Foreword                                           xi
Acknowledgments                                    xiii
Introduction                                       xv
  Planning for Publicity                           1   (38)
    Publicity Defined                              2   (1)
    Planning for Publicity Success                 3   (6)
    Researching Your Marketplace                   9   (2)
    Reaching Your Audience                         11  (4)
    Testing and Evaluating Your Publicity          15  (4)
    Preparing Your Organization for Publicity      19  (14)
    Keeping Expectations Realistic                 33  (2)
    Checklist---Your Role as Publicist             35  (4)
  Working Effectively with the Media               39  (34)
    Approaching the Media                          41  (14)
    Observing Format Preferences                   55  (2)
    Working Within Deadlines                       57  (4)
    Introducing Yourself to the Media              61  (3)
    Building Your Reputation for Accuracy          64  (5)
    Checklist---Basics of Good Media Relations     69  (4)
  How to Create Newsworthy Publicity               73  (30)
    Selecting Newsworthy Facts                     74  (2)
    Remaining Objective                            76  (15)
    Publicity for Products                         91  (4)
    Recycling Your Publicity                       95  (4)
    Checklist---Keys to Newsworthy Publicity       99  (4)
  Writing for Print Media and the Web              103 (36)
    Press Releases                                 104 (19)
    Fact Sheets                                    123 (2)
    Feature Stories                                125 (7)
    Fillers                                        132 (2)
    Letters to the Editor                          134 (3)
    Checklist---Writing for the Press              137 (2)
  Getting Newspaper and Magazine Publicity         139 (38)
    Knowing Your Newspapers                        140 (4)
    Approaching Reporters and Editors              144 (3)
    Working with Reporters and Editors             147 (5)
    Working with Cartoonists and Editorial         152 (4)
    Writers
    Approaching and Working with Feature Editors   156 (3)
    Approaching Syndicated Columnists and Wire     159 (2)
    Services
    Getting into Magazines                         161 (10)
    Seminars for Editors                           171 (2)
    Checklist---Getting into Print                 173 (4)
  The Internet: New Publicity Tools and New        177 (58)
  Audiences
    New Rules for Journalists                      178 (4)
    New Audiences                                  182 (8)
    Where Are the Journalists?                     190 (5)
    New Tools for Publicists                       195 (21)
    On-Line Clippings                              216 (2)
    On-Line Publicity at Trade Shows               218 (2)
    On-Line Pressrooms                             220 (6)
    The Direct Publicity Trend                     226 (2)
    Checklist---the Internet: New Publicity        228 (7)
    Tools and New Audiences
  The Art of the Publicity Photograph              235 (22)
    Photos of Events                               238 (5)
    What Makes a Good Product Shot                 243 (1)
    Technical Requirements for Photos              244 (3)
    Posting Photos on Your Website                 247 (1)
    Hiring Your Own Photographer                   247 (1)
    Photo Captions                                 248 (1)
    Model Releases                                 249 (2)
    Permits                                        251 (1)
    Submitting Photographs to the Press            251 (1)
    Checklist---Getting Pictures Published         252 (5)
  Preparing Broadcast Publicity                    257 (42)
    Writing Effective Broadcast News Releases      258 (1)
    Public Service Announcements                   259 (20)
    Video News Releases                            279 (10)
    Audio News Releases for Radio Stations         289 (1)
    Broadcast Feature Programs                     289 (2)
    Community Calendar Listings                    291 (1)
    Television Specials                            291 (2)
    Checklist---Preparing Materials for            293 (6)
    Broadcast
  How to Work Effectively with Broadcasters        299 (38)
    Compiling Broadcast Data                       302 (3)
    Working with Public Service Directors          305 (6)
    Working with Newscasters                       311 (6)
    Approaching the Networks                       317 (1)
    Making Live Appearances                        317 (6)
    Satellite Media Tours                          323 (3)
    Promoting Special Programs                     326 (2)
    Approaching Cablecasters                       328 (2)
    Checklist---Getting on the Air                 330 (7)
  When the Media Come to Your Doorstep             337 (24)
    Press Conferences and Special Events           338 (14)
    Following Up After Your Conference or Event    352 (1)
    Publicity at Trade Shows                       353 (1)
    Unplanned Visits from Reporters                354 (2)
    Checklist---When the Media Visit               356 (5)
  Making Controversy Positive                      361 (16)
    Handling Controversy                           362 (8)
    How Some Actual Controversies Were Handled     370 (3)
    Checklist---Handling Controversy               373 (4)
  Solving Problems with the Media                  377 (6)
    Using National Publicity as a Tool             378 (1)
    How to Handle Inaccurate Coverage              379 (2)
    Help from the Federal Communications           381 (2)
    Commission
  Sources and Services for Publicists              383 (52)
    Audio and Video News Releases                  384 (2)
    Books and Tapes                                386 (5)
    Content Syndicators                            391 (1)
    Directories of Experts                         392 (1)
    Discussion Groups and Mailing Lists            393 (5)
    Fax News Distribution Services                 398 (1)
    Mat Services                                   399 (1)
    Media Directories                              400 (6)
    Media Lists on Labels and Computer Diskettes   406 (1)
    Media Tours                                    407 (1)
    News Wires                                     408 (3)
    Newsgroup and Mailing List Search Engines      411 (1)
    Newsletters and Magazines                      412 (4)
    On-Line Pressrooms and Press Kits              416 (1)
    Press Books                                    416 (1)
    Press Clipping Services                        416 (4)
    Professional Organizations                     420 (2)
    Public Service Spot Production and             422 (1)
    Distribution
    Publicity Distribution Services                423 (3)
    Satellite Media Tours                          426 (1)
    Software                                       427 (1)
    Surveys                                        428 (1)
    Training                                       429 (1)
    Webcasting and Web Conferences                 430 (2)
    Websites                                       432 (3)
Index                                              435