Chapter 5
Public Relations and Publicity
IN THIS CHAPTER
Connecting public relations and publicity
Generating publicity by turning it into a news source
Writing and disseminating news releases and preparing for media interviews
Dealing with negative publicity
This chapter discusses what public relations is, what publicity is and how you can use each of them to increase the visibility of your business, supplement and reinforce your advertising, and enhance your reputation in your market and industry.
If you wait until you face an image problem to launch a public relations campaign, you’ve waited too long. Use public relations and publicity to enhance your image, not just to right a wrong or fix an image disaster.
The Relationship between Public Relations and Publicity
The same people who think that marketing is a dressed-up word for sales will tell you that public relations is a way to get publicity and that publicity is a way to get free media coverage. That’s like saying fashion ...
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