CONTENTS
Moving People, Shifting Minds | The Power of Public Relations
Know Your Own Reality (Or, Don’t Think Your Shit Doesn’t Stink) | Play to Your Strengths . . . Know Thyself (First)
Talk Isn’t Cheap—It’s Undervalued | Communication Is the Front Line of Good PR
Surprise Party: How PR Can Help Capture New Customers | And Why You Should Love Them
Authenticity—Your Personal Calling Card | Don’t Try to Be Something You’re Not
Getting Out in Front | Capturing Media Attention
In G-D We Trust, Not the Media | The Press Has a Job to Do—You May Not Like It
Life Happens: Manage Crises Immediately | Problems Ain’t Going Away on Their Own, and You Can’t Outwork Them
Give More to Get More | Charity Is Good PR Work
In Conclusion: Rules for PR Success
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