Table of Contents
Introduction 7
Chapter One: PR 101 11
How PR is Different 12
What Kind of PR Person Are You Going to Be? 14
Chapter Two: Forget Your Story 21
Generating News Ideas 22
List of News Ideas 23
Chapter Three: Your PR Toolbox 27
The Press Release 28
Press Release Formats 34
Probably More Important Tools 44
Chapter Four: Understanding the Media 55
Media Etiquette 56
Changing Rules for Differing Media 61
Building Your Media List 62
Chapter Five: Working with Print & Online 67
Print Media: Types & Timelines 68
Print & Online News Staff Titles 71
More About Online News 74
What to Pitch Print & Online 75
Chapter Six: Working with Television 91
Regular TV News 91
Nighttime News 95
Morning Shows 95
Weekend News 98
Television Staff Titles 99
Chapter Seven: Working with Radio & Podcasts 103
Regular Radio News 103
Radio Morning Shows & Special Segments 105
Radio Staff Titles 105
Podcasts: The New Radio 108
Chapter Eight: Operating Like a Newsroom 113
Press Events: Photos & Video Opportunities 114
Timelines on Sending Photos & Video to TV 115
Taking Photos For the Media 116
Video Insights 119
Press Conferences 120
Chapter Nine: PR Cheats 123
Press Release Distribution Services 124
The "Wire" 127
Other PR Shortcuts 128
Chapter Ten: Infusing Other Disciplines 131
SEO PR: The New Frontier 132
Social PR: Targeting Press Through Social Media 137
Content Marketing: Repurposing PR Work 144
Awards Strategy: The Game of Winning Hardware 145
Advertising: Who Does This Anymore? 150
Chapter Eleven: Tying it All Together 153
Building Your PR Plan 154
Mapping Strategy Through Tactics 156
Selecting Audiences 158
Chapter Twelve: Living the PR Lifestyle 161
The Maximized Style 162
Becoming a Writer 166
Working with Others 168
Crisis Prevention 170
How Media Relationships Work in PR 174
Proving Your Salt 176
Discovering Your Story 180
Acknowledgements 183
About the Author 185