000			01673cam a22002414a 4500
008			060619s2007 ilu 001 0 eng
010			_a 2006020335
020			_a9781419523670 (pbk.)
040			_aDLC _cDLC _dDLC
050	0	0	_aHM1221 _b.S24 2007
082	0	0	_a659.2 _222
100	1		_aSaffir, Leonard.
245	1	0	_aPR on a budget / _cLeonard Saffir.
260			_aChicago, Ill : _bKaplan Pub., _cc2007.
300			_axiii, 241 p ; _c24 cm.
500			_aIncludes index.
505	0		_aWhat is public relations? the engineering of perception -- Everyone needs PR but I can't afford it -- Big agency vs small : bigger is not always better -- Strategy & tactics : who are we talking to? -- Brainstorming : there are no bad ideas -- Spin or win? assume media skepticism -- The target media & media lists -- Are you ready? getting the word out -- There's more than the New York Times : television, radio, community newspapers & newsletters -- How to stage manage the interview : don't blow it now -- News conferences : build it and they might not come -- Surveys, surveys, surveys : measuring public opinion -- Crisis communications : what to do if disaster strikes -- The internet : the new PR -- Performance-based PR : changing the playing field -- The worthy cause : PR to the rescue -- Read, read, read and other ways to stay ahead -- PR, advertising & journalism, synergies & frictions -- Evaluating the pr program : the nuts and bolts of measurement -- Learn from experience : mistakes you shouldn't make -- The future of public relations : what now?
650		0	_aPublic relations.
005			20170126093243.0
001			19462
003			UOWD
942			_cREGULAR
999			_c1964 _d1964