公共关系/PUBLIC RELATIONS FOR DUMMIES, 2ND EDITION pdf mobi txt 2024 电子版 下载

Proven techniques that maximize media exposure for your business

A seasoned PR pro shows you how to get people talking

When it comes to public relations, nothing beats good word of mouth. Want to get customers talking? This friendly guide combines the best practical tools with insight and flair to provide guidance on every aspect of PR, so you can launch a full-throttle campaign that'll generate buzz -- and build your bottom line.

Discover how to:Map a winning PR strategy；Grab attention with press releases, interviews, and events；Cultivate good media relations；Get print, TV, radio, and Internet coverage；Manage a PR crisis.

作者简介：

Eric Yaverbaum: Eric Yaverbaum co-founded Jericho Communications, a New York City–based PR firm, and served as its president for 21 years before moving to Lime Public Relations and Promotions, where he currently serves as a Managing Partner and Director of Client Services. He has more than 25 years of experience in the practice of public relations and has earned a reputation for his unique expertise in strategic media relations, crisis communications, and media training. Eric has amassed extensive experience in counseling a wide range of clients in corporate, consumer, retail, technology, and professional-services markets and in building brands such as Sony, IKEA, Domino’s Pizza, TCBY, Progressive Insurance, and American Express, among many others.

Eric has acted as corporate spokesperson on behalf of dozens of clients, including Domino’s Pizza, Hain-Celestial Food Group, Prince Tennis Rackets, and Camp Beverly Hills Clothing. He is a regular on the lecture circuit, speaking to professional organizations across the country on the art of public relations. He has been a guest on many national and regional television and radio programs and networks, including all of the network morning shows, FOX & Friends, and Larry King Live, to name a few.

Eric has written many articles for trade journals and daily newspapers on various topics in public relations and co-authored the best-selling book I’ll Get Back to You (McGraw-Hill) and Leadership Secrets of the World’s Most Successful CEOs (Dearborn). A graduate of The American University, Eric is an active member of the highly selective Young President’s Organization, where he served as Chapter Chairman from 2000 to 2003 and founded the “Walk a Mile in My Shoes” initiative that lobbied the U.S. House of Representatives and U.S. Senate to pass the bill calling for increased funding for stem cell research.

Robert Bly: Bob Bly is an independent copywriter specializing in traditional and Internet direct marketing. He has written lead generating sales letters, direct-mail packages, ads, *s, Web sites, Internet direct mail, and PR materials for more than 100 clients, including IBM, AT&T, The BOC Group, EBI Medical Systems, Associated Air Freight, CoreStates Financial Corp., PSE&G, Alloy Technology, M&T Chemicals, ITT, Phillips Publishing, Nortel Networks, Fala Direct Marketing, Citrix Systems, and Grumman Corp.

Bob is the author of more than 45 books, including The Copywriter’s Handbook (Henry Holt), Selling Your Services (Henry Holt), Business-to-Business Direct Marketing (NTC), The Advertising Manager’s Handbook (Prentice Hall), and Internet Direct Mail: The Complete Guide to Successful E-mail Marketing Campaigns (NTC). His articles have appeared in Direct, Business Marketing, Computer Decisions, Chemical Engineering, Direct Marketing, Writer’s Digest, Amtrak Express, DM News, Cosmopolitan, New Jersey Monthly, City Paper, and many other publications. A winner of the Direct Marketing Association’s Gold Echo Award, Bob has presented seminars on direct marketing and related business topics to numerous organizations, including IBM, Foxboro Company, Arco Chemical, Thoroughbred Software Leaders Conference, Cambridge Technology Partners, Haht Software, and Dow Chemical.

