アーンドメディア・ガイド：ブランド価値向上のためのＰＲ戦略 The Guide to Earned Media : How to Use PR Strategies to Enhance Your Brand

Scranton, Annie Pace

Kogan Page Ltd（2023/08発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 184 p.
• 言語 ENG
• 商品コード 9781398611054
• DDC分類 658.827

Full Description

Harness the power of public relations and discover how you can secure meaningful press for your organization.

It can be difficult to publicize a company or a product without formal training, yet it's more important than ever for successful marketing strategies to include media relations. In this book, media expert Annie Pace Scranton breaks down the most powerful and efficient PR tactics that brands can use to garner the right kind of attention. The book guides marketing and PR professionals through the process of developing authentic messaging, unique selling points, timely news pitches and other engaging ways to reach the media.

The Guide to Earned Media is a must-read for anyone ready to unleash the power of public relations, perfect their messaging and work toward long-term brand prominence. Readers will walk away knowing how to make use of the most effective media strategies available today.

Contents

Chapter - 00: Introduction;
Chapter - 01: PR and successful branding;
Chapter - 02: The three spheres of influence;
Chapter - 03: The origin story;
Chapter - 04: Setting goals;
Chapter - 05: The brand's elevator pitch;
Chapter - 06: Thought leadership;
Chapter - 07: Pitching to print media;
Chapter - 08: Pitching to broadcast media;
Chapter - 09: The expert approach;
Chapter - 10: Conclusion