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(More customer reviews)This extremely accessible guide provides invaluable tips on how to get media attention and become the person to whom the media turns when they need an industry source to substantiate news articles. It details how to determine promotable ideas, identify appropriate media for publicity, and develop publicity devices such as news and press releases, company background information, and press kits. Numerous examples of the author's own publicity campaigns and of techniques that work are included.
Chapter 1 explores the pros and cons of doing publicity yourself, or turning to a public relations agency. Chapter 2 lays the groundwork for your activities as a self-publicist, setting objectives and goals and defining the terms you'll need to know. Chapter 3 gets in the actual planning process. Chapter 4 shows you how to develop unique story ideas or angles. Chapter 5 deals with setting up media contact files and the press kit. In Chapter 6 28 different tools for publicity are discussed in depth.
Chapter 7, "Dealing with the Media" is the most important chapter. If you remember nothing else from this book, get to know this chapter. Chapter 8 shows you how to deal with television and radio interviews. What to do if you slip up and need crisis management publicity is covered in Chapter 9. Finally, the all-important tracking of results, which can and must be done in publicity, is covered in Chapter 10.
Reece A. Franklin founded MarketSmarts, a marketing, advertising and public relations firm based in California in 1992. He has a Bachelor's degree in International Relations from Northern Illinois University and has run publicity campaigns for dozens of entrepreneurs and consultants.
Reviewed by Azlan Adnan. Formerly Business Development Manager with KPMG, Azlan is currently Managing Partner of Azlan & Koh Knowledge and Professional Management Group, an education and management consulting practice based in Kota Kinabalu, Sabah, Malaysian Borneo. He holds a Master's degree in International Business and Management from the Westminster Business School in London.
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The Consultant's Guide to Publicity: How to Make a Name for Yourself by Promoting Your ExpertiseYou already know that the best way to promote your expertise as a consultant is to have your name appear frequently in the news or trade media--it's fast, it's free, and it reaches countless potential clients . . .BUT!How do you attract media attention?Which media outlets should you approach?What can you do that's newsworthy?This one-of-a-kind handbook answers all these questions and many more. Publicity expert, consultant, and former magazine and newspaper editor Reece Franklin empties out his bag of tricks, tips, and insider's savvy to give you all the tools you need to promote your services. He provides numerous samples of every type of publicity vehicle and explains everything in clear, jargon-free language. You won't find any sophisticated academic theories, just straight-ahead, proven techniques that will help you deliver the right message to the right audience.You'll learn how to: * Pinpoint your most promotable ideas, skills, or services * Identify the most appropriate media outlets for your kind of publicity * Develop publicity vehicles such as news releases, company background information, press releases, newsletters, and press kits * Become the source the media turn to when they need an industry expert to substantiate news articles * Make sure the publicity you receive builds your business as well as your reputationYou may already be a leader in your field. With the help of The Consultant's Guide to Publicity, you can become a recognized leader in your field.
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