Proven techniques that maximize media exposure for your businessA seasoned PR pro shows you how to get people talkingWhen it comes to public relations, nothing beats good word of mouth. Want to get customers talking? This friendly guide combines the best practical tools with insight and flair to provide guidance on every aspect of PR, so you can launch a full-throttle campaign that'll generate buzz -- and build your bottom line.Discover how to* Map a winning PR strategy* Grab attention with press releases, interviews, and events* Cultivate good media relations* Get print, TV, radio, and Internet coverage* Manage a PR crisis

Introduction.Part I: PR: What It Is, How It Works.Chapter 1: The Power of PR.Chapter 2: X-Raying the PR Process.Chapter 3: Hiring Professional PR Help.Part II: Brainstorming and Thinking Creatively.Chapter 4: Setting Up Your PR Department and Program.Chapter 5: Formulating Ideas.Chapter 6: Using PR Tactics.Part III: Putting the Wheels in Motion.Chapter 7: Creating a Company Newsletter.Chapter 8: Putting Your Message in Writing: The Pres Release.Chapter 9: Writing and Placing Feature Articles.Chapter 10: Promoting Yourself through Public Speaking.Part IV: Choosing the Right Medium for Your Message.Chapter 11: Getting Your Message Out.Chapter 12: Handling the Media.Chapter 13: Tuning In to Radio.Chapter 14:Getting PR on the Tube.Chapter 15: Getting More Ink (Print Isn't Dead Yet).Chapter 16: Going Public in Cyberspace: Your Web Site.Chapter 17: Getting a Grip on New Technology -- Blogs, Webcasting, and Podcasting.Part V: Creating Buzz.Chapter 18: Getting Hits from Buzz Marketing and Viral Marketing.Chapter 19: Staging Publicity Events.Chapter 20: Spotting and Seizing Opportunities.Chapter 21: Knowing What to Do in a PR Crisis.Chapter 22: Evaluating PR Results.Part VI: The Part of Tens.Chapter 23: The Ten Greatest PR Coups of All Time.Chapter 24: Ten Myths about PR -- Debunked.Chapter 25: Ten Reasons to Do PR.Chapter 26: Ten Things You Should Never Do in the Name of PR.Chapter 27: Ten Steps to Better PR Writing.Appendix: Recommended Resources.Index.