The PR Buzz Factor

Here are excerpts from the main chapters of The PR Buzz Factor:

Chapter 1 What Is Public Relations?

The PR Buzz Factor is written as a practical guide which gives business owners the tools to analyse their own business in PR terms, in order to reach their target market and gain wide distribution or exposure. This essential workbook will enable anyone to create a 'BUZZ' about their business. It uses a four-step approach to making an effective PR plan for your business:

Planning (Audit)
Before setting any objectives about where you want to be in terms of your reputation and relationship with key stakeholders, we have to look at where you are now.

Strategy
Giving you an overall strategy, such as raising your brand awareness; differentiating yourself from the competition; and/or positioning yourself as an authoritative industry voice.

Tactics
A vast array of tactics to generate that 'media buzz', such as developing in-magazine research surveysto be run in conjunction with leading publications, also making them cost-effective.

Evaluation
Monitoring and evaluation are forms of control: a means by which you ensure that objectives are achieved. We look at an acceptable ROI, including Output, Out-take and Outcome measurement.