The Complete Guide To Publicity [Paperback]

Joe Marconi (Author)

Book Description

Publication Date: March 11, 1999

This up-to-date, comprehensive guide is packed with publicity expertise--from simple, low-cost ideas to sophisticated corporate strategy systems. Using an engaging, conversational style, the author explains how to define and set goals and objectives, master all publicity tools from a press release to the Internet, analyze media, create events and opportunities, and estimate results.

Editorial Reviews

From the Back Cover

Written in a highly engaging, accessible style, The Complete Guide to Publicity: Maximize Visibility for Your Product, Service, or Organization covers all aspects of planning and executing a successful publicity campaign, from defining what exactly constitutes "publicity" to explaining the key tools of the trade, from understanding the media and the opportunities it holds to staging events, speeches, benefits and photo opportunities. Directing his advice toward anyone who might need to craft a publicity plan--small business owners, non-profit groups, small associations, solo service providers--as well as to public relations and marketing professionals searching for creative tips and insight on how to conduct more effective campaigns, author Joe Marconi demystifies "publicity" by revealing how it's done, what it costs, and how to devise and manage an effective publicity program. Completely up-to-date, the text includes helpful information on using electronic tools, such as E-mail and websites, as part of your publicity arsenal. Plus, real-life examples, including actual press releases, media clips, and more, make The Complete Guide to Publicity the ultimate handbook for effectively generating the maximum amount of good publicity for your product, service, or organization. --This text refers to an out of print or unavailable edition of this title.

Product Details

• Paperback: 256 pages
• Publisher: McGraw-Hill Companies (March 11, 1999)
• Language: English
• ISBN-10: 0844200913
• ISBN-13: 978-0844200910
• Product Dimensions: 8.8 x 5.9 x 0.5 inches
• Shipping Weight: 15.2 ounces
• Average Customer Review: 4.3 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #788,125 in Books (See Top 100 in Books)
  • #64 in Books > Business & Investing > Marketing & Sales > Marketing > Telemarketing

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Customer Reviews

Most Helpful Customer Reviews

25 of 26 people found the following review helpful:

5.0 out of 5 stars Are You Ready To Be Noticed?, March 28, 1999

By A Customer

This review is from: The Complete Guide To Publicity (Paperback)

The Internet has become a global marketplace for the selling of countless numbers of products and services. It has also become a key distribution center for the dissemination of a variety of information. Would you like to learn how to draw more attention to yourself and to what you have to offer? Joe Marconi has written The Complete Guide to Publicity to offer a rich resource of advice in the art and science of publicity that will help you do just that!

Within the covers of this book readers are given a full course on how they can conduct a campaign to successfully market just about anything. The guidance offered in this book can be directly applied to successfully marketing Websites and Website content. Online business operators should listen up. They will be intrigued to learn how they can, with little effort and expense, make their products, services, and information known to others!

Marconi discusses the key tools of the trade. Readers, for instance, will learn how to create a press kit and prepare press releases that will draw considerable attention in the media. Speaking of the media, Marconi spends a good amount of time discussing the role and use of the media in launching and carrying out effective publicity campaigns. When properly understood and put to use the media will prove to be one of the most effective marketing tools available to mount any campaign.

Chapter seven stands out as perhaps the most informative chapter of the entire book. Titled A Crash Course in Publicity, Marconi offers 101 points that will help his readers create good publicity programs. They will help readers create their own plans of action that will include setting objectives, identifying the people involved, collecting information, defining strategies, and developing a list of tactics to use to get the job done. They are worth the cost of the book alone for the significant contribution they will make to any marketing effort!

A good Website and marketing plan are not sufficient alone for the effective marketing of products, services, and ideas. Persons desiring to effectively market online must take advantage of the opportunities that present themselves and actively generate others in order to make themselves and what they have to offer known to more people. This book is highly recommended for consultants and those desiring to conduct business online. This book will help them get noticed. How about you? Are you ready to be noticed?

5 of 6 people found the following review helpful:

4.0 out of 5 stars A great publicity primer!, November 4, 2000

By 

Adam F. Jewell (Pittsburgh, PA USA) - See all my reviews
(REAL NAME)   

This review is from: The Complete Guide To Publicity (Paperback)

Everything presented in this book will help those charged with the task of generating publicity. Fundamentally, it must be remembered that publicity is just that, it is not paid advertising, it must be managed, but cannot be completely controlled. The goal of the publicist is to provide relevant, newsworthy, information, which will be deemed to be of interest to a target audience. Present the media with an honest, credible, story, that will help them accomplish their goals (attracting more viewers, selling more papers or magazines, or attracting more interested readers to a web site) and your story is more likely to be heard by those you desire to reach.

"The Complete Guide to Publicity" clearly defines publicity, what it is and is not, what to expect from a publicity effort, as well as the particulars to consider when dealing with various media and attempting to target specific audiences with your story.

An excellent introduction to the strategy and structure of a publicity campaign!

1 of 1 people found the following review helpful:

4.0 out of 5 stars A COMPLETE AND THOROUGH GUIDE TO PUBLICITY, May 3, 2008

By 

Gian Fiero (Los Angeles, California) - See all my reviews

Amazon Verified Purchase

This review is from: The Complete Guide To Publicity (Paperback)

After teaching two semesters of publicity at San Francisco State, I ordered about 6 publicity books off of Amazon and I read them all cover-to-cover.

The Complete Guide To Publicity was the best in terms of accuracy, thoroughness, and real-life application.

Joe's years of experience and casual writing style makes the valuable information contained throughout this book very easy to digest and comprehend. It deals with, and focuses on, the principles and philosophies of publicity as they relate to the business professional who is attempting to maximize the visibility of their product, service or organization. It's an older book with no mention of the Internet, but the education provided is applicable.

For students who are interested in a publicity primer before - or in lieu of - taking a course in publicity, this is the book to get...and it's practically free here on Amazon.