1. Planning for Publicity: Helps new publicists understand what publicity is -- and is not. Helps both new and seasoned publicists plan, set goals, analyze audiences, measure their effectiveness, define their authority, develop budgets, handle the legal aspects of publicity, and plan for crises.

2. Working Effectively with the Media: Helps publicists figure out why journalists are so critical of them -- even though journalists rely on publicity materials. Includes journalists' preferences on how they want to be approached, on what basis, and in what format. Explains the realities of deadlines and lead times. Discusses how publicists introduce themselves to the media and build good reputations.

3. How to Create Newsworthy Publicity: Explains the different kinds of news publicists generate, how to develop a news peg and make publicity newsworthy, how publicity can include opinions but still be objective, how to create local angle and backgrounder stories, and developing publicity for products.

4. Writing for Print Media & The Web: Discusses format and style for press releases, how to write leads like a journalist, how to edit your own copy, developing fact sheets, feature stories, fillers, and letters to the editor.

5. Getting Newspaper and Magazine Publicity: Covers the different types of newspapers and magazines and what kinds of publicity materials they use, how to compile a press list that includes the right outlets for your particular publicity, how reporters and editors want to be approached by publicists, how to work effectively with reporters and editors, working with cartoonists, editorial writers, feature writers, syndicated columnists and wire services, pitching stories to magazines and newspapers, and using freelancers and experts as writers.

6. The Internet: New Publicity Tools & New Audiences: Includes material on how the Web has changed the rules for journalists and publicists -- as well as rules that haven't changed, types of publicity materials Web-based journalists need, the Web's impact on deadlines, how the Web is changing the audience for news and what that means for publicists. This new chapter covers preparing media lists and publicity materials for e-zines and Web sites, finding and working with Internet broadcast outlets, and how seasoned publicists use online newsgroups and mailing lists. It discusses new electronic tools for publicists, online publicity etiquette, planning and producing successful PR Webcasts, the low-budget alternative to Webcasts, online media alerts for Webcasts. Explains how to create online pressrooms that can increase your publicity coverage.

7. The Art of the Publicity Photograph: Covers How to plan the content of publicity photos, what makes a photo newsworthy, how to edit photos, what makes a good product shot, and technical requirements for publicity photos. Explains when to use digital photos and when you must use paper-based pictures. Discusses how to hire photographers, write photo captions that increase chances for placement, and how to approach the media with your photos.

8. Preparing Broadcast Publicity: Covers special techniques for broadcast writing, writing broadcast news releases, developing public service announcements, and technical requirements for broadcast publicity. Discusses planning and producing newsworthy video and audio news releases and broadcast feature programs.

9. How to Work Effectively With Broadcasters: Explains the types of airtime available to publicists, how to develop broadcast press lists, and working with broadcast journalists and public service directors. Discusses techniques for pitching Video News Releases, approaching the networks, making successful live appearances, and planning and producing satellite media tours.

10. When the Media Come to Your Doorstep: Covers how to plan and produce successful press conferences and media events, when you should not have a press conference, how to invite the press, following up with the media after an event, publicity at trade shows, handling unplanned visits from reporters, and answering questions under pressure in emergencies.

11. Making Controversy Positive: Discusses the positive side of controversy, how to respond to attacks in the media, answering difficult questions, and case studies of controversies that were handled successfully.

12. Solving Problems With the Media: Questions to ask yourself when you're not getting the coverage you want, using national publicity to generate local coverage, handling inaccurate coverage, and Federal Communications Commission rules on fraudulent news coverage and personal attacks on the air.

13. Sources and Services for Publicists: Includes Audio News Releases, Books and Tapes, Discussion Groups & Mailing Lists, Fax News Distribution Services, Media Directories, Newsletters and Magazines About Publicity, Publicity Newswires, Online Press Room Developers, and Electronic and Paper-Based Press Clipping Services. Also covers Professional Organizations, Public Service Spot Production and Distribution, Publicity Distribution Services, Satellite Media Tours, Software, Video News Release Production and Distribution, Web Sites, Webcasting and Web Conferences.

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Electronic Photos: When and How to Use Them
How to Choose the Best Press Clipping Service
Phone Contacts With Journalists: Strategies That Work
Webcast Planning Made Easy

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