This book is for managers and entrepreneurs who want to understand what works, what doesn't and why in promoting and publicizing a business and its products. The authors show how to identify the audiences you need to reach in order to accomplish your objectives and how to determine the messages you need to convey to them. They also show how and when to use various forms of publicity: press releases, media alerts, press conferences, press kits, op-ed features, bylined articles, editorial board meetings, pitch letters, meeting with customers and clients, interviews, seminars, sponsoring events, philanthropy, and newsletters. Case studies form Burson-Marstellar accounts are used as illustrative examples.
- ISBN10 0471609366
- ISBN13 9780471609360
- Publish Date 7 March 1989
- Publish Status Out of Stock
- Out of Print 11 August 1995
- Publish Country US
- Imprint John Wiley & Sons Inc
- Format Hardcover
- Pages 254
- Language English