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Sources Bookshelf

Publicity, Newsletters, and Press Releases

Baverstock, Alison
Publisher:  Oxford University Press, New York, USA
Year Published:  2002  
Pages:  96pp   Price:  $12.95   ISBN:  0-19-860384-3

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Written by an accomplished marketer and teacher, this book focuses on how to effectively use words to generate publicity. Starting with the basic strategies for crafting messages (what to say, how to say it, who to say it to), the author provides valuable lessons in how to be persuasive and compelling in print. The focus is on newsletters and press releases as PR fundamentals. Included are a number of invaluable writing and production checklists, as well as troubleshooting techniques for handling customer complaints, errors in reporting and setting up focus groups for valuable feedback.

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