Agile PR: Expert Messaging in a Hyper-Connected, Always-On World

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AMACOM Div American Mgmt Assn, Jan 24, 2017 - Business & Economics - 272 pages
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Bloggers, influencers, citizen journalists...today’s news landscape is crowded and constantly changing. As a PR professional, how do you match your message to the medium and ensure that it gets heard above the noise?

Public relations maverick Marian Salzman goes behind the scenes of creative power house Havas PR, revealing the newest, most effective tactics for championing brands, organizations, and causes. Punctuated by case studies from the United Nations Foundation, Wyclef Jean, Sears, and other campaigns, Agile PR reveals how to:

  • Use newscrafting to help clients be the news
  • Personalize pitches to reporters and bloggers
  • Master the art of storytelling
  • Break through Web clutter
  • Create branded hashtags that get shared
  • Bump clients to the top of online searches
  • Gain exposure at SXSW, TED, and other key conferences
  • Avert and resolve crises
  • Measure the impact of media placements
  • And more

Ambitious media plans call for cutting-edge tools. Agile PR unlocks industry secrets sure to help anyone broaden their reach and increase their impact.

 

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Contents

A Media Toolkit
1
The Importance of Engagement
17
Artful Persuasion
27
4 Blow Up the Internet
46
5 Massaging the Message
59
Giving Your Brand a Personality
75
Doing Good to Do Well
93
8 Going Global
111
11 The Rules of Regulation
157
Crisis Management
173
As Simple as Three Letters?
185
Forecasting the Future
197
New Definitions
215
Notes
225
Index
235
Free Sample of Talking to Crazy
244

Global Versus Hyperlocal
122
10 The New Relations in Public Relations
139
About AMACOM
255
Copyright

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About the author (2017)

MARIAN SALZMAN is CEO of Havas PR North America and chair of the Havas PR Global Collective. A top trendspotter and award-winning blogger, she has written for Adweek, Forbes.com, The Huffington Post, The Guardian, and more.

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