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What Role Does PR Play In Your Company? by Amy Sorter,Correspondent, Dallas Business Journal

If you're not sure, then this is a good article to read. It discusses some of the myths about PR, reactions of the press to PR, the benefits of a journalist as a PR person and more. Quick, informative read of interest to most -- but, in particular, those who still confuse PR with publicity.

Al Ries, nationally known marketing author, and his equally expert daughter Laura, argue in their book, "The 22 Immutable Laws of Branding" that it's publicity, not advertising, that creates brands. BodyShop, for example, became a nationally known brand with no advertising. This article outlines salient points made in their book, which is well worth a read.

Home Shopping on TV by Whitford, David, Inc. Magazine Online

How do you get your product on the home shopping programs? What sells? And what happens if they say "Yes!"

Announce It Newsgroup by Cynthia Freyer, CFNA Inc.

Learn how you can publicize your non-commercial web site free on this international moderated newsgroup. A site that is primarily a web resource with subtle commercial activity has been known to be included. The emphasis of the site, though, must be on its value as an interesting resource.

The Media In Cyberspace III: A National Survey by Steven S. Ross Associate Professor of Professional Practice, Columbia University Graduate School of Journalism, and Don Middleberg, Chairman and CEO, Middleberg + Associates

An in-depth paper summarizing the results of their 1996 survey of national print media on their use of computers, the internet, and online services. Large body of data presented on media use of the internet that impacts on how one should communicate with journalists. Many important key findings are covered. One such finding, for example, is that "the Internet is not a magic bullet; almost 60% of our respondents say they still get story ideas via personal contact with sources; only 2% say their best source of story ideas is the World Wide Web." Nevertheless, the trend indicates increased use by print media of online resources. Magazine editors are using email far more than newspaper editors to communicate with sources, according to the study, but its importance is increasing for newspaper journalists.

Take A Wild Ride. Do It Without A Road Map by Sunni Freyer, CFNA Inc.

Looking for kicks? Drive your business without a map.

Going to the people - ten public speaking tips by Al Czarnecki Communications

Ten solid and excellent tips to be mindful of when preparing for a public speaking engagement.

Care and Feeding of the Press by Esther Schindler, for the Internet Press Guild

A journalist's counsel to publicity people on pet peeves of the press and how to approach the media when seeking coverage. Read it carefully.

Assuring Quality of Public Relations Messages by Kirk Hallahan, Colorado State University

Text is used in course instruction at CSU. Good reading on the behind-the-scenes work done by agencies to assure that a consistent and the correct message is communicated throughout a PR campaign. May be an eye-opener for many entrepreneurs unfamiliar with agency services.

Getting the Word Out with PR by Kim M. Bayne

Stressing the importance of an integrated marketing program -- one that includes the PR component -- Bayne outlines in easy-to-read language several publicity how-to steps. While geared toward tech product companies, the basics apply in all fields. While PR is the subject, the article actually focuses on publicity execution.

Introduction to News Writing: The Basics. Cynthia (Sunni) Freyer, CFNA Inc.

For those who want to do it themselves, here is a brief article on some of the basics of crafting a professional news release. The author has been a practicing PR professional for 26 years and has taught newswriting for more than 7 years at two universities. She drew upon her curriculum to author the article.

How to Place Your Media Events in Wire Daybooks. Media Relations Report, Ragan Communications.

Excellent article from widely known Ragan Communications on the importance of daybooks to media in coverage decisions. Ragan Communications is a leading publisher of employee communications, public relations and management information. Founded in 1970, their first newsletter was: The Ragan Report, a weekly publication written for corporate communication executives. Ragan now publishes 18 newsletters along with a number of books, manuals, special reports, and videos. Ragan also produces a series of conferences and provides consulting services to aid the professional communicator.

Model Outline for a Written PR Campaign Plan. by Kirk Hallahan, Colorado State University

Prepared for a CSU course, this provides a detailed review of how one properly prepares a written PR plan. This is a model that can be used by business owners seeking to develop a PR campaign without the aid of an agency or an internal PR professional.

Reputation Is An Aid To Growth. Stephen Greyser, professor of marketing, Harvard Business School

Public Relations is concerned with managing the image and reputuation of an organization. Many entrepreneurs hold the notion that a PR professional is only successful if each placement results in immediate and quantifiable sales. Here Greyser writes on the direct relationship between reputation management and the overall performance, as well as growth of a company. Greyser speaks on the long-term programming involved in working with the various audiences of an organization.

What Is PR? Public Relations Society of America, Tampa Bay Chapter.

Must reading for those who use the term "Public Relations." Based on the PRSA Foundation's monographs, this article provides a clear description of the field of Public Relations. It reinforces practitioners' statements that the words publicity and PR are not interchangeable.

A New Form of Overload, P.R. Spam DiMassa, Cara Mia,Online Journalism Review July 1998

Journalists are feeling the stress of emailed news releases, particularly those of little or no news value. PBS is not allowing online email of news releases. Journalists are finding their email addresses on online lists and directories -- not through any opt-in methods. Consider this article seriously.

Buzz: In search of the most elusive force in all of marketing. Austin, Nancy K., Inc., May, 1998, pp.44.

Central to conducting publicity programs that generate lots of ink is having creative "hooks" to hang stories upon. This article doesn't specifically address the mechanisms of publicity, but it does demonstrate the many ways that one can be effective in press agentry. As you read it, think of the lures that you can craft for your business. Once done, then you can easily get the attention of media people, who hunger for the unusual, the clever, the interruption of the status quo.

Assignment: The Media Jones, Tim, Society of American Business Writers and Editors, Jan 1998.

Tim Jones is the media writer for The Chicago Tribune. To learn how to get picked up by the media, a critical factor is understanding how the media operates. This article, while targeted at journalists with media beats, helps one gain an understanding of the journalist's world.

Hollywood Hype Goes East. Miguel Bernas, Asia Inc. Online, Originally published in Asian Advertising & Marketing (A&M), 1996.

As US film companies reach for larger audiences internationally, Asian distributors learn how to beef up receipts through more creative and aggressive uses of publicity and partnerships.





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