A Handbook of Advertising Media and Public Relations
Public Relations serves a wide variety of institutions in society such as businesses, trade unions, government agencies, voluntary associations, foundations, hospitals, schools, colleges and religious institutions. To achieve their goals, these institutions must develop effective relationships with many different audiences or groups such as employees, members, customers, local communities, shareholders, and other institutions, and with society at large. This book is packed with successful ideas, techniques and campaigns that really worked – and one can customize them to fit the clientele, product or service. This friendly guide shows how PR works, how to brainstorm for creative ideas, how to deliver one’s message to the media, and how to create buzz. And there’s more: Developing and sticking to a budget; Building an in-house PR department; Specific PR tactics like contests, surveys, and tie-ins; Company newsletters; Writing query letters and pitch letters; Handling oneself in interviews; Turning bad press into good publicity; Developing a contact list; Specific strategies for radio, TV, newspapers, and new media; Handling crises; and Measuring PR results.
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