000 | 06151cam a2200745Mi 4500 | ||
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001 | ocn865334448 | ||
003 | OCoLC | ||
005 | 20170919123758.0 | ||
006 | m o d | ||
007 | cr cnu---unuuu | ||
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020 | _z9781118756232 | ||
020 | _a1118756231 | ||
020 | _a9781118756232 | ||
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_a(OCoLC)865334448 _z(OCoLC)872941742 _z(OCoLC)883212426 _z(OCoLC)905937586 |
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037 |
_a7464D32D-A410-4F5E-990F-A638219E72F8 _bOverDrive, Inc. _nhttp://www.overdrive.com |
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_aEBLCP _beng _epn _erda _cEBLCP _dIDEBK _dDEBSZ _dN$T _dYDXCP _dOCLCF _dOCLCQ _dOCLCO _dTEFOD _dORU _dK6U _dOCLCQ _dTEFOD _dDG1 _dOCLCQ _dCOO _dDEBBG |
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043 | _ae-uk--- | ||
049 | _aMAIN | ||
050 | 4 | _aHM263 | |
050 | 4 |
_aHD59 _b.S56 2013 |
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072 | 7 |
_aBUS _x002000 _2bisacsh |
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082 | 0 | 4 | _a659.2 |
100 | 1 |
_aSingleton, Alex, _eauthor. |
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245 | 1 | 4 |
_aThe PR masterclass : how to develop a public relations strategy that works! / _cAlex Singleton. _h[electronic resource] |
264 | 1 |
_aChichester, West Sussex, United Kingdom : _bWiley, _c[2013] |
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264 | 4 | _c©2014 | |
300 | _a1 online resource (xviii, 190 pages) | ||
336 |
_atext _btxt _2rdacontent |
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337 |
_acomputer _bc _2rdamedia |
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338 |
_aonline resource _bcr _2rdacarrier |
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500 | _aWhy trade association membership matters. | ||
504 | _aIncludes bibliographical references and index. | ||
505 | 0 | _aChapter 1: Why Public Relations Campaigns Fail -- and How to Make Them Succeed; Ignorance isn't bliss; How to get started; The dreary product or personnel announcement; What higher-level PR looks like; How to capture the results of good PR; The need to measure PR; What to avoid; When PR won't work; The miracle cure; Chapter 2: How to Develop a Story Idea that Is Newsworthy; The three types of news story; The perspective of the journalist; Luke Skywalker vs. Darth Vader; Opinion polls; Data and research. | |
505 | 8 | _aReframing how we view the world; Gamification; The bandwagon; The grenade; Days and weeks; Scarcity; Diary stories; Product reviews; The specific challenge of business-to-business stories; Chapter 3: How to Build and Maintain an Effective List of Journalists; Pay-for press-release newswires; How to build a list properly; How to build a relationship with the press; How to get the best results when emailing the press; Chapter 4: How to Write an Attention-Grabbing Press Release; The case for length; The inverted pyramid; Why newspaper standards matter; The problem of corporate waffle. | |
505 | 8 | _aEffective headlines; Press releases with no real story; What if the press release delivers bad news?; How to take and issue photographs; Photographs for report covers; Press conferences; Why you should avoid sending attachments; Customised press releases; "Did you get my press release?"; Embargoes; Giving advance notice; Newswires; Chapter 5: Dealing with Incoming Media Enquiries; Incoming phone calls; Online media centre; Unhelpful press offices; Smelling a rat or an opportunity worth avoiding; Withdrawing the use of a press office; Crisis contingency planning. | |
505 | 8 | _aChapter 6: How to Successfully Pitch a Letter; The spirit of a letters page; The competition; How a letters page is split up; What to avoid; A correcting letter; The position letter; The informative letter; The anonymous letter; The grassroots or astroturf letter; The group letter; When to submit your letter; Getting the details right; How often should you write?; Chapter 7: Persuade the Public with Compelling Comment Articles; The expert position; How to pitch the article; When to pitch a comment article; When a publication approaches you; Tricks for writing newspaper-quality articles. | |
505 | 8 | _aThe content of an article; Newspaper grammar; Proofreading; The most important word in the English language; The Flesch-Kincaid reading ease test; Promoting the article; Dealing with rejection; The problem with American newspaper columns; Chapter 8: The Secrets of Effective Television and Radio Appearances; Appearing on television; Appearing on radio; Your own radio studio; The pre-record; Don't be a robot; Start off small; Preparation; The snowball; Chapter 9: How to Choose an Agency or Consultant; How to select an agency; Audit your communications first. | |
520 |
_a"The PR Masterclass is written by former newspaper, magazine and digital journalist Alex Singleton, who is now a prominent PR trainer and consultant. It reveals the secrets of effective PR and shows how to put in place a practical, reliable and successful media strategy for your product, business or activity - one that delivers the greatest results. Through the book, you get to discover how to develop and pitch effective newsworthy material, regardless of your budget. The PR Masterclass is aimed at PR professionals as well as small business owners and entrepreneurs implementing a PR strategy." _c--Provided by publisher. |
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588 | 0 | _aPrint version record. | |
650 | 0 | _aPublic relations. | |
650 | 4 | _aConsultations. | |
650 | 4 |
_aPublic relations _zGreat Britain. |
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650 | 4 | _aPublic relations. | |
650 | 7 |
_aBUSINESS & ECONOMICS _xAdvertising & Promotion. _2bisacsh |
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650 | 7 |
_aPublic relations. _2fast _0(OCoLC)fst01082892 |
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655 | 4 | _aElectronic books. | |
655 | 0 | _aElectronic books. | |
776 | 0 | 8 |
_iPrint version: _aSingleton, Alex. _tPR masterclass : how to develop a public relations strategy that works! _dChichester, West Sussex, United Kingdom : Wiley, 2013 _z9781118756232 _w(OCoLC)861318625 |
856 | 4 | 0 |
_uhttp://onlinelibrary.wiley.com/book/10.1002/9781118756225 _zWiley Online Library |
942 |
_2ddc _cBK |
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999 |
_c207140 _d207140 |