Summary

Perfect for those who have to create publicity, newsletters, and press releases (and who commission them from others), this new book is packed full of advice on how to generate publicity and promote public relations by using words effectively. In two sections-one giving step-by-step advice, and the other a quick reference section-it gives you examples of good and bad practice based on real-life situations. Illustrated: cartoons, boxes, 'dos' and 'don'ts', flow diagrams, easy to follow sectionsPractical: advice on what kind of message to present when copy-writing, establishing promotional goals, developing and sticking to a strategy, what journalists look forProblem solving: tackling letters of complaint, misunderstandings, troubleshooting strategies, sensitivities of your market, lack of creative inspirationChecklists and examples: tick as you work on producing a newsletter, writing a press release, structuring your copy