Ilise Benun: Ilise Benun is the founder of Marketing Mentor (www.marketing-mentor.com), as well as an author and national speaker. Her books include Stop Pushing Me Around: A Workplace Guide for the Timid, Shy and Less Assertive (Career Press), Self-Promotion Online and Designing Websites:// for Every Audience (HOW Design Books). Her work has also been featured in national magazines such as Inc., Nation’s Business, Self, Essence, Crains New York Business, Dynamic Graphics, iQ (a Cisco Systems magazine), HOW Magazine, and Working Woman.

Benun publishes a free e-mail newsletter called Quick Tips from Marketing Mentor, which is read by 7,000+ small-business owners and has been excerpted in many other e-mail newsletters, including Bob Bly’s Direct Response Letter and Early to Rise.

Introduction

Part Ⅰ: PR: What It Is, How It Works

Chapter 1: The Power of PR

Chapter 2: X-Raying the PR Process

Chapter 3: Hiring Professional PR Help

Part Ⅱ: Brainstorming and Thinking Creatively

Chapter 4: Setting Up Your PR Department and Program

Chapter 5: Formulating Ideas

Chapter 6: Using PR Tactics

Part Ⅲ: Putting the Wheels in Motion

Chapter 7: Creating a Company Newsletter

Chapter 8: Putting Your Message in Writing: The Pres Release

Chapter 9: Writing and Placing Feature Articles

Chapter 10: Promoting Yourself through Public Speaking

Part Ⅳ: Choosing the Right Medium for your Message

Chapter 11: Getting Your Message Out

Chapter 12: Handling the Media

Chapter 13: Tuning In to Radio

Chapter 14:Getting PR on the Tube

Chapter 15: Getting More Ink (Print Isn't Dead Yet)

Chapter 16: Going Public in Cyberspace: Your Web Site

Chapter 17: Getting a Grip on New Technology -- Blogs, Webcasting, and Podcasting

Part Ⅴ: Creating Buzz

Chapter 18: Getting Hits from Buzz Marketing and Viral Marketing

Chapter 19: Staging Publicity Events

Chapter 20: Spotting and Seizing Opportunities

Chapter 21: Knowing What to Do in a PR Crisis

Chapter 22: Evaluating PR Results

Part Ⅵ: The Part of Tens

Chapter 23: The Ten Greatest PR Coups of All Time

Chapter 24: Ten Myths about PR -- Debunked

Chapter 25: Ten Reasons to Do PR

Chapter 26: Ten Things You Should Never Do in the Name of PR

Chapter 27: Ten Steps to Better PR Writing

Appendix: Recommended Resources

Index

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Proven techniques that maximize media exposure for your business A seasoned PR pro shows you how to get people talking

When it comes to public relations, nothing beats good word of mouth. Want to get customers talking? This friendly guide combines the best practical tools with insight and flair to provide guidance on every aspect of PR, so you can launch a full–throttle campaign that′ll generate buzz –– and build your bottom line.

Discover how to

∗ Map a winning PR strategy

∗ Grab attention with press releases, interviews, and events

∗ Cultivate good media relations

∗ Get print, TV, radio, and Internet coverage

∗ Manage a PR crisis

• 作者：40342 发布时间：2021-05-15 16:26:49

  垃圾书，闲言碎语的还要讲"大道理"

• 作者：木卫二 发布时间：2021-03-24 19:29:56

  马六甲华人最守旧，实可称守旧主义的壁垒。

• 作者：春马 发布时间：2022-10-20 17:28:14

  有意思。

• 作者：momo 发布时间：2019-07-11 22:57:14

  垃圾

• 作者：颍原真吾 发布时间：2017-01-24 17:11:16

  北京市是祖国的首都，是我国七大古都之一，北京作为都城的历史已愈800年。古称“蓟”，春秋战国时为燕国都城，辽代定北京为陪都，此后，金、元、明、清均建都于此。元称大都，明、清称京师，民国初年，北京仍为首都，1928年设北平特别市。1949年10月1日，中华人民共和国成立，设首都北京。全市面积1.7万平方千米。

