situation.Employ the secret weapons for managing and surviving a crisis.

Endorsements

"Having worked with Peg Jackson for several years, one could not ask for a better risk manager to have in your corner. Her sixth sense is attuned to reputational risk management, a critical element in today's business environment. Her newest book, Reputational Risk Management, is a must read for all business managers and owners; small, large or in between. They cannot afford to not know what they don't know. It can happen to them " - Devon Blaine, President & CEO, The Blaine Group: A Total Communications Agency and Crisis Management Firm

Media strategist and award-winning journalist David E. Henderson reveals how to navigate today s complex and evolving traditional and online media environments. As new and not-so-new ways of communication collide, it is imperative to maximize an organization s voice and awareness, all with the intent to better connect with audiences.

The online democratization of mass communications is redefining how people connect, businesses work, and governments run. It s a new world business matrix and model. Organizations of all sizes can simply bypass mainstream media to communicate their news, in the way they choose directly to their audience. In the Internet era, the status quo is no longer in the scramble for competitive leadership. It is an ever-changing landscape that can adapt to the needs of the marketplace and the audience instantaneously.

For top executives, leaders, communications professionals and managers, "Making News in the Digital Era" makes sense of the merging old and new media, and delivers practical ways to communicate in our competitive world.

Praise for David E. Henderson:

David Henderson gets it. He knows the online media world and has interesting things to say. Besides, he's the dude who got me on Twitter. Rainn Wilson, actor and creator of SoulPancake.com.

Among the attributes of leadership, the ability to communicate clearly has never been more important than it is today. If you want to become a more effective communicator, David Henderson has the experience and the skills to help. Dan Rather, renowned news anchor and journalist.

The ideal team to improve an organization s communications would have a seasoned network newsman, a successful PR executive, someone with experience in the mainstream media and someone else with expertise in the digital revolution. That team is David Henderson. No one can help you make news in the digital era like he can. Greg Dobbs, veteran ABC News and HDNet television news correspondent.

I m a huge David Henderson fan because he is a success both as an award-winning journalist and as a media-relations pro responsible for stunning successes in generating massive media attention. Making News in the Digital Era is important because you ll learn from someone who knows both sides. Forget the self-proclaimed gurus and pretenders, Henderson is the real deal. David Meerman Scott, bestselling author of The New Rules of Marketing & PR and World Wide Rave.

Successful Spokesperson Are Made, Not Born is an expanded edition of the original book published in 2000, adding instructor teaching guides, sample speech openings and new anecdotes to the basic techniques from the first edition. The expanded edition has also been published in Chinese by Peking University Press, Beijing. ISBN: 978-1-4259-8648-3 Order, paperback, from: AuthorHouse, Amazon, Google or major book store chains. Blog Posting - Media Interview Check List ("Successful Spokespersons." Appendix)

The perfect resource for anyone who is about to be interviewed by the media. A wonderful, quick to read, easy to understand pocket guide. Perfect for a busy corporate executive, government employee, or those who work in the not-for-profit sector. A great precursor or follow up to Media Training.

Getting a public relations campaign or programme off the ground can seem an overwhelming task. But, as with any project, the secret of success lies in good planning and effective management. This fully updated second edition of "Planning and Managing Public Relations Campaigns" provides a blueprint for all practitioners. It describes how to initiate and manage the ongoing development of a programme in a structured way to benefit both the organization and its clients. Practical and easy to read, the book takes the form of a step-by-step guide, covering many vital areas including: the public relations function; starting the planning process; research and analysis; setting objectives; strategy and tactics; timescales and resources; and, evaluation and review. Packed with numerous case studies, the book demonstrates a 10-point plan for ensuring successful campaigns and programmes. By using the techniques presented here, public relations practitioners will be able to drive events instead of being driven by them. Endorsed by the Institute of Public Relations, Planning and Managing Public Relations Campaigns is vital reading for students, practitioners or managers who want a definitive guide to the planning and management process.