Agile PR : expert messaging in a hyper-connected, always-on world / Marian Salzman and the Team at Havas PR.

Format:

Book

Author/Creator:

Salzman, Marian L., author.

Series:

Gale eBooks

Language:

English

Subjects (All):

Public relations.

Physical Description:

1 online resource (xxiv, 243 pages)

Edition:

1st edition

Place of Publication:

New York : AMACOM, American Management Association, [2017]

System Details:

text file

Summary:

Bloggers, influencers, citizen journalists…today’s news landscape is crowded and constantly changing. As a PR professional, how do you match your message to the medium and ensure that it gets heard above the noise? Public relations maverick Marian Salzman goes behind the scenes of creative power house Havas PR, revealing the newest, most effective tactics for championing brands, organizations, and causes. Punctuated by case studies from the United Nations Foundation, Wyclef Jean, Sears, and other campaigns, Agile PR reveals how to: Use newscrafting to help clients be the news Personalize pitches to reporters and bloggers Master the art of storytelling Break through Web clutter Create branded hashtags that get shared Bump clients to the top of online searches Gain exposure at SXSW, TED, and other key conferences Avert and resolve crises Measure the impact of media placements And more Ambitious media plans call for cutting-edge tools. Agile PR unlocks industry secrets sure to help anyone broaden their reach and increase their impact.

Contents:

PR2020: a media toolkit

Tell me a story: the importance of engagement

Crafting the news: artful persuasion

Blow up the Internet

Massaging the message

Power to the people: giving your brand a personality

Cause is the new celebrity: doing good to do well

Going global

Go big and stay home: global versus hyperlocal

The new relations in public relations

The rules of regulation

Keep calm and manage on: crisis management

Measurement: as simple as three letters?

Trendspotting: forecasting the future

The future of public relations: new definitions.

Notes:

Includes index.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

0-8144-3788-5

OCLC:

959667455