The New PR Toolkit: Strategies for Successful Media Relations

Front Cover

The New PR Toolkit delivers proven strategies and tactics for using today's most powerful new online communications tools to strengthen any brand and every stakeholder relationship. Drawing on detailed case studies, the authors offer no-holds-barred assessments and practical guidelines for using e-mail, online newsletters, chat, Web newsrooms, online brand monitoring, and other new tools. Contains a complete blueprint for maximizing the strategic value of communications in your organization.

 

Contents

IDEntifying Audience TrenDS
13
KNOwing What Your
25
KNOwing What
37
What the Reporters Say
47
THE Need for Continuous
55
PUTTINg the Tools to Work
65
DONT Eliminate HumANS
78
USIng EMail SMARTLY
89
PROTECTING THE BRAND
145
Reporters Are AlreadY THERE
155
Wendy M Grossman Freelance Writer
163
NEW Tools
165
A QUICK RESPONSE
174
Joe Perone of The Star Ledger
181
FITTING Tools TOGETHER
187
Jason Miletsky CEO of PFS Marketwyse and Author of Planning
194

ENewsletters Build
107
DOS AND DONTS
114
WEBCAsts Are Worth
123
JOURNALISts Are IntERESTED
133
Mark DeLaurentis of MultiVu
139
CONCLUSIONS
209
Looking Ahead
221
INDEX
231
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