A Modern Guide to Public Relations: Including: Content Marketing, SEO, Social Media & PR Best Practices

by Amy Rosenberg

Overview

Never write a press release again. Amy Rosenberg's no-frills guide to public relations is everything you need to know about launching a PR career or adding new skills to a flourishing marketing position. 

This honest, boots-on-the-ground account of working in public relations details how to work with bloggers, podcasters, influencers and traditional media to generate press coverage, praise from bosses and clients, and better working relationships with colleagues and media partners. 

New approaches to PR are also uncovered, including: 

SEO PR: How to increase organic search engine optimization (SEO) through PR.

Content PR: How to use blog posts as if they were press releases to boost SEO, gain PR coverage and efficiently use content.

Social PR: How to engage with reporters on social media to gain story ideas and connections. 

With newsrooms dwindling worldwide, it's now more important than ever for PR professionals to learn how to gain press coverage through performing traditional media functions, revealed in the Operating Like a Newsroom section of the book. 

Most importantly, this guide serves as the ultimate tough-loving mentor for anyone starting their PR career or trying to get ahead in marketing by picking up new skills, methodology and a fresh perspective.

Product Details

ISBN-13:	9781736514016
Publisher:	Veracity Marketing
Publication date:	01/22/2021
Sold by:	Barnes & Noble
Format:	eBook
Pages:	188
Sales rank:	598,258
File size:	632 KB

About the Author

Amy Rosenberg learned PR in the trenches - working her way up from intern to management at two marketing agencies before starting her own PR firm, Veracity, in 2008. As the firm's President, she oversees the blending of digital strategies with classic PR tactics to favorably position clients both online and in traditional media. Amy created her podcast, PR Talk, sponsored by the Public Relations Society of America (Oregon), in 2017 and has hosted more than 100 episodes so that PR people can better learn the craft. Amazingly, Amy is still married to the business partner (Mike Rosenberg) that joined her firm in 2011. They reside in Portland, Oregon with their two school-aged children (Ben and Audrey), dog (Rio) and cat (Roar).

Table of Contents

Introduction 7

Chapter One: PR 101 11

How PR is Different 12

What Kind of PR Person Are You Going to Be? 14

Chapter Two: Forget Your Story 21

Generating News Ideas 22

List of News Ideas 23

Chapter Three: Your PR Toolbox 27

The Press Release 28

Press Release Formats 34

Probably More Important Tools 44

Chapter Four: Understanding the Media 55

Media Etiquette 56

Changing Rules for Differing Media 61

Building Your Media List 62

Chapter Five: Working with Print & Online 67

Print Media: Types & Timelines 68

Print & Online News Staff Titles 71

More About Online News 74

What to Pitch Print & Online 75

Chapter Six: Working with Television 91

Regular TV News 91

Nighttime News 95

Morning Shows 95

Weekend News 98

Television Staff Titles 99

Chapter Seven: Working with Radio & Podcasts 103

Regular Radio News 103

Radio Morning Shows & Special Segments 105

Radio Staff Titles 105

Podcasts: The New Radio 108

Chapter Eight: Operating Like a Newsroom 113

Press Events: Photos & Video Opportunities 114

Timelines on Sending Photos & Video to TV 115

Taking Photos For the Media 116

Video Insights 119

Press Conferences 120

Chapter Nine: PR Cheats 123

Press Release Distribution Services 124

The "Wire" 127

Other PR Shortcuts 128

Chapter Ten: Infusing Other Disciplines 131

SEO PR: The New Frontier 132

Social PR: Targeting Press Through Social Media 137

Content Marketing: Repurposing PR Work 144

Awards Strategy: The Game of Winning Hardware 145

Advertising: Who Does This Anymore? 150

Chapter Eleven: Tying it All Together 153

Building Your PR Plan 154

Mapping Strategy Through Tactics 156

Selecting Audiences 158

Chapter Twelve: Living the PR Lifestyle 161

The Maximized Style 162

Becoming a Writer 166

Working with Others 168

Crisis Prevention 170

How Media Relationships Work in PR 174

Proving Your Salt 176

Discovering Your Story 180

Acknowledgements 183

About the Author 185

Editorial Reviews

⭐⭐⭐⭐⭐ A book I will reference throughout my career.

"As someone who earned their B.A. in public relations, this is the textbook I wish I had during my studies (for its content and price!). Amy offers a modern take on the PR process that teaches you how to take advantage of untapped digital opportunities outside of news media, from content marketing to social media to podcasting and more. Most importantly, she lays out how all of these avenues can work together to get more mileage out of your content and secured coverage so you can truly work "smarter not harder." I know this is a book I will reference over and over again throughout my career. "

Talia Smith

From the Publisher