Image Wars

This book is for managers and entrepreneurs who want to understand what works, what doesn't and why in promoting and publicizing a business and its products. The authors show how to identify the audiences you need to reach in order to accomplish your objectives and how to determine the messages you need to convey to them. They also show how and when to use various forms of publicity: press releases, media alerts, press conferences, press kits, op-ed features, bylined articles, editorial board meetings, pitch letters, meeting with customers and clients, interviews, seminars, sponsoring events, philanthropy, and newsletters. Case studies form Burson-Marstellar accounts are used as illustrative examples.