The PR Buzz Factor: How Using Public Relations Can Boost Your Business

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Kogan Page, 2006 - Business & Economics - 184 pages
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Good public relations can make a business - eBay's founders boasted that they spent no money on advertising apart from PR for two years. Top notch PR can attract capital, partners and employees, as well as potential customers. Sadly, few small businesses project themselves as well as their larger counterparts, but with a well planned PR strategy they could do just that.

The Buzz Factor addresses the sticky issue of making PR relevant to individual businesses. This practical workbook takes the reader through every stage of devising a PR campaign. Using exercises and tools it will help a business analyse its current reputation and then devise a strategy to communicate complex messages, differentiate themselves from the competition and position themselves as an authoritative voice within their sector.

PR campaigns have the ability to reach into untapped markets and enable small business to build a brand for themselves and their products. This essential workbook will enable anyone to create a 'BUZZ' about their business.

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About the author (2006)

Introduction: What makes you tick?

Chapter 1: The audit

Introduction; The audit; Gathering information; Strategy versus tactics

Chapter 2: Why you need PR

Introduction; Your message; Stakeholder expectations; Agenda setting; Campaigns; Conclusion

Chapter 3: Environmental analysis

Introduction; The SWOT analysis; Conclusion

Chapter 4: Looking after your stakeholders

Introduction; Stakeholder mapping; Messages; An internet community; Where to now?

Chapter 5: Tactics

Introduction; The next step; Over to you...

Chapter 6: The end has no end

Introduction; Monitoring and evaluation; Keep it going

Appendix: Help available for small businesses

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