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001 ocn865334448
003 OCoLC
005 20170919123758.0
006 m o d
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008 131214t20132014enk ob 001 0 eng d
020 _a9781118756195
_qelectronic bk.
020 _a1118756193
_qelectronic bk.
020 _a9781118756201
_qelectronic bk.
020 _a1118756207
_qelectronic bk.
020 _a9781118756225
_qelectronic bk.
020 _a1118756223
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020 _z9781118756232
020 _a1118756231
020 _a9781118756232
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035 _a(OCoLC)865334448
_z(OCoLC)872941742
_z(OCoLC)883212426
_z(OCoLC)905937586
037 _a7464D32D-A410-4F5E-990F-A638219E72F8
_bOverDrive, Inc.
_nhttp://www.overdrive.com
040 _aEBLCP
_beng
_epn
_erda
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043 _ae-uk---
049 _aMAIN
050 4 _aHM263
050 4 _aHD59
_b.S56 2013
072 7 _aBUS
_x002000
_2bisacsh
082 0 4 _a659.2
100 1 _aSingleton, Alex,
_eauthor.
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]
264 4 _c©2014
300 _a1 online resource (xviii, 190 pages)
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
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.
588 0 _aPrint version record.
650 0 _aPublic relations.
650 4 _aConsultations.
650 4 _aPublic relations
_zGreat Britain.
650 4 _aPublic relations.
650 7 _aBUSINESS & ECONOMICS
_xAdvertising & Promotion.
_2bisacsh
650 7 _aPublic relations.
_2fast
_0(OCoLC)fst01082892
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
999 _c207140
_d207140