Book description
Proven techniques that maximize media exposure for your business
A seasoned PR pro shows you how to get people talking
When it comes to public relations, nothing beats good word of mouth.
Want to get customers talking? This friendly guide combines the best
practical tools with insight and flair to provide guidance on every
aspect of PR, so you can launch a full-throttle campaign that'll
generate buzz -- and build your bottom line.
Discover how to
* Map a winning PR strategy
* Grab attention with press releases, interviews, and events
* Cultivate good media relations
* Get print, TV, radio, and Internet coverage
* Manage a PR crisis Eric Yaverbaum:
Eric Yaverbaum co-founded Jericho Communications, a New York City-based
PR firm, and served as its president for 21 years before moving to Lime
Public Relations and Promotions, where he currently serves as a Managing
Partner and Director of Client Services. He has more than 25 years of
experience in the practice of public relations and has earned a
reputation for his unique expertise in strategic media relations, crisis
communications, and media training. Eric has amassed extensive
experience in counseling a wide range of clients in corporate, consumer,
retail, technology, and professional-services markets and in building
brands such as Sony, IKEA, Domino's Pizza, TCBY, Progressive Insurance,
and American Express, among many others.
Eric has acted as corporate spokesperson on behalf of dozens of clients,
including Domino's Pizza, Hain-Celestial Food Group, Prince Tennis
Rackets, and Camp Beverly Hills Clothing. He is a regular on the lecture
circuit, speaking to professional organizations across the country on
the art of public relations. He has been a guest on many national and
regional television and radio programs and networks, including all of
the network morning shows, FOX & Friends,
and Larry King Live,
to name a few.
Eric has written many articles for trade journals and daily newspapers
on various topics in public relations and co-authored the best-selling
book I'll Get Back to You
(McGraw-Hill) and Leadership Secrets of the World's Most Successful CEOs
(Dearborn). A graduate of The American University, Eric is an active
member of the highly selective Young President's Organization, where he
served as Chapter Chairman from 2000 to 2003 and founded the “Walk a
Mile in My Shoes” initiative that lobbied the U. S. House of
Representatives and U. S. Senate to pass the bill calling for increased
funding for stem cell research.
Robert Bly: Bob Bly is an independent copywriter specializing
in traditional and Internet direct marketing. He has written lead
generating sales letters, direct-mail packages, ads, scripts, Web
sites, Internet direct mail, and PR materials for more than 100
clients, including IBM, AT&T, The BOC Group, EBI Medical Systems,
Associated Air Freight, CoreStates Financial Corp., PSE&G, Alloy
Technology, M&T Chemicals, ITT, Phillips Publishing, Nortel
Networks, Fala Direct Marketing, Citrix Systems, and Grumman
Corp.
Bob is the author of more than 45 books, including The
Copywriter's Handbook (Henry Holt), Selling Your Services
(Henry Holt), Business-to-Business Direct Marketing (NTC),
The Advertising Manager's Handbook (Prentice Hall), and
Internet Direct Mail: The Complete Guide to Successful E-mail
Marketing Campaigns (NTC). His articles have appeared in
Direct, Business Marketing, Computer Decisions, Chemical
Engineering, Direct Marketing, Writer's Digest, Amtrak Express, DM
News, Cosmopolitan, New Jersey Monthly, City Paper, and many
other publications. A winner of the Direct Marketing Association's
Gold Echo Award, Bob has presented seminars on direct marketing and
related business topics to numerous organizations, including IBM,
Foxboro Company, Arco Chemical, Thoroughbred Software Leaders
Conference, Cambridge Technology Partners, Haht Software, and Dow Chemical.
Ilise Benun: Ilise Benun is the founder of Marketing Mentor
(www. marketing-mentor. com), as well as an author and national
speaker. Her books include Stop Pushing Me Around: A Workplace
Guide for the Timid, Shy and Less Assertive (Career Press),
Self-Promotion Online and Designing Websites:// for Every
Audience (HOW Design Books). Her work has also been featured in
national magazines such as Inc., Nation's Business, Self,
Essence, Crains New York Business, Dynamic Graphics, iQ (a Cisco
Systems magazine), HOW Magazine, and Working
Woman.
Benun publishes a free e-mail newsletter called
Quick Tips from Marketing Mentor, which is read by 7,000+
small-business owners and has been excerpted in many other e-mail
newsletters, including Bob Bly's Direct Response Letter and
Early to Rise.
