Power public relations : how to get PR to work for you / Leonard Saffir with John Tarrant.

Includes index.

Chapter 1 The Art of Making Up Minds New Roles, New Precision, New Importance Power Public Relations Has Arrived O What Is Happening The Growth of Planning O Public Relations: A Two-Way Function CHAPTER 1 Integrated Marketing PR Blends with Advertising How the Two Can Work Together The Substance Is More Important Than the Form O Breaking the Mindset Public ity, Promotion, and Positioning O A Triumph of Coordina- tion O Feeding a Fad O When the Ads Become the News O Converting Controversial Ads into Publicity O They Don't Like Ads? Use Public Relations! O Advertising and Public Re lations Should Be Partners, Not Rivals The Bumpy Road to Integration CHAPTER 2 How PR Makes Customers Need Things Making the Juices Flow Targeting the Market O Level of Awarenes Rises O Capi talizing On a Break O The Credilbility of "Free" Media U CIIAPTER 3
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Contents Retading ad Pulie Relatons O Making Polyester Respeet alde O Inluncing Retail Buyers PR as a Strategle Weapon No Customers No Partner No Problem! Ferociou Compention D Taking a Tip from Auto Racing O Coming Up with a Strategy O Filling the Dead Spots O The Keys to Sucen 52 Promotional Philanthropy Case Related PR Public Relations to the Rescue O Caues That Are Too Hot to Handle O The Caue-of the Moment Can lackfire OA Versatile Tool O Helping Education D Itis Here to Stay O Generosity Work How PR Can Replace Advertising Ermt Marketing and the Promotion of Cigaretles and Cigars in a Hastile Environmnt Philip Morris under Fire D Event Marketing on a Massive Scale O Picking the Right Events O Nuta and Bolts of Event Marketing O Hlelping the Embattled Cigar CHAPTER 6 19 The Secrets of Crisis Management Peparing for Disarter The Critical Fire Few Minutes General Principles for Crisis Management O Be Quick with the Facts, Slow with the Blame O The Tylenel Crisis Was "Eary" O The Ue of an "Enemies Lis" O Preemptive Public Relations D Anticipating Disa ters O Be Quick, Be Sure, Be Ready CHAPTER 7 08 Junadd (w-Way Gentrifying the Natianal Enquirer The Art of Image Reision Tabloid Secka Transformation O Seckng Respectalaliry O Valuen, Not Sleae O The Thrill la No Gme O Te Derp Six for Gary Hart a T CHAPT B oondina- 96 ldRe CHAPTER From Lawsults fto Murder Trials PR and the Scales of Justice Metropolitan Life Becomes a Playe O Ueng Puldie Relatio to Win Without a Lawuit O P Trial Pulde Relatio O The U of Public Relat m Appeal O Mealing Cas in the Public Mind POI
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Pwer Pu Relatina Contrlutn Not Chameleons O How Many ldeas Dul Yu Re O Eourage Risk Thinking DIla the Grounl Kunning O Getting Acquainted with the Media O Amume pr O LI dnoo O das uy Fedac O Selling Rlue Sky O Proces la Controllable Re ulen Are Not C Contact Are Overrated O Keep Adverting ad Puble Relatons Untangled O Image Is a Function of Real New Ways That PR Serves Clents atydmg Juay-PM Y yO Amuming the Integrity of the Agency O Asking the l Than a Premanure "No" O Quick Respone Sparks Grat Work O Good Chemistry Means A Lot O Clashes berwen polle Guarantres Trouble O A Conditional "Yes ls Better Relevant Information O Dramatiing the Downside O Te Procter & Gamble Public Relationa Disaster O The New Se cialinations in Public Relatione How to Stage-Manage the Interview The PR Profemal as Star- Maker Gting Ready for the Interview O Do Not Set Ground Rules OLoking Aliveon Television O What IrThey Do Not Ask the Righ Quetiem O Should You Refuse to Face the Media? O Handing Hosiliny D Types of Hostile Interviewer-and How Deal with Them O Body Language D Mental Posture CAPT 11 Cua 13 Getting on Radlo and Television How la Interest the Galekepers What Teieviain Wants O What Makes a Good Televinon Sprkemperen O Making the Pitch to the Televinion Program O Ueng Celelermies O Media Tours D Viden News Re O Rado O Making Cost Ellective Pitches for Blroad Running Effective News Conferences Iha Ne Ne Brefng A Low Key Alternative O Basica of the Ne Cd Oiving Favored Media a Break O Interesting 691 Cu Bullding and Running a PR Firm Pople Pliy, and Proceduren Rala Power O Make Comtingeny Pa ath SdromeO Carving Out a Role D Drvel
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Contenta Trade Association Public Relations O The Multinational Pub- lic Relations Firm O The Glut of News Releases O Mailing Lists Y CHAPTER 15 Building Strategies 661 Thinking Big Tying In with Larger Goals O The Strategy Is a Litmus Paper O Strategy vs. Tactics O Five Key Questions O Selling the Wrong Strategy O Give Your Ears a Chance Targets of Opportunity Randa Evaluating the PR Program Yardsticks To Be Welcomed, Not Feared The Nuts and Bolts of Evaluation O Rescarch in Evaluating Public Relations The Right Attitude toward Evaluation CHAPTER 16 607 How PR Is Sold-And How It Should Be Bought 220 Or "Can This Marriage Be Saved?" Some Good Questions to Ask O The Trap of Experience O The Value of Media Contacts O Checking References D The Written Proposal CHAPTER 17 CHAPTER 18 A Look Ahead at Power PR 235 What Now? The Rise of Public Relations-Driven Businesses O Mark Twain for President O Public Relations Exccutives Will Run More Advertising/PR Agencies O Make Way for the "Sell-Shop" O Public Relations People Running IBM, GM, GE? Why Not? O Public Relations Power Will Be Taken for Granted O Public Relations Literacy as a Motivation Tool Fear and Loathing of Power PR O Let's Hear Ii for Pulblic Relations Literacy Conclebr INDEX 255

How do leading organizations win constant media attention, keep company confidence high, and attract valuable new business and top-flight employees? How do public figures and politicians capture the media spotlight and stay in the public eye? And how do successful entrepreneurs and professionals move their businesses and careers in to the fast track? By understanding and capitalizing on that most powerful yet most under-used weapon in the corporate and marketing armory - public relations. Power Public Relations introduces the new PR. No longer a prop to marketing or corporate communications, public relations has become a powerful and pervasive discipline. This book covers the spectrum of PR strategies, showing how they can be used to aggressively engineer public perceptions on corporate, political, legal, and social fronts. In the business world, PR expert Len Saffir introduces PR as an equal partner with marketing in the promotion of products and services, predicting that "sell shops" - integrating PR with advertising and promotion - will soon replace traditional ad agencies. Case histories, such as the marketing of cigarettes in a hostile environment and the effective promotion of controversial causes, demonstrate that this is the wave of the future. In the management of crisis - disasters involving defective products, on-site accidents, or accusations of unethical corporate conduct - this book explains how to use preemptive public relations to develop action plans to contain damage in crisis situations, work with the media, and regain public support. In the political and legal arenas, Power Public Relations explains how well-chosen PR strategies can ally public figures with popularcauses or concerns, turn public opinion, and win lawsuits, proxy battles, and personal advancement. Complete with hands-on advice on working with the media, capturing public interest, and building and evaluating a successful public relations program, Power Public Relations will op