TABLE OF CONTENTS

Part 1: What Publicity Can Do For You
Chapter 1: Just What Is Publicity?
Chapter 2: Trade vs. Consumer Media
Chapter 3: Determining Your Audiences, Setting Goals, Establishing Objectives

Part 2: Publicity Plan Tactics
Chapter 4: Have Something Newsworthy to Say
Chapter 5: Get Your Information to the Right People
Chapter 6: Using the Right Format

Part 3: Creating Your Publicity Plan Tactics
Chapter 7: Writing a Killer Press Release
Chapter 8: Writing a Pithy Pitch Letter
Chapter 9: Writing By-lined Articles and Case Histories
Chapter 10: Writing a Column, Op-Ed and Public Service Announcement (PSA)
Chapter 11: Press Kits
Chapter 12: Getting Interviewed
Chapter 13: Preparing for an Interview

Part 4: More Sophisticated Tactics
Chapter 14: Press Conferences
Chapter 15: Special Events
Chapter 16: Sponsorship
Chapter 17: Public Speaking
Chapter 18: Become Opportunistic
Chapter 19: Tools for Opportunistic Publicity

Part 4: Creating and Executing Your Publicity Plan
Chapter 20: Tools for Opportunistic Publicity
Chapter 21: Executing Your Plan

Part 5: Evaluating and Leveraging Your Publicity Success
Chapter 22: Tracking Results, Measuring Impact
Chapter 23: Maximizing the Impact
Chapter 24: So What Have You Learned?