Robert Wynne - Straight Talk About Public Relations, Revised and Updated: New Strategies on Social Media and Content Marketing

PRAISE FOR THE FIRST EDITION OF STRAIGHT TALK ABOUT PUBLIC RELATIONS

Whether youre trying to write a compelling press release, pitching yourself or your product for media coverage, or creating a social media campaign that works, Robert Wynnes Straight Talk about Public Relations tells you everything you need to know.

Dave Boone, two-time Emmy and Writers Guild of America Award-winning writer, from the Foreword

There are too many books promising pie-in-the-sky magical social media solutions for individuals and businesses trying to conduct public relations. There are no magical apps. There is no instant gratification. Public relations is hard work. Even in the digital age, you need a great story, great connections, and a professional strategy to stand out from everyone else and break through the clutter. Robert Wynnes new book explains how public relations is different from advertising, then guides the reader through traditional methods, social media communications, and content marketing to reach journalists and other important audiences. If youre willing to work hard and want to promote yourself or your brand, read this book.

Michael Levine, public relations expert, speaker, and author of nineteen books including the bestselling Guerrilla P.R.

Straight Talk is one of the few PR books I feel comfortable recommending. Its packed with actionable advice, great tips from a wealth of experts, and enough case studies to help professionals in a field that can use a dose of reality and a swift kick in the ass.

B. J. Mendelson, author of Social Media is Bullshit

If Robert Wynne can persuade the media to take an interest in books written by an economist (as he did many times for me), just imagine how successful his approach would be for those of you with something genuinely interesting to say.

Robert H. Frank, PhD, H. J. Louis Professor of Management and Professor of Economics at the Johnson Graduate School of Management, Cornell University, New York Times columnist, and bestselling author of Success and Luck.

An essential book for anyone who wants to understand and learn how to practice public relations.

Burt Lauten, Director of Communications, Pittsburgh Steelers

This book delivers what its title promises, giving you the real scoop on what works and what doesnt in public relations. And bonus! it explains why PR is much more effective than advertising, at much less cost. Want to learn how PR really works? Start here.

Steve Tally, Senior Strategist for STEM, Office of Public Affairs, Purdue University

Straight Talk About

PUBLIC
RELATIONS

REVISED & UPDATED

Straight Talk About

PUBLIC
RELATIONS

REVISED & UPDATED

New Strategies
on Social Media and
Content Marketing

Robert Wynne

Published by Maven House Press, 4 Snead Ct., Palmyra, VA 22963; 610.883.7988; www.mavenhousepress.com.

Special discounts on bulk quantities of Maven House Press books are available to corporations, professional associations, and other organizations. For details contact the publisher.

Copyright 2019 by Robert Wynne. All rights reserved. No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted in any form or by any means (electronic, mechanical, photocopying, recording, or otherwise) without either the prior permission of the publisher or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923; 978.750.8400; fax 978.646.8600; or on the web at www.copyright.com.

While 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.

From the Declaration of Principles jointly adopted by a Committee of the American Bar Association and a Committee of Publishers and Associations

Library of Congress Control Number: 2018959032

Paperback ISBN: 978-1-938548-85-7

E-book ISBN: 978-1-947540-03-3

Printed in the United States of America.

To Dawn and Giovanna

Thanks for motivating me to dream big

CONTENTS

by Dave Boone

ACKNOWLEDGEMENTS

T HIS BOOK would not have been possible without the steady stream of excellent employees, interns, and independent contractors from Loyola Marymount University, UCLA, and USC who brought new ideas and energy into our public relations practice. I would also like to thank the talented communications professionals at universities, colleges, and medical schools who attend our annual media networking events. Finally, the contributions of the many reporters quoted in this book who care about journalism, democracy, and the fair exchange of ideas are extremely appreciated.

FOREWORD

F OR MORE THAN 20 YEARS, Ive been fortunate to count on Robert Wynne to give it to me straight. I have also counted on him for his twisted sense of humor, but lets not get ahead of ourselves.

Roberts expertise is the art of persuasion. Hes a master. He even got me to write this forward. For free.

For many years, Robert has not only persuaded journalists to write glowingly about his clients, and in turn give his clients the kind of valuable publicity that money cant buy, hes also persuaded his clients to change their thinking, messaging, strategies, and philosophies about public relations. Its a no-nonsense approach that has worked since the days of Julius Caesar and he became so famous that they named a casino, a salad, and a haircut after him.

PR is an art form, just like any of the art forms practiced by artists who seek a place in the public eye and the financial rewards that follow. Actors, one would hope, spend years honing their acting skills. Painters, before they touch brush to canvas, learn the craft of color-mixing, the nuances of light and shadow, style, and art history. Singers, again, one would hope, learn to sing. The art of successful PR takes the same study and discipline to master. No artist who is thrust into the public eye stays there for very long without talent combined with the proper PR machine to show it off.

Many years ago, I was getting into comedy writing while hanging out in the clubs that sprang up everywhere in the late 80s and early 90s. Comics and audiences alike were awestruck by the overnight sensations. Those were the days when the television networks seemed to be handing out sitcoms like breath mints. Every comic I had shared late-night Buffalo wings with had a time slot on the schedule. A career in stand-up appeared to be the fast road to fame and fortune. The pages of the glossy entertainment magazines were filled with stories about current stars who abruptly walked away from their day jobs based solely on one impromptu killer set on the Sunset Strip. In nearly every office in America, the funny guy from accounting was probably betting that the two-minute routine he cooked up for coworkers around the break room microwave was going to be his ticket to primetime TV riches.

How often did it happen? Never. The truth is that those stories were manufactured by clever PR experts.

I recall sitting backstage with Jay Leno while we watched one such overnight success who had recently broken into a lucrative TV career. The story went that one night, this comic got up onstage totally unprepared and was so naturally funny that Hollywood beat down his door with contracts, Ferraris, and all the perks of being a star. Jay looked at me and said, Are they kidding? Ive seen that guy bouncing around the clubs for more than ten years. Nothing happens overnight. Youve got to work at it.