The Publicity Handbook, New Edition : The Inside Scoop from More than 100 Journalists and PR Pros on How to Get Great Publicity Coverage (Paperback)

by David Yale (Author), Andrew Carothers (Author) "Your on-line business just reached a milestone-even though the bottom line is still bright red..." (more)
Key Phrases: station relations staff, backgrounder sheet, community calendar listings, New York, Plains City, West Glen (more...)

Editorial Reviews

Product Description
Thoroughly updated with information on Internet-based PR campaigns

The Publicity Handbook has everything you need to know to win valuable publicity for your product, service or business. Includes step-by-step information on setting objectives and designing an integrated publicity plan, writing press releases, fact sheets and feature stories for all different types of media, as well as extensive checklists and a complete breakdown of sources and services available to publicists­­--databases, media directories, websites, and more. An indispensable guide whether you are a PR pro or entrepreneur!

About the Author

David R. Yale is an award-winning marketing consultant who has held creative and marketing positions at Marketing & Publishing Associates, Lindenwold Fine Jewelers, and Publishers Clearing House, where he was instrumental in establishing the company's online presence. He has written articles for hundreds of business publications including Business Marketing, Business Strategies, Computer and Electronics Marketing, DM News, NEPA Hotline, The Newsletter on Newsletters, and Meetings & Conventions.

Andrew Carothers has more than 10 years of experience helping corporations, agencies and non-profits gain media exposure and increase shareholder value through successful application of traditional and internet-based PR/IR. The former director of internet-based public relations for Autodesk (San Rafael, CA), one of the largest software companies in the world and the leading design and digital content creation resource, Mr. Carothers currently serves as the director of corporate communications for iMind Education Systems, Inc.

Product Details

• Paperback: 464 pages
• Publisher: McGraw-Hill; 2 edition (May 4, 2001)
• Language: English
• ISBN-10: 0844232424
• ISBN-13: 978-0844232423
• Product Dimensions: 8.8 x 5.7 x 1.2 inches
• Shipping Weight: 1.6 pounds (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars See all reviews (10 customer reviews)
• Amazon.com Sales Rank: #313,022 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

7 of 7 people found the following review helpful:

5.0 out of 5 stars Great for Beginners or Those Doing Publicity as a Second Job, May 11, 2000

By	A.Trendl HungarianBookstore.com "RIP MJ" (Glen Ellyn, IL USA) - See all my reviews (TOP 500 REVIEWER)

This review is from: Publicity Handbook: How to Maximize Publicity for Products, Services and Organizations (Hardcover)

In short, get this book if you are needing to get started in PR as part of your job, or are a beginner as a PR specialist.

My first PR job was at a nonprofit with no money for 'real' PR. This book helped me use the few dollars we had without comprosing quality required to make a good impression to publications.

It explains the basics, what make a good PR person, and how to pull together the job of convincing others to cover your stories. How to get pics published, media visits, controversy. Logically written, it outlines options and reasons for responding to various situations.

A great asset.. this book has a solid directory of resources to help you get your job done.

No essential is left without guidance. However, missing from it is a "new" essential, the web. Maybe a newer edition will come out to cover this?

6 of 6 people found the following review helpful:

4.0 out of 5 stars Great resource for beginners, July 5, 2000

By A Customer

This review is from: The Publicity Handbook (Paperback)

I've done press work for a number of years, so I was familiar with a great deal of the material covered in this book: how to approach the media, how to compile crash lists, etc. I think that this information, as it is presented by Yale, would be very helpful for newcomers to the field.

What I appreciated as a more experienced person was the inside information and advice on handling difficult situations. I also found the end-of-chapter checklists useful and enjoyed reading the many quotations from reporters and PR professionals. These appear throughout the book and they tie the advice given to the opinions of people in the fields.

If David Yale is considering revising the book for the year 2000, I would recommend a whole section on the internet.

This book, even without much on the web, is worth the twenty bucks. The behind-the-scenes information and media relations do-s and don't-s make it a worthwhile purchase.

5 of 5 people found the following review helpful:

4.0 out of 5 stars Good beginner's guide, January 4, 2002

By	Nicole Bradshaw "Nicole Bradshaw" (Jackson, MS USA) - See all my reviews

When I first started out in PR, I bought this book as a crash course in how to professionally pursue publicity. It's a great primer, and I still have it on my bookshelf today.

The only caution I would give to beginners buying this book is to slow down. Not every institution/business is going to have the budget for some of these ideas. Do what you can with the resources you have, and use the book as a good guide.