Joe Marconi - The complete guide to publicity: maximize visibility for your product, service, or organization

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title	:	The Complete Guide to Publicity : Maximize Visibility for Your Product, Service, or Organization
author	:	Marconi, Joe.
publisher	:	NTC Contemporary
isbn10 | asin	:	0844200905
print isbn13	:	9780844200903
ebook isbn13	:	9780071398039
language	:	English
subject	Publicity.
publication date	:	1999
lcc	:	HM263.M2743 1999eb
ddc	:	659
subject	:	Publicity.

Page iii The Complete Guide to Publicity Maximize Visibility for Your Product, Service, or Organization Joe Marconi NTC Business Books NTC/Contemporary Publishing Group

Page iv Library of Congress Cataloging-in-Publication Data Marconi, Joe. The complete guide to publicity: maximize visibility for your product, service, or organization / Joe Marconi. p. cm. Includes bibliographical references (p.) and index. ISBN 0-8442-0090-5 (cloth).ISBN 0-8442-0091-3 (pbk.) 1. Publicity. I. Title. HM263.M2743 1998 659dc2198-39670 CIP Interior design by Precision Graphics Published by NTC Business Books A division of NTC/Contemporary Publishing Group, Inc. 4255 West Touhy Avenue, Lincolnwood (Chicago), Illinois 60646-1975 U.S.A. Copyright 1999 by Joe Marconi All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of NTC/Contemporary Publishing Group, Inc. Printed in the United States of America International Standard Book Number: 0-8442-0090-5 (cloth) 0-8442-0091-3 (paper) 99 00 01 02 03 04 MV 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1

Page v For Todd and Kristin and Emily and for Karin

Page vii Contents Introduction ix Chapter 1 Publicity: Definitions and Distinctions 1 What It Is and What It Isn't The Publicist: Ethics, Imagination, Energy Publicity as Part of the Larger Marketing Plan Publicity by Objectives: Setting Objectives; Creating the Plan At a Glance Chapter 2 Form and Substance 25 The Rules of Publicity A Word About Costs Who's In Charge Here? The Tools of Publicity Targeting Your Media At a Glance Chapter 3 Different Strokes: Understanding Media 57 Media ''Competition" Media Under the Influence Understanding Media More on Media At a Glance Chapter 4 Creating Opportunities 101 On-Site Publicity Events as Publicity Subjects or Vehicles Speeches Benefits, Parties, and Receptions Press Conferences Interviews The Internet At a Glance

Page viii Chapter 5 Great Expectations 127 Getting to the Media Writing It Right Responding to Media Inquiries Working with Volunteers and Committees What Things Cost Ride Sharing: Co-Op Programs and Publicity Partners Creating Credibility At a Glance Chapter 6 Notes from the Field 143 Forms and Substance: Looks and Works Field Notes Looking in the Window In the Cards And the Award Goes To... When the Interview Is Confirmed Chapter 7 A Crash Course in Publicity

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