دانلود کتاب The PR Masterclass: How to Develop a Public Relations Strategy That Works!

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Cover......Page 1
Title page......Page 5
Copyright page......Page 6
Contents......Page 7
Foreword......Page 9
Preface......Page 13
Chapter 1: Why Public Relations Campaigns Fail – and How to Make Them Succeed......Page 21
Ignorance isn’t bliss......Page 23
How to get started......Page 26
The dreary product or personnel announcement......Page 29
What higher-level PR looks like......Page 30
How to capture the results of good PR......Page 31
The need to measure PR......Page 32
What to avoid......Page 36
When PR won’t work......Page 38
The miracle cure......Page 39
Chapter 2: How to Develop a Story Idea that Is Newsworthy......Page 43
The three types of news story......Page 46
The perspective of the journalist......Page 47
Luke Skywalker vs. Darth Vader......Page 49
Opinion polls......Page 52
Reframing how we view the world......Page 54
Gamification......Page 55
The bandwagon......Page 58
The grenade......Page 59
Days and weeks......Page 61
Scarcity......Page 63
Diary stories......Page 64
Product reviews......Page 65
The specific challenge of business-to-business stories......Page 66
Chapter 3: How to Build and Maintain an Effective List of Journalists......Page 69
Pay-for press-release newswires......Page 74
How to build a list properly......Page 77
How to build a relationship with the press......Page 79
How to get the best results when emailing the press......Page 83
Chapter 4: How to Write an Attention-Grabbing Press Release......Page 87
The case for length......Page 90
The inverted pyramid......Page 91
Why newspaper standards matter......Page 93
The problem of corporate waffle......Page 94
Effective headlines......Page 98
Press releases with no real story......Page 99
What if the press release delivers bad news?......Page 100
How to take and issue photographs......Page 101
Photographs for report covers......Page 103
Press conferences......Page 104
Why you should avoid sending attachments......Page 106
Customised press releases......Page 107
“Did you get my press release?”......Page 109
Embargoes......Page 111
Giving advance notice......Page 113
Newswires......Page 115
Chapter 5: Dealing with Incoming Media Enquiries......Page 117
Incoming phone calls......Page 119
Online media centre......Page 120
Unhelpful press offices......Page 122
Smelling a rat or an opportunity worth avoiding......Page 124
Withdrawing the use of a press office......Page 125
Crisis contingency planning......Page 128
Chapter 6: How to Successfully Pitch a Letter......Page 129
The spirit of a letters page......Page 131
The competition......Page 132
What to avoid......Page 133
A correcting letter......Page 137
The position letter......Page 138
The informative letter......Page 139
The anonymous letter......Page 140
The group letter......Page 141
When to submit your letter......Page 143
Getting the details right......Page 144
How often should you write?......Page 147
Chapter 7: Persuade the Public with Compelling Comment Articles......Page 149
The expert position......Page 152
How to pitch the article......Page 153
When to pitch a comment article......Page 155
When a publication approaches you......Page 156
Tricks for writing newspaper-quality articles......Page 157
The content of an article......Page 159
Newspaper grammar......Page 160
Proofreading......Page 161
The Flesch–Kincaid reading ease test......Page 162
Promoting the article......Page 163
The problem with American newspaper columns......Page 164
Chapter 8: The Secrets of Effective Television and Radio Appearances......Page 167
Appearing on television......Page 170
Appearing on radio......Page 173
Your own radio studio......Page 174
The pre-record......Page 175
Start off small......Page 176
The snowball......Page 177
Chapter 9: How to Choose an Agency or Consultant......Page 179
How to select an agency......Page 182
Audit your communications first......Page 183
Why trade association membership matters......Page 184
Other considerations......Page 185
The staff......Page 187
The independent consultant......Page 188
Qualifications for PR practitioners......Page 189
How to pay for PR services......Page 190
Chapter 10: Future Learning......Page 193
The essential reading list......Page 196
Useful websites......Page 198
The future......Page 199
About the Author......Page 201
Acknowledgements......Page 203
Index......Page 205