Introduction 1 Part 1: PR: What It Is, How It Works 5 Chapter 1: Understanding the Power of PR 7 Chapter 2: Breaking Down the PR Process 21 Chapter 3: Working With PR Professionals 35 Part 2: Brainstorming and Thinking Creatively 47 Chapter 4: Setting Up Your PR Team and Program 49 Chapter 5: Formulating Ideas 67 Chapter 6: Using PR Tactics 75 Part 3: Putting the PR Wheels in Motion 85 Chapter 7: Broadcasting To Your Audiences across Key Channels 87 Chapter 8: Putting Your Message in Writing: The Press Release 101 Chapter 9: Writing and Placing Feature Articles 111 Chapter 10: Leveraging Speaking and Thought Leadership Opportunities 129 Part 4: Choosing the Right Medium for Your Message 147 Chapter 11: Getting Your Message Out 149 Chapter 12: Navigating the Media161 Chapter 13: Tuning Into Traditional TV and Radio 175 Chapter 14: New Media: Streaming, Social, Podcasts, and Beyond 197 Chapter 15: Turning Your Story into News 211 Chapter 16: Crafting Your Digital Identity: Social Media and More 225 Chapter 17: Grasping New Technology 245 Part 5: Creating Buzz 259 Chapter 18: Getting Hits from Buzz and Viral Marketing 261 Chapter 19: Staging Publicity Events 279 Chapter 20: Spotting and Seizing Opportunities 289 Chapter 21: Knowing What to Do In a PR Crisis 293 Chapter 22: Evaluating PR Results 305 Part 6: The Part of Tens 315 Chapter 23: Ten Myths about PR -- Debunked 317 Chapter 24: Ten Steps to Better PR Writing 325 Chapter 25: Ten Things You Should Never Do In PR 333 Appendix: Recommended Resources 339 Index 347.