Press Releases Are Not A PR Strategy - VandeVrede Public Relations




		Linda VandeVrede’s “Press Releases Are Not a PR Strategy” takes a fresh look at why so many companies fall short in their public relations efforts. It’s an invaluable resource for executives, public relations practitioners, PR agency staff—even students exploring PR as a profession. This succinct guide examines the rationale behind PR and the common mistakes executives and practitioners make when devising their PR approach. Linda provides 26 chapters of practical tips and techniques to help you develop and drive high-impact PR programs that generate a real return on investment. At a time when companies are relying less on agencies and more on in-house staff or freelancers to guide their PR programs, Linda’s book debunks the myths that can hamper the best of PR intentions. Order your copy today. Contents Here’s a look at the contents of the second edition, updated and expanded with even more useful information: “Press Releases Are Not a PR Strategy” Acknowledgments Foreword by Dan Miklovic, Gartner Inc. Introduction: What PR Can Do for You Chapters


	ABOUT THE AUTHOR Linda VandeVrede has 25 years of experience helping high-tech companies increase their brand awareness. Linda has won the American Society of Business Publication Editors’ Gold and Silver Awards for excellence in business writing and is a member of the PRSA Counselor’s Academy and the Arizona Technology Council. She holds a master’s degree in mass communications from Boston University, and a bachelor’s degree in English from Dickinson College. She is a guest blogger for www.valleyprblog.com, and a frequent speaker for corporations and associations throughout the United States. Linda lives with her husband, Dale, in Scottsdale, Arizona.

1.      What is PR?
2.      Top 10 Misconceptions About PR: Do They Apply to You?
3.      First Things First: The Editor is Your Client
4.      Hiring the Right Person for Your Lead PR Position
5.      What to Include in a PR Plan
6.      The Media Database: How to Find Those Names
7.      The Company Backgrounder and Executive Bios
8.      Why on Earth Do You Need a Website?
9.      So the Competition is Eating Your Lunch?
         How to Take Them On
10.    How to Handle an Analyst Tour
11.    What to Include in a Press Release
12.    Press Releases Are Not a PR Strategy
13.    Case Studies, Articles and White Papers
14.    Understanding Blogs, Podcasts, RSS Feeds and Wikis
15.    Don’t Neglect Media Training
16.    The Essentials of Effective Press Tours
         and Press Conferences
17.    How to Have a Successful Product Launch

18.    Webcasts, Open Houses, Surveys and Awards
19.    Speaking of Speaking
20.    Goodwill Hunting—Community Activities are Good PR
21.    Trade Shows and PR Support
22.    Be Aware of Legal Regulations
23.    Dealing With Catastrophe: What To Do If Things Go Wrong
24.    Budgeting and Measurement
25.    A Few Words about Ethics
26.    Conclusion

Chapter Notes and References

Appendices
A.    Public Relations Society of America Code of Ethics
B.    Resource Directory of Web Links
C.    Sample PR Deliverables

Index

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