Public Relations for Dummies
Chapter One
The Power of PR
In This Chapter
* Discovering the meaning of public relations
* Exploring what a PR person does
* Looking at the differences between PR and advertising
When I was a young man of 24 and almost a complete beginner at public
relations, I got on the front page of USA Today with a feature story
about the baseball strike and a color photograph of my partner and myself.
That piece put my then-fledgling PR firm on the map, so to speak, and helped
advance my career in the PR business.
At the time, no one had heard of my agency or me, and I had no press contacts
with USA Today - or any other major media. That lack of contacts
could easily have become a major stumbling block for our PR firm in getting
new clients: The agency did good work, but larger corporate prospects would
naturally - and in my opinion, naively - ask, "Who are your key media contacts?"
When I confessed that I didn't know the editor in chief of the New York
Times and wasn't invited to Oprah's dinner parties, potential cl ... read full excerpt from Public Relations For Dummies ebook
