The New PR Toolkit: Strategies for Successful Media Relations

Deirdre Breakenridge, Thomas J. DeLoughry9780130090256, 0-13-009025-5

Takes PR to the next level, offering a complete blueprint for PR strategy and execution that draws on up to the minute case studies and today’s most creative public relations work.

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Table of contents :
The New PR Toolkit: Strategies for Successful Media Relations……Page 2
Copyright 2003 Pearson Education, Inc…….Page 3
Contents……Page 12
Acknowledgments……Page 18
Introduction……Page 20
PART I Laying the Groundwork……Page 28
CHAPTER 1 The 21st- Century Audience……Page 30
Powerful Tools……Page 32
Dot-Com Lessons……Page 33
Know Your Audience……Page 35
CHAPTER 2 Identifying Audience Trends……Page 40
A Large Audience………Page 41
…And Growing……Page 42
What They’re Doing……Page 44
Online Vets Do More……Page 45
Broadband Is Coming……Page 48
Online-Offline Transparency……Page 49
CHAPTER 3 Knowing What Your Public Wants……Page 52
Understanding What People Expect of Your Client Online……Page 53
Factors Affecting Your Online Communications Strategy……Page 54
Ongoing Research Is Critical……Page 56
CHAPTER 4 Knowing What the News Media Want……Page 64
Media Web Sites……Page 66
Third-Party Resources……Page 68
Media Interviews: What the Reporters Say……Page 74
CHAPTER 5 The Need for Continuous Research……Page 82
Interview with Michael Bach, CEO and Founder of Survey.com……Page 88
PART II Putting the Tools to Work……Page 92
CHAPTER 6 Building Your Online Newsroom……Page 94
A New World……Page 95
Imperative #1: A Good Online Pressroom……Page 97
The Flip Side……Page 105
PR Interview: IBM’s Matthew Anchin……Page 107
PR Interview: Bethlehem Steel’s James D. Courtney……Page 109
PR Interview: Air Products’ PR and Graphic Design/Web Teams……Page 111
Journalist Interview: Professor Dianne Lynch of St. Michael’s College……Page 113
CHAPTER 7 Using E-Mail Smartly……Page 116
How to Use E-Mail Effectively……Page 117
E-Mail Campaigns……Page 124
PR Interview: Rick Walsh of Darden Restaurants……Page 126
Media Interview: Joe Rosenbloom of Inc…….Page 129
Media Interview: Scott Jaschik of The Chronicle of Higher Education……Page 131
CHAPTER 8 E-Newsletters Build Relationships……Page 134
E-Mail Alerts……Page 135
Information-Rich Newsletters……Page 137
Dos and Don’ts……Page 141
PR Interview: Bill Steele of Cornell News Service……Page 143
PR Interview: Anne Coyle of Weber Shandwick……Page 144
PR Interview: Elizabeth Albrycht and Jennifer McClure of Albrycht McClure & Partners……Page 146
Media Interview: Mike Cohn of Internet World……Page 148
CHAPTER 9 Webcasts Are Worth a Second Try……Page 150
Live Events……Page 154
Journalists Are Interested……Page 160
Media Interview: Bob Turner of Video Systems Magazine……Page 162
PR Interview: Michelle Savage of PR Newswire……Page 165
PR Interview: Mark DeLaurentis of MultiVu……Page 166
PR Interview: Pat Meier of Pat Meier Associates……Page 168
PART III Protecting the Brand……Page 172
CHAPTER 10 Monitoring Brand Communication……Page 174
Reporters Are Already There……Page 182
What to Do With the Information……Page 183
Manipulating Message Boards……Page 185
PR Interview: David Dunne of Edelman’s Interactive Solutions……Page 187
Media Interview: Wendy M. Grossman, Freelance Writer……Page 190
CHAPTER 11 New Tools for Crisis Management……Page 192
Plan Now……Page 195
Lessons from 9/11……Page 196
A Quick Response……Page 201
Planning a Crisis Site……Page 203
Media Interview: Joe Perone of The Star Ledger……Page 208
CHAPTER 12 Integrating Your PR Strategies……Page 210
Integration Tips……Page 213
Fitting Tools Together……Page 214
When Integration Works……Page 216
Beyond Consistency……Page 218
PR Interview: Elisa Padilla, Manager, Events & Attractions Group, National Basketball Association……Page 219
PR Interview: Jason Miletsky, CEO of PFS Marketwyse and Author of Planning, Developing, and Marketing Successful Websites……Page 221
CHAPTER 13 Don’t Forget about Privacy……Page 224
Understanding the EU Safe Harbor Agreement……Page 233
PART IV Conclusions……Page 236
CHAPTER 14 The Changing Role of the Communicator……Page 238
The New PR Glossary……Page 243
PR Reflections: Tom Nolan of Publicis Dialog……Page 245
PR Reflections: Ed Emerman of Eagle Public Relations……Page 247
CHAPTER 15 Looking Ahead……Page 248
More Collaboration……Page 249
Richer Presentations……Page 251
Blogs Are Coming……Page 252
Better Management……Page 253
A Tool Is a Tool……Page 255
Index……Page 258