Foreword by Dave BooneIntroductionPart 1: Traditional Public Relations1. Public Relations Defined2. A Brief History of Public Relations3. Why Public Relations Works While Advertising Doesn't4. Lessons in Persuasion: Writing and Placing Press Releases, Pitch Letters, and EditorialsPart 2: Social Media Public Relations5. Social Media Fallacies6. Lessons in Social Media: Realistic Ways Publicity Works Using Digital Methods7. Twitter is Best: How to Use It for PR8. The Dark Side of Social MediaPart 3: Content Marketing9. The Changing World of Public Relations10. A Brief History of Content Marketing11. Why Content Marketing Has Become Essential for Public Relations12. Lessons in Content Marketing: What, How, and When to PublishPart 4: PR Measurement13. Basics in Measuring PR Efforts14. The Barcelona Principles15. Measuring Social Media Efforts16. Lessons in PR Measurement: Using Advertising Value Equivalents (AVE) to Measure the Value of PR EffortsConclusionAppendix: The Five Best PR Campaigns of All TimeIndexAbout the Author
Robert Wynne uses wit, humor, and, yes, straight talk to help readers learn the art of public relations.
Robert Wynne is president of the PR and events agency Wynne Communications and a contributor on public relations to Forbes magazine. He was formerly Director of Communications at USC's Marshall School of Business, Director of Marketing at Manatt, Phelps & Phillips, and a reporter for Newsweek and the Los Angeles Times. He's provided PR counsel to MIT, Raytheon, Ferrari-Maserati, USC, Tennis Industry Association, UCLA, and many others. He also hosts yearly PR events for business, medical, and engineering PR professionals. He holds an MA in Communications (University of Texas at Austin) and lives in the Los Angeles, California, area.