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• Introduction
• Getting Noticed By Your Customer
• Making Your Mark With Journalist
• Getting Media Attention
• Getting Your Copy Published
• Telling Your News – Press Rele
• Becoming An Industry Guru – Ar
• ‘if It Worked For Them...’ â
• Face To Face – Working With Jo
• Face To Face – Media Interview
• Face To Face – Holding Effecti
• And If They Get It Wrong...

How To Get Free Publicity

• Introduction
• Getting Noticed By Your Customers
  • The Basics
  • Editorial Versus Advertising – Some Facts And Figures
• Making Your Mark With Journalists
  • Life On Planet Journo
  • Give Them Stories
  • Be Very Nice To The Editor
  • Always Ask: ‘what’s Your Deadline?’
  • Whatever Happens, Don’t Lie
• Getting Media Attention
  • Press Releases
  • Articles
  • Case Studies
  • Photographs
  • Press Lists
  • Address Labels For Mailing Releases
  • Press Release Stationery
  • Distributing Releases By Email
  • Features Monitoring
  • Corporate Backgrounder
• Getting Your Copy Published
  • Give Them Facts
  • Don’t ‘sell’ – They’re Not Buying
  • Make It Short And Sweet
  • Anticipate Questions
  • Weed Out The Superlatives
  • Avoid Initial Caps
  • Other Stylistic Stuff
  • Layout
• Telling Your News – Press Releases
  • Getting Your Story On The Page
  • What Makes A Story?
  • Latch On To Current Running Stories
  • Write For Slots
  • ‘shaping’ The Release
  • Researching Press Releases
  • A Final Word Of Warning
  • Some Examples Of Press Releases
• Becoming An Industry Guru – Articles
  • Finding Article Opportunities
  • Placing Articles
  • Writing The Article
  • Some Useful Tips
• ‘if It Worked For Them...’ – Case Studies
  • Points To Consider
  • Case Study Shape
  • Case Study Shape – Example
  • Preparing For The Case Study
  • On The Day
• Face To Face – Working With Journalists
  • Points To Remember
• Face To Face – Media Interviews
  • The Positive Interview
  • The Defensive Interview
  • The Explorative Interview
• Face To Face – Holding Effective Press Conferences
  • When To Hold A Conference
  • Date And Time
  • Venue
  • Invitations
  • Press Packs
  • Speakers
  • Refreshments
  • Afterwards
• And If They Get It Wrong...
  • Move Quickly
  • Think Before You Act
  • Negotiate First
  • Getting An Apology Printed

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