Cover image for The complete guide to publicity : maximize visibility for your product, service, or organization
Title:
The complete guide to publicity : maximize visibility for your product, service, or organization
Author:
Marconi, Joe.
Personal Author:
Publication Information:
Lincolnwood, Ill. : NTC Business Books, [1999]

©1999
Physical Description:
xi, 239 pages : illustrations ; 24 cm
Language:
English
Subject Term:
ISBN:
9780844200903

9780844200910
Format :
Book

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HM263 .M2743 1999 Adult Non-Fiction Central Closed Stacks
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Summary

Summary

Comprehensive and highly engaging, The Complete Guide to Publicity covers all aspects of planning and executing a successful publicity campaign, from defining publicity to explaining the key tools of the trade, from understanding the media and the opportunities it holds to staging photos, events, speeches, and benefits. This book is a must-have for savvy media professionals and PR novices alike. Praise for other titles by Joe Marconi: For Crisis Marketing: When Bad Things Happen to Good Companies: Crisis Marketing offers a valuable guide to what a company can do before a crisis occurs and how to get beyond it. I highly recommend this book. -- Christopher Forbes, Vice Chairman, Forbes magazine For Image Marketing: Using Public Perceptions to Attain Business Objectives: . . . another winning effort from Joe Marconi, the master of marketing pragmatism. -- Joe Cappo, Senior Vice President, International Crain Communications, Inc.


Author Notes

Joe Marconi is a writer and marketing communications consultant based in Western Springs, Illinois. The recipient of many prestigious marketing and advertising industry awards, he is also the author of six books.


Table of Contents

Introductionp. ix
Chapter 1 Publicity: Definitions and Distinctionsp. 1
What It Is and What It Isn't
The Publicist: Ethics, Imagination, Energy
Publicity as Part of the Larger Marketing Plan
Publicity by Objectives: Setting Objectives; Creating the Plan
At a Glance
Chapter 2 Form and Substancep. 25
The Rules of Publicity
A Word About Costs
Who's In Charge Here?
The Tools of Publicity
Targeting Your Media
At a Glance
Chapter 3 Different Strokes: Understanding Mediap. 57
Media "Competition"
Media Under the Influence
Understanding Media
More on Media
At a Glance
Chapter 4 Creating Opportunitiesp. 101
On-Site Publicity
Events as Publicity Subjects or Vehicles
Speeches
Benefits, Parties, and Receptions
Press Conferences
Interviews
The Internet
At a Glance
Chapter 5 Great Expectationsp. 127
Getting to the Media
Writing It Right
Responding to Media Inquiries
Working with Volunteers and Committees
What Things Cost
Ride Sharing: Co-Op Programs and Publicity Partners
Creating Credibility
At a Glance
Chapter 6 Notes from the Fieldp. 143
Forms and Substance: Looks and Works
Field Notes
Looking in the Window
In the Cards
And the Award Goes To ...
When the Interview Is Confirmed
Chapter 7 A Crash Course in Publicityp. 163
101 Points to Help You Create a Publicity Program
Bibliographyp. 229
Indexp. 231