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1. After the Story Runs: How to Get the Most From Your Ink
Through skill or luck, you manage to get a story written about your company. Don't stop there; add mileage to your media coverage and make it do more work for you.
2. Breathing Life into a Mature Product
One way to show how a mature product is still new and vital is to develop a case study describing your product and a customer's use of it — demonstrate your product from a third-party viewpoint.
3. Capitalizing on Media Coverage to Assist Growth
Press coverage is priceless, says Wayne Edelman, CEO of Meurice Garment Care, a 50-year-old dry-cleaning business in New York. Thanks to one interview that snowballed, Edelman's company has been mentioned in Time, Business Week, The New York Times, Crain's New York Business, Newsday and Martha Stewart's television show. Edelman links this media coverage with recent growth and would like to leverage it toward future goals.
4. Dealing With the Media
Manage your relationship with reporters and editors in good times and bad through good "media etiquette" and simple planning.
5. Don't Be a Pawn of Perception
Alvin Bell Jr., president of Big Pawn Inc. and Freeman Jewelers Inc., wants to grow his Chicago-based businesses further, but licensing and public-relations obstacles stand in his way.
6. Extreme Measures -- Banking on Change
7. Extreme Measures -- Dying for an Opportunity
8. Extreme Measures -- Throwing Fans a Curve
9. Extreme Measures: The Secret's Out
10. How to Establish a Public Relations Campaign
As you launch and grow your business, one of the most tricky and misunderstood challenges involves public relations. While handling the media and releasing information in a crisis is one aspect of PR, most growing businesses have other PR needs.
11. How to Stir Up a Marketing Buzz
Promotional tactics to make you stand out.
12. Launching a PR Campaign
Even if you've already got a marketing strategy and an advertising budget, you still need a public relations plan to help your business grow. This Quick-Read includes basic and creative tips for designing your PR campaign.
13. Online Chat Boosts Corporate Profile
Virtual community for pen enthusiasts is the 'write' stuff for Woodside Works.
14. Radio Activity
Music producer Al McCree takes to the airwaves by listening to his numbers
15. Selling Fun Drives Traffic
True Value Home Center Keeps customers coming back by ensuring they have a good time — even if they didn't buy anything.
16. Taking on the Media
Tips for making a news interview a pleasant and productive experience for you — and the interviewer.
17. Think Hard Before Changing Product
18. Toot Your Own Horn
How and why to generate a public-relations campaign.