David F. Ramacitti - Do-It-Yourself Publicity

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title	:	Do-it-yourself Publicity
author	:	Ramacitti, David F.
publisher	:	AMACOM Books
isbn10 | asin	:	0814477739
print isbn13	:	9780814477731
ebook isbn13	:	9780585033655
language	:	English
subject	Public relations, Publicity.
publication date	:	1990
lcc	:	HD59.R18 1990eb
ddc	:	659
subject	:	Public relations, Publicity.

DO-IT-YOURSELF PUBLICITY DAVID F. RAMACITTI amacom American Management Association

This book is available at a special discount when ordered in bulk quantities. For information, contact special Sales Department, AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Library of Congress Cataloging-in-Publication Data Ramacitti, David F. Do-it-yourself publicity/David F. Ramacitti. p. cm. Includes bibliographical references. ISBN 0-8144-5982-X ISBN 0-8144-7773-9 (pbk.) 1 Public relations. 2. Publicity. I. Title. HD59.R18 199089-81026 659dc20CIP 1990 David F. Ramacitti. All rights reserved. Printed in the United States of America. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. First AMACOM paperback edition 1991. Printing number 10 9 8 7 6

This book is dedicated to two people: To Patsy, who is many things to me, but most important of all, my wife and friend; And, to Dr. Reef Waldrop, my former journalism professor at Western Illinois University, who taught me that writing is a most extraordinary adventure.

Page vii Contents Introduction 1 1 Twelve Good Reasons Why You Should Think About Publicity 7 2 Fifty Excuses for Sending Out a News Release 15 3 News Releases: The Hammer and Saw of Publicity 24 4 The News Release: How to Write a Good One 35 5 The News Conference 47 6 Newspapers: The Backbone of Your Publicity Program 58 7 TV and Radio: The Media Darlings 73 8 Talk! Talk! Talk! 86 9 Don't Ignore the Nonmajor Media 99 10 What to Do When the Media Are After Your Hide 112 11 Building Your Media File 126 12 Planning for Good Publicity 140 Appendix A: Sample News Releases 161 Appendix B: Supplemental Reading 177 Appendix C: Glossary 179 Index 191

Do-It-Yourself Publicity

Page 1 Introduction Once upon a time, editors, like characters out of a Jimmy Stewart movie, could spend lots of time with their feet up on the desk, puffing their pipes and chatting with friends and neighbors about the goings-on around town. No event was so small that it did not deserve some space in the news columns. But those days are long gone! A visit to a modern newspaper or television news operation would be more like a trip into Tomorrowland. Instead of listening to the clatter of typewriters, you'd hear the whir of computer discs receiving a nonstop flow of national and international news via satellite. Instead of seeing an irascible, Lou Grant type shouting at harried reporters, you'd be more likely to find editors and news directors sorting through computer-generated menus of the thousands of news stories and features available to them each day, wondering how they will find the news columns or airtime to run even a tenth of the material.

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