Cover image for Power public relations : how to master the new PR
Title:
Power public relations : how to master the new PR
Author:
Saffir, Leonard.
Personal Author:
Edition:
Second edition.
Publication Information:
Lincolnwood, Ill. : NTC Business Books, [2000]

©2000
Physical Description:
xiv, 322 pages ; 24 cm
General Note:
Includes index.
Language:
English
Subject Term:
ISBN:
9780658000607
Format :
Book

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Summary

Summary

Public relations is in the White House and the boardroom. It's creating tomorrow's stars on Hollywood sets and it's shaping the careers of tomorrow's leaders. It's moving new ideas out of the workshops of entrepreneurs and onto the Internet. Public relations is everywhere. Leonard Saffir has spent a lifetime affecting the ways we view our corporations, our politicians, our heroes, and the host of products and services we buy and use every day. In "Power Public Relations," he reveals the dynamic, powerful discipline that's successfully being used to influence thinking and shape public reaction. Complete with hands-on advice on working with the media, capturing public interest, and building and evaluating a successful public relations program, "Power Public Relations" promises to reveal new opportunities for anyone who understands the new PR and puts it to work. Praise for the Previous Edition of Power Public Relations "No professional should be without this book. It carries how-to advice and a view of the future that must be read by all." -- Robert L. Dilenschneider Principal, The Dilenschneider Group "In candidly sharing his experienc


Author Notes

Leonard Saffir is a seasoned PR professional who has served as the top executive of a leading global firm, as a foreign correspondent for a wire service, and as chief of staff to a United States senator.


Table of Contents

Acknowledgmentsp. VII
Forewordp. IX
Prefacep. XI
1. The Art of Making Up Mindsp. 1
2. Integrated Marketingp. 9
3. Using Surveys as a Publicity Toolp. 35
4. PR as a Strategic Weaponp. 43
5. Power Public Relations in the Making of a Presidentp. 53
6. The Power of Internet Public Relationsp. 61
7. Promotional Philanthropyp. 67
8. How PR Can Replace Advertisingp. 77
9. Think Big (Sometimes)p. 99
10. The Secrets of Crisis Managementp. 105
11. Gentrifying the National Enquirerp. 125
12. From Lawsuits to Murder Trialsp. 133
13. New Ways That PR Serves Clientsp. 149
14. How to Stage-Manage the Interviewp. 175
15. Getting on Radio and Televisionp. 193
16. Running Effective News Conferencesp. 205
17. Building and Running a PR Firmp. 219
18. Building Strategiesp. 241
19. Evaluating the PR Programp. 253
20. How PR Is Sold--and How It Should Be Boughtp. 265
21. A Look Ahead at Power Public Relationsp. 283
Indexp. 313