Effective word of mouth is invaluable in marketing, but how do you encourage customers to talk? This guide provides a step-by-step approach to creating and implementing a cost-effective public relations strategy without relying on a PR agency. It equips small business owners, managers, and entrepreneurs with the tools necessary to gain a competitive edge through good PR. Corporate managers and executives will also find the strategies essential for communicating with target markets without increasing advertising costs. Inside, you’ll learn to map a winning PR strategy, grab attention through press releases and events, cultivate media relations, and manage crises. The book is filled with successful ideas and techniques that can be tailored to your specific clientele and offerings. It covers how PR functions, brainstorming creative ideas, delivering messages to the media, and generating buzz. Additional topics include developing a budget, building an in-house PR department, executing specific tactics like contests and newsletters, writing query and pitch letters, and turning negative press into positive publicity. The guide also features a CD-ROM with PR forms, checklists, templates, and resource lists, making it easier to implement your PR efforts. If you want your product or service to stand out, this guide is an essential resource.
