Review
…the ideas herein will make your creative mind fly for sure!＂
TamsPalm Blog, September 2006
內容簡介：
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
關於作者：
Eric Yaverbaum: Eric Yaverbaum co–founded Jericho
Communications, a New York City–based PR firm, and served as its
president for 21 years before moving to Lime Public Relations and
Promotions, where he currently serves as a Managing Partner and
Director of Client Services. He has more than 25 years of
experience in the practice of public relations and has earned a
reputation for his unique expertise in strategic media relations,
crisis communications, and media training. Eric has amassed
extensive experience in counseling a wide range of clients in
corporate, consumer, retail, technology, and professional–services
markets and in building brands such as Sony, IKEA, Domino’s Pizza,
TCBY, Progressive Insurance, and American Express, among many
others.
Eric has acted as corporate spokesperson on behalf of dozens of
clients, including Domino’s Pizza, Hain–Celestial Food Group,
Prince Tennis Rackets, and Camp Beverly Hills Clothing. He is a
regular on the lecture circuit, speaking to professional
organizations across the country on the art of public relations. He
has been a guest on many national and regional television and radio
programs and networks, including all of the network morning shows,
FOX Friends, and Larry King Live, to name a few.
Eric has written many articles for trade journals and daily
newspapers on various topics in public relations and co–authored
the best–selling book I’ll Get Back to You McGraw–Hill and
Leadership Secrets of the World’s Most Successful CEOs Dearborn.
A graduate of The American University, Eric is an active member of
the highly selective Young President’s Organization, where he
served as Chapter Chairman from 2000 to 2003 and founded the “Walk
a Mile in My Shoes” initiative that lobbied the U.S. House of
Representatives and U.S. Senate to pass the bill calling for
increased funding for stem cell research.
目錄：
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.
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