Yaverbaum Eric, Bly Robert, Benun Ilise. Public Relations for Dummies

2nd Edition. – Canada, Indiana, Indianapolis: Wiley Publishing, Inc., 2006. – 360 р.
ISBN-10: 0471772720.
ISBN-13: 978-0471772729.You can think of Public Relations For Dummies, 2nd Edition, as your PR agency in a box. This book gives you all the tools you need to do your own PR — ideas, checklists, forms, documents, and resources — are in your hands right now, presented in a clear, easy-to-use package. With this book, you can get your product or service featured whenever and wherever you want — in newspapers, magazines, and trade journals; on TV, radio, and the Web — so that people find out about what you are offering and come to you to buy it. The result? More fame, ecognition, awareness, inquiries, orders, sales — and money!
Can you do your own PR? Yes. Thousands of small- and medium-sized businesses conduct very successful PR campaigns every day, for pennies on the dollar compared to what they’d pay for a similar amount of advertising. Large corporations also are doing an increasing amount of PR in-house. This book is written to help you succeed on your own. You don’t need me, my PR agency, or any other PR agency, if you’re willing to put in the effort and follow the
simple guidelines presented in Public Relations For Dummies, 2nd Edition.
You can read through Public Relations For Dummies, 2nd Edition, start to finish, or you can start with the chapters that interest you most. It’s up to you. If you want to see quick, immediate results, go to Chapter 8 Follow the pressrelease strategies presented there, and write a release for your own product following the sample in the chapter. Then distribute the press release to the media by using one of the publicity outlet resources listed in the Appendix, and follow up according to the guidelines in Chapters 11 and 12 The press release is one of the fastest, easiest techniques in this book, and you’ll see results fast. I like that because you receive tangible proof that PR works — in the form of press clippings.
My hope is that your newfound enthusiasm for the PR process spurs you to try more and more of the ideas and strategies presented throughout Public Relations For Dummies, 2nd Edition. When you do, you’ll magnify your results, make your company famous, and get more business than you can handle.
What a nice problem to have!