Book promotion requires mix of old and new

As book coverage in newspapers and magazines shrinks, but hundreds of thousands of new books continue to be published a year, book publicists have an increasingly challenging job.
 

RMT success depends on relevance and spokesperson

Companies and organizations that are trying to reach a targeted demographic with a complex message can use radio media tours (RMTs) to provide a cost-effective means of additional insight to their story
 

Set your CEO on the right blogging course

Not every CEO should blog, but the ones who do should heed to lessons learned since the practice hit it big several years ago.
 

Research and visuals key to landing a morning show placement

Booking clients on morning TV shows - whether national, local, network, or cable - can provide a boost in brand awareness and even sales, as well as lead to new opportunities.
 

Twitter offers key engagement with target audiences

Twitter has quickly become a baseline tactic for PR initiatives seeking to engage audiences in online conversation. It can be a good tool to connect with company stakeholders, including media.
 

Select the right celebrity for your campaign

Leveraging a celebrity spokesperson as part of a PR campaign can be an incredibly powerful tool to draw attention to a brand, product, or company. Yet certain steps are necessary to ensure the partnership does not go awry.
 

Research pays off in product placement

Product placement has become a common tactic for marketers seeking to integrate their products into the storyline of a TV show or movie.
 

Garnering attention for the right reasons

Marketing a firm requires the same amount of detail and dedication as any other client.
 

Outside experience benefits job applicants

When looking beyond PR pros to fill positions, there are still certain criteria that need to be met.
 

Timing is everything for technology media

Despite some opposition, there are still ways for embargoes to work in this sector.
 

Webcasts buoy internal communications

This tool is a great way to keep employees engaged, connected, and part of the dialogue.
 

Giving information to different audiences

An online newsroom should no longer be limited to members of the media.
 

On-the-go solutions for reaching teens

Mobile marketing is often a solid way to interact with this important demographic, finds Craig McGuire
 

Flexible thinking is the strongest defense

Focusing on past success and new ideas is key for any firm trying to hang on to an account,
 

Social media skills go to head of the class

Real-life proficiency in this area is becoming increasingly vital to PR students and their professors.
 

Editorial boards maintain coveted status

Knowing the nuances of each outlet is key in seeking placement in this popular section
 

Making sure search yields prime results

An SEO strategy should include tactics that consider the role of images and video play, finds Craig McGuire
 

Web monitoring yields competitors' info

Keeping track of what is said about others in a client's space can help inform PR strategy. By David Ward
 

Lengthening reach for broadcast video

Guaranteed placement can play an important and useful role in video and Web strategy, by Craig McGuire
 

Making sure that your opinion gets heard

Getting an Op-Ed piece placed requires solid writing, as well as a strategic, timely plan, finds Tanya Lewis
 

Finding the best voice for your company

There are several things to consider when choosing a spokesperson for a specific brand, finds Tanya Lewis
 

Radio still a key factor in media coverage

New technologies, among other factors, help RMTs to remain a good tool for client exposure.
 

Getting the message to teens and parents

PSAs that target this dual audience need to employ a strategy that involves social media.
 

Wires are still a good conduit to investors

Despite recent use of Web disclosure, the best IR strategy uses both traditional and new methods, finds Craig McGuire
 

University PR that makes the grade

With so many different goals and target audiences, university PR can be a challenge
 

An effective and entertaining exhibition

The trade show floor is a good place to make new contacts and impressions, finds Craig McGuire
 

Relieving the distress of senior-level exits

High-level departures require careful outreach to a variety of audiences.
 

News that's fit for a worldwide audience

Dealing with global media can be difficult, but if done correctly brings numerous rewards.
 

AM spots worth increasingly difficult sell

Placing clients on morning shows is becoming harder, but well-focused pitches increase visibility.
 

A relationship that works well both ways

It is very important for Big Pharma to learn how to work well with patient advocacy groups
 

Firms' proposals must adjust to the times

In the current economic climate, RFP responses are more important than ever, finds Craig McGuire
 

Integrating SEO helps boost PR activity

Adding search optimization to a company's comms effort is opening new opportunities for PR plans.
 

Online videos are developing reputations

Internet clips last forever, so effective monitoring is key for managing any company's image
 

Creating a pitch that is always in vogue

Targeting the fashion media requires a casual, yet informed, tone, finds Alexandra Bruell
 

Proper alignment strengthens the cause

The relationship between a corporation and charitable effort should be clear and meaningful.
 

The changing market influences coverage

Financial PR pros are faced with a new set of challenges in working with media in this sector, finds Craig McGuire
 

Interview: David Schwab

David Schwab, MD of First Call, Octagon's celebrity acquisition and activation company, gives three tips on how to choose a celebrity for a cause-marketing campaign.
 

Putting the campaign's best face forward

Finding the right celebrity for a cause marketing effort can be a critical part of its success
 

Reaching the influencers that know best

Pitching to mommy, and even daddy, bloggers requires a more specific and different approach, finds Aarti Shah
 

As radio evolves, pitches must follow suit

Changes stemming from consolidation and the Web mean opportunities for PR pros.
 

Injecting life into healthcare-story pitches

Working with healthcare journalists requires outreach that is sophisticated and well informed.
 

Preparation draws attention of reviewers

The correct research and presentation help a product's chances of getting in front of the media.
 

Steps to making a good first impression

A well constructed and compelling Web site can be an incredible asset to PR agencies
 

Organization is key to comms efficiency

Software solutions can help corporations manage agency activity, but shouldn't replace solid PR.
 

Press releases can be good for business

These staples of media relations are now increasingly used to generate new business leads.
 

