| 作者简介： Art Feinglass is founder and president of Access Communications, Inc., a New York–based training and public relations firm. He is an adjunct professor at New York University's George H. Heyman, Jr. Center for Philanthropy and Fundraising, where he teaches courses in public relations for nonprofits. He has more than twenty years of experience in public relations for nonprofits and serves on the Communications Advisory Committee of the American Red Cross in Greater New York. He can be reached at www.artfeinglass.com. |
| Exhibits Foreword (Naomi Levine) Preface The Author PART ONE: GETTING STARTED 1.Identifying Target Markets 2.Setting Goals, Clarifying the Message, and Creating the PR Plan PART TWO: THE PR TOOLKIT 3.Choosing the Right Spokesperson 4.Writing and Placing the News Release 5.Maximizing Alternative Press Tools 6.Crafting Press Kits 7.Creating Brochures 8.Communicating Through Newsletters、 9.Producing Annual Reports 10.Making Direct Mail Work 11.Understanding Advertising 12.Pitching and Placing: Radio 13.Pitching and Placing: Television 14.Producing Videos and DVDs 15.Using the Internet 16.Planning Dinners and Special Events PART THREE: MONITORING THE PR CAMPAIGN 17.Reviewing and Revising the PR Plan 18.Reporting to Stakeholders Conclusion: Bringing It All Together Index |
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