Publisher's Synopsis
Handled well, public relations can be as precise as advertising in reaching its target audience and achieving the desired goal. Careful planning and professional execution of a media relations campaign can, moreover, ensure that it is far more persuasive and cost-effective than an advertising campaign.;In this guide, David Wraff takes the reader step by step through the practicalities of achieving effective media relations, such as public relations techniques; using media relations as a precise tool; matching the media and the organization; establishing relationships with the press; seizing opportunities; making the most of photography; the role of features; planning and co-ordination; assessing the results of media coverage; and containing costs through effective targeting.;In the current economic climate when editorial space is at a premium, this book is particularly relevant. By adopting the methods described here, PR professionals are more likely to achieve their goal of getting cost-effective results from a well-planned and targeted campaign.
