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Getting Free Publicity

Advice on public relations and writing a press release

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Chapter List

1. Introduction
2. Getting Noticed By Your Customers The Basics; Editorial Versus Advertising – Some Facts And Figures;
3. Making Your Mark With Journalists Life On Planet Journo; Give Themstories; Be Very Nice To The Editor; Always Ask: ‘what’s Your Deadline?’; Whatever Happens, Don’t Lie;
4. Getting Media Attention Press Releases; Articles; Case Studies; Photographs; Press Lists; Press Release Stationery; Features Monitoring; Corporate Backgrounder;
5. Getting Your Copy Published Give Them Facts; Don’t Sell’ – They’re Not Buying; Make It Short And Sweet; Anticipate Questions; Weed Out The Superlatives; Avoid Initial Caps; Other Stylistic Stuff; Layout;
6. Telling Your News – Press Releases Getting Your Story On The Page; What Makes A Story?; Latch On To Current Running Stories; Write For Slots; ‘shaping’ The Release; Researching Press Releases; A Final Word Of Warning; Some Examples Of Press Releases;
7. Becoming An Industry Guru – Articles Finding Article Opportunities; Placing Articles; Writing The Article; Some Useful Tips;
8. ‘if It Worked For Them...’ – Case Studies Points To Consider; Case Study Shape; Case Study Shape – Example; Preparing For The Case Study; On The Day;
9. Face To Face – Working With Journalists Points To Remember;
10. Face To Face – Media Interviews The Positive Interview; The Defensive Interview; The Explorative Interview;
11. Face To Face – Holding Effective Press Conferences When To Hold A Conference; Date And Time; Venue; Invitations; Press Packs; Speakers; Refreshments; Afterwards;
12. And If They Get It Wrong... Move Quickly; Think Before You Act; Negotiate First; Getting An Apology Printed;