Expert Messaging in a Hyper-Connected, Always-On World
Author: Marian Salzman
Pub Date: January 2017
Print Edition: $29.95
Print ISBN: 9780814437872
Page Count: 272
e-Book ISBN: 9780814437889
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If you work in public relations, you know it’s a rapidly evolving field where bloggers and citizen journalists can have wider reach than media pros, and social media more impact than traditional outlets. But with so many voices and channels, and so much noise, what has the most influence? How do you amplify your message?
To find out, step inside one of the most innovative PR agencies and watch as creative experts brainstorm and plan campaigns. Agile PR brings you behind the scenes at global powerhouse Havas PR. At the helm is Marian Salzman, a high-profile professional known for steering people and organizations into (and sometimes out of) the news, shaping narratives, and building buzz.
This ultimate insider’s guide provides a big-picture view of the altered media landscape. It clarifies with examples of successes and stumbles from charitable organizations, tech companies, political candidates, celebrities, retail stores, and more, as they try new ways to get their messages out. Most important, it explains exactly how to use today’s most effective tactics for championing brands, organizations, and causes, including how to:
• Use newscrafting to help clients gain influence and be the news • Personalize pitches to reporters, bloggers, and social media influencers • Master the art of storytelling • Develop campaigns around big ideas • Build awareness with socially conscious actions • Create branded hashtags that get shared • Bump clients to the top of online searches • Gain exposure at SXSW, TED, and other key conferences and events • Avert and resolve crises in a scandal-happy world • Measure the impact of media placements • Master Twitter, Instagram, Snapchat, and other platforms • Spot trends and link pitches to breaking news • Rethink the press release and give journalists what they want • And much more.
Public relations requires adaptability and an agile skill set. Whether you’re struggling to keep up with the brave new media world or to connect the dots between the old rules and the new, this wise, savvy companion will help broaden your reach, increase your impact, and equip you for the challenges ahead.
Marian Salzman is CEO of Havas PR North America and chairs its Global Collective of owned public relations agencies around the world. A top trendspotter and award-winning blogger, she writes for Forbes.com, The Huffington Post, PR Week, and more. Salzman is author or coauthor of more than a dozen books, published in more than 15 languages.
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