• 作者：whig 发布时间：2011-10-11 00:21:34

  想了解各时代人究竟如何打仗的读者，此书会让他失望，严重缺乏细节，而凡是说清楚的地方，一般历史著作里也能读到，翻译很烂，是个能把珠江译作珍珠河、广东译作坎托、丹麦译作登马克的家伙

• 写得好

  作者：SHEN 发布时间：2011-06-05 12:07:33

  关于一个学生在学校的故事，很贴近生活，似像我们学校，班级，也写出了当好学生真的很累，如同我们的班长，很辛苦，每次都大喊一声“安静”中午，班会课，放学，无论什么时候，真的付出了许多！

• 方晓读书笔记：孔子诛少正卯•思想言论罪

  作者：方晓 发布时间：2009-06-01 15:19:13

  鲁定公九年（公元前501年），五十一岁的孔子出任鲁国中都宰，一年之间，四方效法。不久升司空，再升大司寇，职掌司法，之后又以大司寇行摄相事，代理执政。

  执政的第七天，孔子就诛杀鲁国大夫少正卯于东观之下。东西两观在宫门两边，积土为台，台上有望楼，可以远眺，故曰观，约等于天安门。在这种政治意味浓重的地方杀人，说明杀少正卯是一个重要的政治事件。

  少正卯，少正是官名，以官为氏，以卯为名。他与孔子同时在鲁国创办私学，两人争夺学生极为激烈，孔子门下，“三盈三虚”，三次坐满而三次跑空，如此反复，只有颜渊意志坚定，一直跟着孔子。

  杀少正卯之后，学生们都不敢说话，只有子贡问孔子说：“少正卯是鲁国的名人，老师你初当政就先杀了他，该没有弄错吧？”

  孔子说：“人有五种罪恶，而盗、窃不在其中：

  一是心达而险，知识通达而心怀险恶；二是行僻而坚，行为邪僻而不知悔改；三是言伪而辩，言语不合正道而善于狡辩煽动；四是记丑而博，博闻强识，宣扬邪恶的思想；五是顺非而泽，赞赏错误的观点，加以文饰。

  这五宗罪，任何一条都该杀，而少正卯同时具有这五宗罪。他的居所足以聚集门徒成群，他的言论足以掩饰邪恶，蛊惑人心，他的刚强足以与正确的见解分庭抗礼，小人中的雄杰，不可以不杀。

  因此商汤杀尹谐，周文王杀潘止，周公旦杀管叔，姜太公杀华仕，管仲杀付里乙，子产杀邓析、史付，这七个人，虽然时代不同，险恶的用心却一样，是不能不杀的。”

  以思想、言论入罪，孔子绝不是第一个，商汤、周文王、周公旦，那都是上古的贤人，该杀的时候决不手软。但杀人的理论，的确由此完备。

  心达而险、行僻而坚、言伪而辩、记丑而博、顺非而泽，从这些罪名来看，其实只有一条，就是思想反动，和官方意见不保持一致。南辕北辙，因为思想反动，所以知识广博、善于辩论、坚韧刚强都只会助长反动思想的传播，所以这样的人越是知识广博、越是善于辩论、越是坚韧刚强对社会破坏就越大，就越是该杀。

  盗、奸之属，为害一时，却不会扰乱为政的根本，而且罪恶彰显，人人明白，思想上的问题比较隐蔽，才是大问题，必须要首先解决，所以称为“先诛”。太公望至齐而诛华士，是为先例。刘向强调：“自古明圣，未有无诛而治者也”，杀人，是保证太平的手段。司马迁也是用后来的鲁国大治为孔子背书，据他说：“孔子执政三月，商贾不欺童叟、男女分路而行，路不拾遗，四方之客，宾至如归。齐国恐怕鲁国称霸，甚至考虑把土地送给鲁国以求和好。”（《史记•孔子世家》）言下之意，只要天下太平，就证明杀得对，杀得有理。诛于东观，就是要以儆效尤，后来曹操杀孔融，司马昭杀嵇康，颇得其中杀鸡儆猴的帝王之术真谛。

