List of Sidebars

Introduction

Why We Love PR...

Chapter 1: Word of Mouth

When You Want Someone’s Attention, Just Whisper

It Happens to Be News, Dummy

Cruise the News

Chapter 2: The Press: Merchants of Exposure

The Power of the Press

Can’t We All Just Get Along (Starting Now)?

Five Ways to a Reporter’s Heart

Chapter 4: Finding the Right News Hook

The Feeding Frenzy

CEOs and the Word

Chapter 5: Winding Up for the Pitch

E-Mail: The Subject of It All

The Pitch That Cried Wolf

Chapter 6: It’s YOUR Interview!

Tips for Radio and TV Interviews

Chapter 7: Source Filing 101

With Buzz Abuzz, Somebody’s Bound to Get Stung

It’s Not All about You

Immediate Impact Zone

Chapter 8: Going National

Those Who Hesitate Are Lost

Why Any Press Is Good Press: Not!

Why Letters to the Editor Are PR