"Every business needs publicity, but the small company needs it the most! There is no better way to help jumpstart a business or supplement a company’s ongoing advertising than doing a good job at public relations. When you get mentioned in the media…it’s FREE ADVERTISING for your company. And many times publicity is even more effective than paid advertisements.

This book shows you how to get publicity. You will learn the exact steps to take to become successful at publicity and public relations. Just the insider contacts found in this book are worth a fortune.” John Schulte President, National Mail Order Association.

Public relations doesn’t need to be painful. In fact, it can be fun! After all, what’s more rewarding than promoting your own business? You know your business better than anyone, but knowing HOW to promote it is the key. That’s where our Public Relations PRimer can help.

Don’t think of this as Public Relations 101…think of it as more than 101 ways to maximize your public relations efforts. And if you have not yet tested the PR waters, now’s the time to do so. With our Public Relations PRimer, you’ll more than stay afloat—you’re certain to make a splash in your industry. Let the PR PRimer be your beacon and its tactics your oars as you determine the direction you want your business to head.

So where do you begin? That part is up to you.

Take a look at our comprehensive Table of Contents, to get a good idea of what’s inside:

SECTION ONE: PUBLIC RELATIONS OVERVIEW • page 7

What is – and isn’t – PR • page 7
Goals of PR • page 7
Internal vs. external PR • page 8
What is considered newsworthy? • page 10
Consistency of message • page 10

SECTION TWO: PUBLIC RELATIONS BASICS • page 11

Media: Friend or Foe? Building media relationships • page 11
What’s the buzz? Word-of-mouth PR • page 13
Editorial calendars • page 17
Investor relations • page 26
Use of photography, images • page 26
Media kits • page 30
Monitoring the media • page 31
Measuring results • page 32
Expert positioning • page 34
Working with a PR firm or consultant • page 35

SECTION THREE: PR ON A BUDGET • page 36

Tips & tricks from the nonprofit world • page 36

SECTION FOUR: PRINT PR • page 37

How to write a news release • page 37
How to submit a news release • page 39
When to submit a news release • page 40

SECTION FIVE: ONLINE PR • page 41

Building an online presence • page 41
Build it and they will come? • page 42
Writing for the web • page 45
Testimonials • page 45
Web awards • page 45
Search engine & affiliate advertising • page 46
E-newsletters • page 47
FAQ • page 47
Link exchanges • page 47
Blogs – blessing or curse? • page 48
Last but not least… the online newsroom • page 51

SECTION SIX: BROADCAST PR • page 52

Tips for spokespeople • page 52
Tips for radio interviews • page 52
Tips for TV interviews • page 52
Media training • page 53
Use of VNRs, B-roll, SMTs, webcasting • page 53
Podcasting – the next big thing? • page 55
Move over, podcasting – make way for vlogging • page 56

SECTION SEVEN: FOLLOW-UP • page 57

So you’ve got a PR placement, now what? • page 57

SECTION EIGHT: CRISIS COMMUNICATIONS • page 59

What it is, and why it’s so important • page 59
Possible crisis scenarios • page 59
Immediate responses • page 60
Hotlines/recordings • page 60
Press conferences • page 60

SECTION NINE: PR RESOURCES • page 61

Excerpts from mini-seminar: “Public Relations Begins with the First Phone Call” • page 61
Sample communications plan outline • page 64
Basic AP news style • page 65
News release templates • page 66
Product/service release • page 66
Staff hire/promotion • page 67
New location • page 68
Award • page 69
Cause-related • page 70
Radio spot tips • page 71
TV technical tips • page 72
TV talk show tips • page 72
Media list resources • page 73
Media contact management resources • page 74
News release distribution outlets • page 75
Mat release services • page 78
PR organizations • page 79
Suggested reading • page 80
PR case studies • page 81
Miscellaneous resources • page 82

APPENDIX • page 83

About the author • page 83

There’s so much information included, that it could be a bit overwhelming at first glance. But that’s the beauty of an e-book—you can skip right to the sections that interest you most.

Let’s say you’re ready to introduce a new product on the market. You might want to skip to the section on news releases. Then go to the Appendix, where you’ll find an outline for a news release announcing a new product.

Or perhaps you get a phone call for an interview from a local broadcast media outlet. What do you wear? What do you say? What don’t you say? Go right to the section on TV talk show tips.

Whether you’re interested in print, broadcast or online PR, our Public Relations PRimer gives you the basics you’ll need to make informed decisions.

Best of all, the Public Relations PRimer can be downloaded right to your computer —and it’s loaded with valuable resources. It’s like having your own PR consultant right at your fingertips.

Order your copy of the Public Relations PRimer by visiting the National Mail Order Association Bookstore!

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