  有人误会孔子妒贤嫉能，有点太小看至圣先师了。如果孔子只是一个这么简单的人物，也不足以创立儒学流传二千年了。孔子借《诗经•邶风•柏舟》感叹“忧心悄悄，愠于群小。”忧愁之心多凄楚，被群小人所怨怒。

  其实孔子杀少正卯杀得名正言顺、理直气壮，到了不可不杀的地步，这才是最可怕的事。这就意味着，只要思想、言论与我不一样，就是异端邪说，就该杀而后快。

  这个故事最早见于《荀子•宥坐》，荀子本来是儒法兼修，外儒内法第一人，对此大唱赞歌不稀奇。

  从朱熹开始，一些学者对孔子诛少正卯的故事持怀疑态度，其论据包括史料证据、制度沿革、孔子治国理念等，至今两派争讼不休。

  历史是一种印象，真实早已掩埋于尘土之下，流传下来的未必是历史的真相。然而，流传下来的历史印象对后世造成的影响，可能比实实在在的历史真相来得更大。

  孔子诛没诛少正卯不重要，这个故事得以正面形象流传，说明党同伐异在中国有很大的市场。因为这个故事很好用，所以后世儒生争相效法，五条罪名越用越熟练，无论是清誉名士，还是贪赃枉法之徒，都可能被加上了“少正卯”的罪名。

  东汉末年，杜乔上书指斥梁冀兄弟“有正卯之恶，未被两观之诛”（公元147年）；李膺（公元166年）初任河南尹就以残暴无道、杀死孕妇之罪杀死宦官张让的弟弟张舆，面对汉桓帝的指责，意正严词的说：“孔子七日而诛少正卯，我到任已有十天，我只担心动作拖拉而受指责，哪想到因办案迅速而获罪。”

  这两个故事比较正面，可越往后越负面。魏晋之际（公元263年），钟会劝司马昭杀嵇康的时候就引用了这个故事，认为嵇康言论放荡、诋毁经典、祸害时局、扰乱名教，帝王所不应该容忍，嵇康被诛于市。

  到了北宋之际，政敌之间常常互相指责对方是“少正卯”：何郯弹劾夏竦（公元1048年），欧阳修、刘敞等弹劾刘昌期（公元1059年），李定弹劾苏轼（公元1079年），苏辙等弹劾吕惠卿（公元1086年），要不就是引用“学非而博”、“行伪而坚”、“言伪而辩”的罪名，要不就是直指对方是“异端害道”、“鲁之少正卯”。

  为此苏轼发过一通调侃，大意说孔子七日而诛少正卯，正为自知相位不久，所以不得不乘还在位时速行其事，否则迟疑两三日，只怕少正卯所图。（《东坡志林•卷四》）借孔子的酒杯，浇自家的心事，一语道破自古党争之烈，孔子不杀少正卯，少正卯就要杀孔子，无论是路线斗争、阶级斗争，还是民族斗争，都是你死我活的斗争，哪里有宽容可以藏身？

  后来又发生了两起“少正卯”，更令人惊诧莫名。一起在南宋（公元1195年），儒学大师朱熹遭沈继祖参奏六大罪，并说“嘉为大奸大憝，请加少正卯之诛，以为欺君罔世、污行盗名者戒。”另一起在明季（公元1627年），无耻文人陆万龄竟称“孔子作《春秋》，（魏）忠贤作《要典》。孔子诛少正卯，忠贤诛东林。宜建祠国学西，与先圣并尊”，比魏忠贤为孔子，比东林党人为少正卯。

  一个是将来配享孔庙的先贤，被诬为少正卯，一个是遗臭万年的竖阉，被比为诛杀少正卯的孔子，可见谬种一旦流传，不由你考证它是真是伪，它自有它的生命力在。