Straight Talk About Public Relations

What You Think You Know is Wrong: Get the Scoop on Traditional PR, Social Media, Content Marketing, and PR Measurement

By Robert Wynne – Foreword by Dave Boone

Pub Date: June 13, 2017
Straight Talk About Public Relations
Hardcover ISBN: 978-1-938548-70-3 / 174 pages / $24.95
ePub ISBN: 978-1-938548-79-6 / $17.99
Kindle ISBN: 978-1-938548-81-9 / $17.99
ePDF ISBN: 978-1-938548-80-2 / $17.99


• Author is a public relations columnist for Forbes magazine
• A compelling, easy-to-read introduction to public relations
• First book to show that much of social media is a waste of time while describing which social media strategies for PR really work
• Reporters reveal where they get their story ideas and share secrets about how they can be reached and influenced


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OVERVIEWABOUT THE AUTHORCONTENTSEXCERPTPRAISE

Overview

Straight Talk About Public Relations is for those who want to learn the essentials of PR, including how to write a compelling press release, successfully pitch the media, write an editorial that wows, create a persuasive social media campaign, engage audiences with powerful content marketing, and measure PR success.

Robert Wynne uses wit, humor, and, yes, straight talk to help you learn the art of public relations.

The book differs dramatically from the competition in that it separates fact from fiction, reality from fantasy. You’ll learn that there are no easy solutions and quick results (in spite of what many authors say). Persuading people to buy products or services or support causes is difficult. But there are tactics that work, and you’ll find them in this book. You’ll learn:

  • What PR really is . . . and isn’t, why it works, and why advertising doesn’t
  • Proven techniques for performing the essential PR functions needed to effectively promote products, services, and causes
  • Where the media get their stories as well as secrets about how to reach and influence them
  • Why social media is mostly a waste of time, but how some social media strategies for PR really work
  • How to use self-published posts, articles, videos, and other forms of content marketing to support their PR efforts
  • Why the five best PR campaigns of all time succeeded
  • Techniques to gauge the impact of their PR efforts

Bottom line: you’ll learn that how well you write and deliver your messages are the keys to PR success. And this book will offer you those keys – the essential tools you’ll need to know and will soon be able to master.

About the Author

Robert Wynne

Robert Wynne is president of the public relations and events agency Wynne Communications. He also writes a monthly column on public relations for Forbes. Wynne was formerly Director of Communications at University of Southern California’s Marshall School of Business, Director of Marketing at the major law firm Manatt, Phelps & Phillips, and a reporter for Newsweek and the Los Angeles Times. He also wrote for CBS’s “Walker, Texas Ranger.” He has provided public relations counsel for Cornell University Johnson School, Johns Hopkins Carey Business School, MIT Sloan School of Management, UCLA Law School, the law firm of Stroock & Stroock & Lavan, and many others. Wynne hosts three public relations networking events each year for business, medical, and engineering PR professionals where they meet with the top media in the world. He holds a BS in Economics from Vanderbilt University and an MA in Communications from the University of Texas at Austin.

Table of Contents

Foreword by Dave Boone
Introduction

PART 1: TRADITIONAL PUBLIC RELATIONS
1. Public Relations Defined
2. A Brief History of Public Relations
3. Why Public Relations Works While Advertising Doesn’t
4. Lessons in Persuasion: Writing and Placing Press Releases, Pitch Letters, and Editorials

PART 2: SOCIAL MEDIA PUBLIC RELATIONS
5. Social Media Fallacies
6. Lessons in Social Media: Realistic Ways Publicity Works Using Digital Methods
7. Twitter is Best: How to Use It for PR
8. The Dark Side of Social Media

PART 3: CONTENT MARKETING
9. The Changing World of Public Relations
10. A Brief History of Content Marketing
11. Why Content Marketing Has Become Essential for Public Relations
12. Lessons in Content Marketing: What, How, and When to Publish

PART 4: PR MEASUREMENT
13. Basics in Measuring PR Efforts
14. The Barcelona Principles
15. Measuring Social Media Efforts
16. Lessons in PR Measurement: Using Advertising Value Equivalents (AVE) to Measure the Value of PR Efforts

Conclusion
Appendix: The Five Best PR Campaigns of All Time
Index
About the Author

Excerpt

COMING SOON

Praise for Straight Talk about Public Relations

“Whether you’re trying to write a compelling press release, pitching yourself or your product for media coverage, or creating a social media campaign that works, Robert Wynne’s Straight Talk about Public Relations tells you everything you need to know.
— Dave Boone, from the Foreword