Getting prepared for the big presentation

Online monitoring proves to be a resourceful tool for PR agencies in new business pitches, finds Tanya Lewis
 

Social networks can boost pitch potential

Forging online relationships with tech reporters requires the same tact as traditional approaches, finds Aarti Shah
 

Cutting work ties without burning bridges

Ending a client-agency relationship should be done in a tactful and courteous manner
 

Travel companies can get far by letting go

Giving up some control can work to the advantage of travel and tourism entities, finds
 

Health PSAs succeed in shrinking market

Yet spots still need to be both informative and targeted to garner the right attention.
 

Narrow focus can prove to be beneficial

Finding the right angle to pitch is the key for small businesses looking for media coverage.
 

Senior LGBTs require inclusive outreach

Connecting with this unique audience requires a specialized approach.
 

Steps to ensure a successful introduction

Research should play an important role in the planning of a new product launch
 

The right steps to place on the rankings

There are many ways to increase your chances of being named on a "Best of" list
 

Webcasts can reach influential audience

If done correctly, this forum for information is an effective way to engage the media.
 

Video can come in handy during a crisis

Certain elements can be prepared beforehand and used in a pinch if the time comes, finds Craig McGuire
 

Getting the right message to the press

Members of the C-suite aren't the only ones who can benefit from media training
 

Finding the middle ground in staffing

While the recruitment of mid-level staffers can be a challenge, it's not impossible.
 

Expanding Web sites helps readership

Updating sites to offer easier and effective tools brings in a broader audience
 

Traditional avenues still impact teens

Teens always seem to be online, but many offline options exist to reach this audience
 

Relationships with stations help PSAs

Amid changes in the medium, there are certain ways to ensure success for a radio PSA.
 

Passionate presentations win business

Demonstrating heart, creativity, and preparation helps in having a successful pitch
 

Placing the focus on long-term potential

Some companies need to start thinking differently about earnings guidance
 

Finding the right words for all occasions

Speeches for an internal audience must be carefully crafted to ensure employee support, finds Tanya Lewis
 

Monitoring conversation is a good start

A product launch is a prime opportunity to track online dialogue.
 

When the agency becomes the client

Promoting a firm after a significant change requires a persistent, carefully honed message.
 

Looking at more than just the numbers

Annual reports can include some different features that truly resonate with investors.
 

Sharing your opinion with the world

Even with the proliferation of online opportunities, the rules for placing Op-Eds are still the same
 

Keeping your press releases relevant

In today's digital age, social media and video elements are essential.
 

The right tools to get radio's attention

Healthcare campaigns that are designed for radio can be tricky, finds Craig McGuire.
 

Helping Web videos make an impact

Certain guidelines exist to producing effective online video.
 

A picture can be worth a thousand hits

Images and video must be considered when crafting an SEO plan.
 

Working with a group of influencers

It requires a nuanced, well-crafted approach to connect with the newspapers' editorial boards.
 

Going beyond the traditional avenues

There are far more options available for distributing your PSA
 

Taking full advantage of trade shows

PR teams can have a key role before and during such events
 

Making sure everyone gets the news

When announcing senior-level departures, various audiences must be considered.
 

Going beyond press release distribution

Newswires today also offer a wide range of measurement solutions.
 

Improving connections with consumers

Events are a strong way to forge bonds with a target audience.
 

Making the most out of a bad situation

Finding the right balance between speed and sensitivity is vital when communicating bad news.
 

Helping the little guy make a big splash

The right pitch can help get coverage for the smaller tech companies.
 

A response that rises above the pack

From displaying creativity to simply abiding by the set rules, David Ward uncovers many keys to a winning RFP
 

Giving Web sites a much-needed boost

A good strategy is crucial to help increase visibility of a site.
 

Sifting through the information overload

Monitoring companies are expanding their offerings to give deeper analysis of media coverage.
 

Bringing a broadcast's message home

Giving SMTs a local hook is key in today's challenging media world.
 

Authenticity vital to green coverage

Getting sustainability issues on the press' radar requires an honest, well-informed message.
 

Staff must be a crisis comms priority

Internal comms takes on even more importance during hard times.
 

The most effective use of star power

A celebrity spokesperson can boost a campaign, but that star has to be the right fit.
 

Getting back on the press' good side

It takes persistence and understanding to repair a damaged media relationship.
 

Crafting a diverse message for radio

Radio is a strong avenue for Hispanic outreach, but it does require a different approach.
 

Healthy exposure for rare diseases

A combination of news and human interest can help draw the media's attention.
 

Blogs prompt a re-evaluation of reviews

Online journalism adds a new dimension to companies' efforts to get their products reviewed.
 

Thinking ahead pays off during turmoil

Managing a financial crisis requires careful planning and outreach.
 

Sharing your story with the world

Garnering global broadcast coverage requires different tactics.
 

Keeping tabs on agency partners

Corporate PR departments have systems in place to get the most from their agency relationships.
 

Newswires strive to bolster releases

In today's new-media world, PR pros are leveraging the latest in newswire technology to extend the press release beyond the media and plunge it directly into the mainstream.
 

Newswires strive to bolster releases

In today's new-media world, PR pros are leveraging the latest in newswire technology to extend the press release beyond the media and plunge it directly into the mainstream.
 

Setting the tone for a good relationship

The time to establish the procedures that will solidify agency-client unions is when they start.
 

The fast track to being taken seriously

Strategic outreach can help startups gain attention and respect from the business media.
 

Keeping in touch with the right people

Contact management systems have evolved, but core capabilities are still essential.
 

PSAs that offer a wealth of information

Financial messages should be kept simple and offer solutions to complex situations.
 
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