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

Salzman, Marian

Hardcover

ISBN 10: 0814437877 ISBN 13: 9780814437872

Publisher: AMACOM, 2017

Synopsis

Today’s news landscape is more crowded and varied than ever before and is only growing more diverse. From bloggers to influencers to citizen journalist to all that is coming up over the horizon, learning how to most effectively build brands has become a 24/7 mission for even the most experienced PR firms, let alone the lone enterprise. So where does one even begin to take on such an endeavor?Look no further! In Agile PR, 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. Individuals and businesses seeking to build either their brand or that of a client can learn how to:· Use newscrafting to help you or your client be the news· Personalize pitches to reporters and bloggers· Master the art of storytelling· Create branded hashtags that get shared· Gain exposure at SXSW, TED, and other key conferences· Get bumped to the top of online searches· And much more!Punctuated by case studies from the United Nations Foundation, Wyclef Jean, Sears, and other campaigns, Agile PR unlocks industry secrets to help anyone broaden their reach and increase their impact.

About this title

Book Description

Looking to upgrade your PR practices? Look no further.

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.

From the Inside Flap

If you work in public relations, you know it’s a rapidly evolving field where bloggers and citizen journalists can have wider reach than media pros, and social media more impact than traditional outlets. But with so many voices and channels, and so much noise, what has the most influence? How do you amplify your message?

To find out, step inside one of the most innovative PR agencies and watch as creative experts brainstorm and plan campaigns. Agile PR brings you behind the scenes at global powerhouse Havas PR. At the helm is Marian Salzman, a high-profile professional known for steering people and organizations into (and sometimes out of) the news, shaping narratives, and building buzz.

This ultimate insider’s guide provides a big-picture view of the altered media landscape. It clarifies with examples of successes and stumbles from charitable organizations, tech companies, political candidates, celebrities, retail stores, and more, as they try new ways to get their messages out. Most important, it explains exactly how to use today’s most effective tactics for championing brands, organizations, and causes, including how to:

· Use newscrafting to help clients gain influence and be the news · Personalize pitches to reporters, bloggers, and social media influencers · Master the art of storytelling · Develop campaigns around big ideas · Build awareness with socially conscious actions · Create branded hashtags that get shared · Bump clients to the top of online searches · Gain exposure at SXSW, TED, and other key conferences and events · Avert and resolve crises in a scandal-happy world · Measure the impact of media placements · Master Twitter, Instagram, Snapchat, and other platforms · Spot trends and link pitches to breaking news · Rethink the press release and give journalists what they want · And much more.

Public relations requires adaptability and an agile skill set. Whether you’re struggling to keep up with the brave new media world or to connect the dots between the old rules and the new, this wise, savvy companion will help broaden your reach, increase your impact, and equip you for the challenges ahead.

Marian Salzman is CEO of Havas PR North America and chairs its Global Collective of owned public relations agencies around the world. A top trendspotter and award-winning blogger, she writes for Forbes.com, The Huffington Post, PR Week, and more. Salzman is author or coauthor of more than a dozen books, published in more than 15 languages.

About this edition

• Publisher: AMACOM
• Publication date: 2017
• ISBN 10: 0814437877
• ISBN 13: 9780814437872
• Binding: Hardcover
• Number of pages: 272