This no-frills guide to public relations is everything you wish you learned in college or on-the-job about launching a PR career or adding new skills to an already flourishing marketing position. Through an honest, boots-on-the-ground account of two decades working in PR, I’ll teach you how to work with bloggers, podcasters and traditional media to gain press coverage, organic SEO and better working relationships. Table of Contents PR 101: PR’s Difference & TypesForget Your Generating News Ideas That Will Actually RunYour PR The Press Release & Probably More Important ToolsUnderstanding the Media Etiquette, Changing Rules for Differing Media & Building Media ListsWorking with Print & Editorial Calendars, Contributed Articles & Blog PostsWorking with General TV News, Nighttime News & Morning ShowsWorking with Radio & General Radio News, Morning Shows, Special Segments & PodcastsOperating Like a Press Events, Taking Photos & Video for the Media & Press ConferencesPR Shotgunning Your Approach, Distribution Services & The “Wire”Infusing Other Search Engine Marketing (SEO) PR, Social Media PR & Content MarketingTying it All Building Your PR Plan, PR Timelines & Selecting AudiencesLiving the PR Becoming a Writer, Working with Others, Crisis Prevention, Media Relationships, Reporting Your Results & Discovering Your StoryUltimately, this guide serves as a tough-loving mentor for anyone trying to get ahead in PR or marketing by offering tested methodology and a fresh perspective. With newsrooms dwindling worldwide, this is now more important than ever.