PR-- just two initials and yet so much impact. And it doesn't cost that much.
Paid advertisers must find it cringeworthy that good PR stories (and bad ones) get a free ride. Plus, unlike paid advertising, PR has built in credibility. Written by two, well-seasoned professionals, this book tells you how to do it yourself.
They address the history of the profession—did you know PR taught American women how to smoke in public? A classic worst case featuring British Petroleum comes next. Then, “Are you having a crisis or just a bad day?' The iconic truth about Tylenol and the brand's recovery is still worth repeating. Rules of the road include coping with the press—you got to take the bitter with the tweet. Then how to write a really effective press release (hint: Keep it brief). Productive interviews can be had with almost anybody. David Kassnoff describes social networking for grownups.
The last chapter illustrates one tiny slice of one day in the lives of people using PR wisely, and others who now wish they had this ebook. From rubber ducks to broken hearts, they share their PR-related experiences with you.