Perfect for those who have to create publicity, newsletters, and press releases (and who commission them from others), this new book is packed full of advice on how to generate publicity and promote public relations by using words effectively. In two sections-one giving step-by-step advice, and the other a quick reference section-it gives you examples of good and bad practice based on real-life situations. Illustrated: cartoons, boxes, 'dos' and 'don'ts', flow diagrams, easy to follow sections Practical: advice on what kind of message to present when copy-writing, establishing promotional goals, developing and sticking to a strategy, what journalists look for Problem solving: tackling letters of complaint, misunderstandings, troubleshooting strategies, sensitivities of your market, lack of creative inspiration Checklists and examples: tick as you work on producing a newsletter, writing a press release, structuring your copy.
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About the Author
Alison Baverstock is a well-known marketer who throughout her career has combined teaching with a successful marketing practice. As well as having wide experience as a trainer (including 12 years at The Publishing Training Centre at Book House), she has written two distance learning courses on promotional copy-writing and marketing, has experience as a distance learning tutor on the PTC copy-writing course, and has her own clients, ranging from a ski company to charities. She is the author of Marketing Your Book: an author's guide (A and C Black, 2001), How to Market Books (Kogan Page, 1999), and Are Books Different? (Kogan Page, 1993). John Seely, the series editor of the Get Ahead In series, is an experienced author and teacher of English who has worked in education at all levels from primary school to university. His publications include The Oxford English Programme, The Oxford Guide to Writing and Speaking, and Everyday Grammar.
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