By Jim Dunn
Written with wit and perception, this number of pocket-sized company process books leads managers and employees on a trek to good fortune. Designed in an easy-to-navigate layout just like a commute publication, each one Pocketbook supplies an introductory evaluation of a unmarried subject, by means of 15-20 sections describing specific points of that subject intimately. each one part is punctuated with worthy checklists to maintain readers heading in the right direction. either the businessperson with event in addition to the chief simply beginning out will make the most of those considerate and well-researched courses.
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The product in use: A description of the type of people who use your product, equipment or process, where it is used, what it accomplishes and why it is used (such as cost, convenience, superiority, availability, prestige), the volume of use and its growth in popularity. Preparing a background release can be more difficult than writing a news release because you must try to think of every possible fact, and anticipate every question a reporter may pose. In addition, you should note unusual incidents involved with your event or the subject matter under consideration.
The construction and use of press releases is considered below. What is the story for the media? So, what is a story for the media – or what happens when Joan Collins isn’t news? It used to be said that ‘Dog Bites Man isn’t a story, but that Man Bites Dog is’. This, of course, is a gross over-simplification of what is a complex question, but does highlight one of the most important elements in determining what constitutes ‘news’ and what doesn’t – namely interest value. A ‘news’ story must be of interest; if it isn’t, it won’t grab the attention of the reporter or news editor.
Be wary of big international agencies except those with smaller regional offices. PR is a very personal business and you could get lost in a large organisation. 16 P R T EC H N I Q U E S T H AT WO R K 17 THE ROLE AND FUNCTION OF A PRO The case for in-house PR Appointing an in-house PRO is becoming commonplace among large companies and organisations aware of the need to communicate effectively and creatively with the public and their own workforce. The advantages of doing so are obvious, not least the fact that the PRO is on hand most of the time to respond immediately to management’s requests or briefings, and by being involved day-to-day in the company’s operations can be totally familiar with all the developments taking place and all the areas lending themselves to promotion.
Public Relations Techniques That Work by Jim Dunn