ENGAGE

A public relations professional shares a wealth of useful ideas for gaining free media coverage.

In this highly accessible guide, Griesel (FUNDaMentals, 2012, etc.) details 226 “smart ideas” that any corporate communicator can use to “raise their profile or that of their company, project or concept.” The author covers several essential topics, such as how to attract favorable media attention, develop lasting media contacts, craft effective messages, make public speeches and master the art of the interview. She holds nothing back as she shares insider tips for getting noticed (“You will not get your story told if the editor or publisher feels your story will not help sell copies, subscriptions or advertising”) and secrets for identifying the right media sources (“A smart way to unearth reporters covering your sector is to look for keywords found in your competitors’ press releases”). A chapter that addresses public-company transparency in financial reporting is sure to help novice communicators navigate tricky regulatory waters. Of particular value is the author’s take on “critical issues to weigh when dealing with a crisis.” Here, Griesel demonstrates her keen eye for crisis management, offering several pertinent ideas for minimizing public relations damage from bad news: “Have a crisis plan of action in place before the crisis,” she writes, and “[a]void a fortress mentality when dealing with the media.” After a comprehensive run-through of basic and advanced PR techniques, Griesel appends a helpful second section, which includes an informed discussion of how to most effectively use websites, email and social media. In this comprehensive work, the author skillfully writes for an executive audience—the text is elegant in its simplicity, its ideas are clearly spelled out, and its chapters are short. Overall, this book draws aside the curtain of mystery surrounding public relations and delivers numerous ideas for gaining corporate visibility.

Excellent advice from an authority on using the media to best advantage.