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, this book 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.