Cover image for For Immediate Release

For Immediate Release

Author Ronn Torossian
Release Date: 2011/10/01
ISBN: 9781936661275
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Book Description

It is essential that businesses know how to communicate quickly, often preemptively, and effectively to survive--and at a cost that is far lower than comparable marketing and ad campaigns. The first book by the owner of a top 50 PR agency (5WPR),For Immediate Release, Ronn Torossian reveals how public relations can do just that--while also defining brands; helping companies and individuals court the press or avoid it; growing business without alienating loyal customers; resolving crises quickly; and improving first page results on the most powerful search engine in the world (Google).

For Immediate Release will show you how to:

  • Frame the debate and control the conversation

  • Use new and old media in tandem to find your audiences and create highly personal, relevant impressions tailored for them

  • Promote the interests of your brand or business; deter or potentially stop what is not in your interest

  • Build on great press, and avoid or minimize bad press

  • Ensure the first thing people see about your business or brand during an Internet search is exactly what you want them to see

  • Handle a crisis in the most effective and efficient manner

    • See the positive difference effective PR makes through compelling case studies--Louis Vuitton, Fubu, BP, Toyota, Philip Stein, Zappos, and interviews with experts including Dr. Keith Ablow, political strategists Frank Luntz, Roger Stone and Hank Sheinkopf, and many others--and your own business.

    Table of Contents

    1. Cover
    2. Praise For For Immediate Release
    3. Title page
    4. Copyright
    5. Dedication
    6. Contents
    7. Chapter 1: Moving People, Shifting Minds | The Power of Public Relations
    8. Chapter 2: Know Your Own Reality (Or, Don’t Think Your Shit Doesn’t Stink) | Play to Your Strengths . . . Know Thyself (First)
    9. Chapter 3: Talk Isn’t Cheap—It’s Undervalued | Communication Is the Front Line of Good PR
    10. Chapter 4: Surprise Party: How PR Can Help Capture New Customers | And Why You Should Love Them
    11. Chapter 5: Authenticity—Your Personal Calling Card | Don’t Try to Be Something You’re Not
    12. Chapter 6: Getting Out in Front | Capturing Media Attention
    13. Chapter 7: In G-D We Trust, Not the Media | The Press Has a Job to Do—You May Not Like It
    14. Chapter 8: Life Happens: Manage Crises Immediately | Problems Ain’t Going Away on Their Own, and You Can’t Outwork Them
    15. Chapter 9: Give More to Get More | Charity Is Good PR Work
    16. Chapter 10: In Conclusion: Rules for PR Success
    17. About 5W Public Relations
    18. Acknowledgments and Respect
    19. Index