Description
Dreamtech Press Effective Public Relations Biztantra 2003 Edition by Merry Shelburne
The book contains updated case studies to reflect the latest situations. It has up-to-date technology references for print and broadcast news processes. The chapter on 'Cyber PR' contains all the latest technologies and how they affect the PR process. At the end of every chapter useful websites are listed. The book also includes exercises for building high confidence level.About The Author:Merry Shelburne, Glendale Community College; Merry Shelburne has been the PIO at Glendale Community College since 1977. She has taught journalism/mass comm. courses since 1982. Shelburne has worked in all areas of the media, PR and advtg, and is the recipient of 2 PRO awards. Merry did her undergrad work at California State Univ.-LAand received her M.A. from California State Univ.-NorthridgeTable Of Contents:Part I. Preparation1. What is PR2. Types of PR Jobs and Activities3. How Comm. Works4. Understanding the Media5. Developing Credibility with the Media & Your Bosses6. Training Your Bosses and Co-Workers7. Setting Policy8. Walking the High WirePart II. General Practice9. The Contact List Database10. The News Release11. Media Alerts, Advisories, Calendars & Feature Ideas12. The Broadcast Media13. PSA14. Direct Mail15. Advtg.16. Developing Experts, Getting Products Mentioned17. Cyber PR18. The Don'tsPart III. The PR Campaign19. Set Realistic Goals20. Define Your Audience21. Consider the Budget22. Develop a Plan23. Implement Plan, Evaluate EffectivenessPart IV. Special Circumstances24. Dealing with Dignitaries25. The Press Conference, Press Kits and Speech WritingPart V. Crisis Mgmt.26. How to Prepare27. PR Role in a Natural Disaster