The Publicity Handbook : The inside Scoop from More than 100 Journalists and PR Pros on How to Get Great Publicity Coverage : in Print, Online, and on (2 New)

個数:

The Publicity Handbook : The inside Scoop from More than 100 Journalists and PR Pros on How to Get Great Publicity Coverage : in Print, Online, and on (2 New)

  • 提携先の海外書籍取次会社に在庫がございます。通常2週間で発送いたします。
    重要ご説明事項
    1. 納期遅延や、ご入手不能となる場合が若干ございます。
    2. 複数冊ご注文の場合、分割発送となる場合がございます。
    3. 美品のご指定は承りかねます。
  • 製本 Paperback:紙装版/ペーパーバック版/ページ数 448 p.
  • 言語 ENG,ENG
  • 商品コード 9780844232423
  • DDC分類 659

Table of Contents

Foreword                                           xi
Acknowledgments xiii
Introduction xv
Planning for Publicity 1 (38)
Publicity Defined 2 (1)
Planning for Publicity Success 3 (6)
Researching Your Marketplace 9 (2)
Reaching Your Audience 11 (4)
Testing and Evaluating Your Publicity 15 (4)
Preparing Your Organization for Publicity 19 (14)
Keeping Expectations Realistic 33 (2)
Checklist---Your Role as Publicist 35 (4)
Working Effectively with the Media 39 (34)
Approaching the Media 41 (14)
Observing Format Preferences 55 (2)
Working Within Deadlines 57 (4)
Introducing Yourself to the Media 61 (3)
Building Your Reputation for Accuracy 64 (5)
Checklist---Basics of Good Media Relations 69 (4)
How to Create Newsworthy Publicity 73 (30)
Selecting Newsworthy Facts 74 (2)
Remaining Objective 76 (15)
Publicity for Products 91 (4)
Recycling Your Publicity 95 (4)
Checklist---Keys to Newsworthy Publicity 99 (4)
Writing for Print Media and the Web 103 (36)
Press Releases 104 (19)
Fact Sheets 123 (2)
Feature Stories 125 (7)
Fillers 132 (2)
Letters to the Editor 134 (3)
Checklist---Writing for the Press 137 (2)
Getting Newspaper and Magazine Publicity 139 (38)
Knowing Your Newspapers 140 (4)
Approaching Reporters and Editors 144 (3)
Working with Reporters and Editors 147 (5)
Working with Cartoonists and Editorial 152 (4)
Writers
Approaching and Working with Feature Editors 156 (3)
Approaching Syndicated Columnists and Wire 159 (2)
Services
Getting into Magazines 161 (10)
Seminars for Editors 171 (2)
Checklist---Getting into Print 173 (4)
The Internet: New Publicity Tools and New 177 (58)
Audiences
New Rules for Journalists 178 (4)
New Audiences 182 (8)
Where Are the Journalists? 190 (5)
New Tools for Publicists 195 (21)
On-Line Clippings 216 (2)
On-Line Publicity at Trade Shows 218 (2)
On-Line Pressrooms 220 (6)
The Direct Publicity Trend 226 (2)
Checklist---the Internet: New Publicity 228 (7)
Tools and New Audiences
The Art of the Publicity Photograph 235 (22)
Photos of Events 238 (5)
What Makes a Good Product Shot 243 (1)
Technical Requirements for Photos 244 (3)
Posting Photos on Your Website 247 (1)
Hiring Your Own Photographer 247 (1)
Photo Captions 248 (1)
Model Releases 249 (2)
Permits 251 (1)
Submitting Photographs to the Press 251 (1)
Checklist---Getting Pictures Published 252 (5)
Preparing Broadcast Publicity 257 (42)
Writing Effective Broadcast News Releases 258 (1)
Public Service Announcements 259 (20)
Video News Releases 279 (10)
Audio News Releases for Radio Stations 289 (1)
Broadcast Feature Programs 289 (2)
Community Calendar Listings 291 (1)
Television Specials 291 (2)
Checklist---Preparing Materials for 293 (6)
Broadcast
How to Work Effectively with Broadcasters 299 (38)
Compiling Broadcast Data 302 (3)
Working with Public Service Directors 305 (6)
Working with Newscasters 311 (6)
Approaching the Networks 317 (1)
Making Live Appearances 317 (6)
Satellite Media Tours 323 (3)
Promoting Special Programs 326 (2)
Approaching Cablecasters 328 (2)
Checklist---Getting on the Air 330 (7)
When the Media Come to Your Doorstep 337 (24)
Press Conferences and Special Events 338 (14)
Following Up After Your Conference or Event 352 (1)
Publicity at Trade Shows 353 (1)
Unplanned Visits from Reporters 354 (2)
Checklist---When the Media Visit 356 (5)
Making Controversy Positive 361 (16)
Handling Controversy 362 (8)
How Some Actual Controversies Were Handled 370 (3)
Checklist---Handling Controversy 373 (4)
Solving Problems with the Media 377 (6)
Using National Publicity as a Tool 378 (1)
How to Handle Inaccurate Coverage 379 (2)
Help from the Federal Communications 381 (2)
Commission
Sources and Services for Publicists 383 (52)
Audio and Video News Releases 384 (2)
Books and Tapes 386 (5)
Content Syndicators 391 (1)
Directories of Experts 392 (1)
Discussion Groups and Mailing Lists 393 (5)
Fax News Distribution Services 398 (1)
Mat Services 399 (1)
Media Directories 400 (6)
Media Lists on Labels and Computer Diskettes 406 (1)
Media Tours 407 (1)
News Wires 408 (3)
Newsgroup and Mailing List Search Engines 411 (1)
Newsletters and Magazines 412 (4)
On-Line Pressrooms and Press Kits 416 (1)
Press Books 416 (1)
Press Clipping Services 416 (4)
Professional Organizations 420 (2)
Public Service Spot Production and 422 (1)
Distribution
Publicity Distribution Services 423 (3)
Satellite Media Tours 426 (1)
Software 427 (1)
Surveys 428 (1)
Training 429 (1)
Webcasting and Web Conferences 430 (2)
Websites 432 (3)
Index 435