1. Do-It-Yourself vs. Outside Help -- 2. Laying the Groundwork -- 3. Developing a Publicity Plan -- 4. Developing Good Story Ideas -- 5. Tools of the Trade - Releases, Press Kits, Contact Files -- 6. Tools of the Trade - Additional Documents You Need -- 7. Dealing with the Media -- 8. Setting Up Interviews -- 9. Emergency Principles -- 10. Measuring Results -- App. 1: How to Prepare and Market Articles That Sell (or Sell Your Consulting Services) -- App. 2: How to Study a Magazine Article -- App. 3: Query Letters -- App. 4: Working with the Media - from A to Z -- App. 5: Case Histories -- App. 6: Media Contact List -- App. 7: Publicity Resource List -- App. 8: Interview with Jan Norman -- App. 9: Templates and Examples.