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Publicity for nonprofits : generating media exposure that leads to awareness, growth, and contributions

Author: Sandra L Beckwith
Publisher: Chicago, IL : Kaplan Pub., ©2006.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Beckwith, Sandra L.
Publicity for nonprofits.
Chicago, IL : Kaplan Pub., ©2006
(DLC) 2005035736
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Sandra L Beckwith
ISBN: 9781419522994 141952299X 2000319458347
OCLC Number: 228136868
Description: 1 online resource (xi, 242 pages)
Contents: ""Front Cover""; ""Copyright page""; ""Dedication""; ""Contents""; ""Acknowledgments""; ""Preface""; ""Part One: GETTING STARTED""; ""1. WHAT DO YOU WANT TO ACCOMPLISH?""; ""IT�S ABOUT CONTROL""; ""PUBLICITY PLAN ELEMENTS""; ""IT TAKES TIME""; ""NEXT STEPS""; ""2. WHAT�S YOUR NEWS?""; ""STUDY YOUR TARGETED MEDIA OUTLETS""; ""IDENTIFYING WHAT�S NEWSWORTHY""; ""NEXT STEPS""; ""3. WHAT DO YOU WANT TO SAY?""; ""DEVELOPING YOUR MESSAGE""; ""CREATING AND TESTING YOUR MESSAGES""; ""USING YOUR MESSAGE WITH THE MEDIA""; ""NEXT STEPS""; ""Part Two: TOOLS""; ""4. TO WHOM WILLYOU SAY IT?"" ""WHO USES WHAT?""""COMPILING A MEDIA DISTRIBUTION LIST""; ""PRESS RELEASE DISTRIBUTION SERVICES""; ""MEDIA RELATIONSHIPS""; ""SHOULD YOU OFFER AN EXCLUSIVE?""; ""NEXT STEPS""; ""5. HOW WILL YOU SAY IT IN MEDIA MATERIALS?""; ""NEWS RELEASES ARE FOR NEW""; ""TIP SHEETS OFFER ADVICE""; ""PITCH LETTERS SELL IDEAS""; ""FACT SHEETS GET TO THE POINT""; ""BACKGROUNDERS AREN�T NEWSY""; ""USE PRESS KITS WHEN A RELEASE ISN�T ENOUGH""; ""MEDIA ALERTS ANNOUNCE EVENTS""; ""OP-EDS EXPRESS OPINIONS""; ""PUBLIC SERVICE ANNOUNCEMENTS (PSAs)ARE FREE ADVERTISING""; ""COLUMNS EDUCATE AND INFORM"" ""BYLINED ARTICLES GO IN-DEPTH""""NEXT STEPS""; ""6. HOW WILL YOU SAY IT IN A NEWS RELEASE""; ""START WITH THE NEWS, FOLLOW WITH FACTS""; ""GET APPROVAL""; ""DOS AND DON�TS""; ""HOW TO WRITE A TIP SHEET""; ""E-MAIL, FAX, OR U.S. MAIL?""; ""NEXT STEPS""; ""7. HOW WILL YOU SAY IT IN A PITCH LETTER""; ""KNOW YOUR TARGET""; ""THE FORMULA""; ""HIT THE SEND BUTTON""; ""NEXT STEPS""; ""Part Three: TACTICS""; ""8. WHEN WILL YOU SAY IT? PUBLICITY WITHOUT AN EVENT""; ""TOOLS AND OUTLETS""; ""GETTING OPPORTUNISTIC AND AGGRESSIVE""; ""PITCHING BY TELEPHONE""; ""WHAT ABOUT FOLLOW UP?"" ""Newspaper editorial briefings""""profnet offers national opportunities""; ""respond promptly to inquiries""; ""next steps""; ""9. when will you say it? publicizing an event""; ""incorporate newsworthy elements""; ""publicize in advance""; ""working with celebrities""; ""getting the media to the event""; ""follow-up publicity""; ""special opportunities presented by certain events""; ""next steps""; ""10. how will you say it on your web site?""; ""hire a professional""; ""your online press room""; ""to blog or not to blog""; ""next steps""; ""11. how will you say it in an interview?"" ""TALK ABOUT YOUR TALKING POINTS""""TAKE LARGE SOUND BITES""; ""PRINT VERSUS BROADCAST INTERVIEWS""; ""YOU�VE GOT AN INTERVIEW: NOW WHAT?""; ""HANDLING YOURSELF IN AN INTERVIEW""; ""TIPS FOR TV INTERVIEWS""; ""COMMUNICATING IN A CRISIS""; ""MEDIA TRAINING""; ""NEXT STEPS""; ""12. HOW WILL YOU SHARE YOUR MESSAGE AT A PRESS CONFERENCE?""; ""WHEN TO HOLD A PRESS CONFERENCE""; ""GUARANTEED ATTENDANCE""; ""PRESS CONFERENCE TIMING""; ""ESSENTIAL PRESS CONFERENCE ELEMENTS""; ""OTHER PRESS CONFERENCE OPTIONS""; ""NEXT STEPS""; ""Part Four: THE PLAN""
Responsibility: Sandra L. Beckwith.

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