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All business owners want to garner publicity for themselves, their products, and their organizations. So how do you create distinctive materials and more importantly—the buzz that sets you apart from the competition? Award-winning publicist Sandra Beckwith goes beyond other PR primers to not only show the mechanics of writing pitch letters and publicity kits, but also how to

strategically create a PR plan for your business.

Streetwise® Complete Publicity Plans is filled with sample forms, resources, and great ideas that you can use right away:

·Press releases

·Pitch letters

·Press kits

·Op-eds and public service announcements

·Sample editorial calendars and media checklists

作者简介：

Sandra Beckwith is the owner of Beckwith Communications and has been an award-winning publicist for more than twenty years. Ms. Beckwith has managed public relations from both the corporate and agency side, including positions with Burson-Marsteller, one of the world’s largest public relations firms. She is the creator of The Do(o)little Report and author of Why Can’t a Man Be More Like a Woman? Ms. Beckwith has appeared on national television programs, such as CBS This Morning and The Montel Williams Show; National Public Radio; as well as publications such as the New York Times and the Wall Street Journal. Ms. Beckwith lives in Fairport, NY.

Acknowledgments

Introduction

Part One What Publicity Can Do for You

Chapter 1 Understanding What Publicity Is

Chapter 2 Trate,Consumer,and Internet Media-Which Is Right for You?

Chapter 3 Defining Your Audience,Setting Goals,and Establishing Objectives

Part Two Publicity Plan Tactics

Chapter 4 Finding Something Newsworthy to Say

Chapter 5 Getting Your Information to the Right People

Chapter 6 Using the Proper Format

Part Three Elements of a Publicity Plan

Chapter 7 Writing a Killer Press Release

Chapter 8 Sample Press Releases

Chapter 9 Writing Pitch Letters That Get Results

Chapter 10 Writng Articles and Case Histories

Chapter 11 Writing a Column,Op-Ed Piece,or Public Service Announcement

Chapter 12 Preparing a Press Kit

Chapter 13 Calling a Press Conference

Chapter 14 Planning a Special Event

Chapter 15 Sponsoring an Event,Group,or Person

Part Four Seeking Out Ways to Further Your Publicity Opportunities

……

Part Five Creating and Executing Your Publicity Plan

Appendix A Worksheets

Appendix B Sample Publicity Documents

Index

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编辑推荐

Target Your Approach, Get Results

·Different types of media exposure—and which is best for your business

·How to tailor PR plans for trade vs. consumer media

·Dealing with print vs. electronic media

·What is—and isn’t—newsworthy

Reaching the Right People

·Determine your audience

·Reach diverse communities

·Building relationships with the press

·Media directories

Executing Your Plan

·Staying within budget

·Managing schedules and timelines

·Hiring outside help

Quantify Your Results

·Track new clients or product sales

·Jumpstart a stalled publicity campaign

·Refine your media base

·Justify your effort

Streetwise® Complete Publicity Plans doesn’t just show you how to put a plan together, it enables you to maximize results!