For Immediate Release

Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations

Ronn Torossian

• Publisher: BenBella Books
• Year: 2011
• Topic: Business
• eBook ISBN:
  9781936661275
• Subtopic: Public Relations
• Index: Business

It is essential that businesses know how to communicate quickly, often preemptively, and effectively to survive—and at a cost that is far lower than comparable marketing and ad campaigns. The first book by the owner of a top 50 PR agency, For Immediate Release, Ronn Torossian reveals how public relations can do just that—while also defining brands; helping companies and individuals court the press or avoid it; growing business without alienating loyal customers; resolving crises quickly; and improving first page results on the most powerful search engine in the world (Google).

For Immediate Release will show you how to:

Frame the debate and control the conversation

Use new and old media in tandem to find your audiences and create highly personal, relevant impressions tailored for them

Promote the interests of your brand or business; deter or potentially stop what is not in your interest

Build on great press, and avoid or minimize bad press

Ensure the first thing people see about your business or brand during an Internet search is exactly what you want them to see

Handle a crisis in the most effective and efficient manner

See the positive difference effective PR makes through compelling case studies—Louis Vuitton, Fubu, BP, Toyota, Philip Stein, Zappos, and interviews with experts including Dr. Keith Ablow, political strategists Frank Luntz, Roger Stone and Hank Sheinkopf, and many others—and your own business.

Table of contents

• Cover
• Praise For For Immediate Release
• Title page
• Copyright
• Dedication
• Contents
• Chapter 1: Moving People, Shifting Minds | The Power of Public Relations
• Chapter 2: Know Your Own Reality (Or, Don’t Think Your Shit Doesn’t Stink) | Play to Your Strengths . . . Know Thyself (First)
• Chapter 3: Talk Isn’t Cheap—It’s Undervalued | Communication Is the Front Line of Good PR
• Chapter 4: Surprise Party: How PR Can Help Capture New Customers | And Why You Should Love Them
• Chapter 5: Authenticity—Your Personal Calling Card | Don’t Try to Be Something You’re Not
• Chapter 6: Getting Out in Front | Capturing Media Attention
• Chapter 7: In G-D We Trust, Not the Media | The Press Has a Job to Do—You May Not Like It
• Chapter 8: Life Happens: Manage Crises Immediately | Problems Ain’t Going Away on Their Own, and You Can’t Outwork Them
• Chapter 9: Give More to Get More | Charity Is Good PR Work
• Chapter 10: In Conclusion: Rules for PR Success
• About 5W Public Relations
• Acknowledgments and Respect
• Index