- ホーム
- > 洋書
- > 英文書
- > Business / Economics
Full Description
Public Relations is the persuasion business. Anyone who wants to learn how to communicate their message and influence the media, clients, employees, their peers or anyone else will benefit from this book.Shattering conventional wisdom, Straight Talk dispenses with easy answers, tired cliches, and the myths of social media. With five billion pieces of content posted each day on Facebook alone, it's difficult to make an impact. There are no easy solutions (in spite of what many authors say, most advertising and social media marketing doesn't work). Persuading people to buy products or services or support causes is difficult. But there are tactics that work and you'll find them in this book. Learn the essentials of public relations how to find and engage your audience, successfully pitch the media, write an editorial that wows, create a persuasive social media campaign, create powerful content marketing, and measure PR success in this witty, no-holds-barred introduction to the art of public relations.The book is perfect for entrepreneurs, small business owners, students, those working in the PR business who want to update their skills, and any consumer of media who wants to understand the secrets of persuasion. With a forward by Emmy-award winning writer Dave Boone (Academy Awards, Tony Awards), you'll learn to master the skills of public relations and strategies to write well and deliver your messages in the right way, at the right time, to the right audience.
Contents
Foreword by Dave BooneIntroductionPart 1: Traditional Public Relations1. Public Relations Defined2. A Brief History of Public Relations3. Why Public Relations Works While Advertising Doesn't4. Lessons in Persuasion: Writing and Placing Press Releases, Pitch Letters, and EditorialsPart 2: Social Media Public Relations5. Social Media Fallacies6. Lessons in Social Media: Realistic Ways Publicity Works Using Digital Methods7. Twitter is Best: How to Use It for PR8. The Dark Side of Social MediaPart 3: Content Marketing9. The Changing World of Public Relations10. A Brief History of Content Marketing11. Why Content Marketing Has Become Essential for Public Relations12. Lessons in Content Marketing: What, How, and When to PublishPart 4: PR Measurement13. Basics in Measuring PR Efforts14. The Barcelona Principles15. Measuring Social Media Efforts16. Lessons in PR Measurement: Using Advertising Value Equivalents (AVE) to Measure the Value of PR EffortsConclusionAppendix: The Five Best PR Campaigns of All TimeIndexAbout the Author
