Table of Contents

Foreword by Dave Boone
Introduction

Part 1: Traditional Public Relations
1. Public Relations Defined
2. A Brief History of Public Relations
3. Why Public Relations Works While Advertising Doesn’t
4. Lessons in Persuasion: Writing and Placing Press Releases, Pitch Letters, and Editorials

Part 2: Social Media Public Relations
5. Social Media Fallacies
6. Lessons in Social Media: Realistic Ways Publicity Works Using Digital Methods
7. Twitter is Best: How to Use It for PR
8. The Dark Side of Social Media

Part 3: Content Marketing
9. The Changing World of Public Relations
10. A Brief History of Content Marketing
11. Why Content Marketing Has Become Essential for Public Relations
12. Lessons in Content Marketing: What, How, and When to Publish

Part 4: PR Measurement
13. Basics in Measuring PR Efforts
14. The Barcelona Principles
15. Measuring Social Media Efforts
16. Lessons in PR Measurement: Using Advertising Value Equivalents (AVE) to Measure the Value of PR Efforts

Conclusion

Appendix: The Five Best PR Campaigns of All Time

Index
About the Author

Promotional Information

Robert Wynne uses wit, humor, and, yes, straight talk to help readers learn the art of public relations.

About the Author

Robert Wynne is president of the PR and events agency Wynne Communications and a contributor on public relations to Forbes magazine. He was formerly Director of Communications at USC's Marshall School of Business, Director of Marketing at Manatt, Phelps & Phillips, and a reporter for Newsweek and the Los Angeles Times. He's provided PR counsel to MIT, Raytheon, Ferrari-Maserati, USC, Tennis Industry Association, UCLA, and many others. He also hosts yearly PR events for business, medical, and engineering PR professionals. He holds an MA in Communications (University of Texas at Austin) and lives in the Los Angeles, California, area.