Advertising value equivalent (AVE), 98
Annotations, Google Analytics, 101
AVE. See Advertising value equivalent
Backlinks, Google Analytics, 101–102
Blogging, 42–43
Body of press release, 23
Branding
crafting stories, 11
defining values, 6–7
press release, 22
tips for, 4–6
Celebrities
case stories, 35–37
endorsement, 33–34
for news checklist, 16
social media influencers, 32–35
Clipping services, 103
Contact details, press release, 23
Content creation
blogging, 42–43
case stories, 43–44
livestreaming, 41–42
overview of, 39–40
video content, 40–41
Date, press release, 22
Do-it-yourself media monitoring, 102–103
Event measurement, 104
Events, for news checklist, 17
Facebook Page
analytics of, 53–54
overview of, 53
suggestions to follow, 54
Fact check, for news checklist, 17
Fake news, 18–19
First paragraph, press release, 23
Google Analytics, 13, 100–102
High-quality images, for news checklist, 16–17
Human interest, for news checklist, 16
analytics of, 52
overview of, 50–51
suggestions to follow, 52
Key performance indicators (KPIs), 49–50
Keyword rankings, 102
KPIs. See Key performance indicators
company page, 57–58
groups, 58–59
Top Voices, 59–60
tracking and analytics, 59
Livestreaming, 41–42
Local media
case stories, 75–76
news story, 17–18
tips when dealing with, 74–75
working with small businesses, 73–74
Location, for news checklist, 15
Logo, press release, 22
Magazines, 80–81
Market surveys, 103–104
Measurement
advertising value equivalent, 98
basic model and communication objectives, 95–96
case studies, 99
clipping services, 103
data collection, 96–97
do-it-yourself media monitoring, 102–103
event, 104
Google Analytics, 100–102
keyword rankings, 102
market surveys, 103–104
trade shows, 104
triple A’s, 97
using social media, 99
website traffic, 100–102
Media pitching
future of newsroom, 86–87
magazines, 80–81
print media, 77–80
radio, 81–84
TV, 84–86
Micro-influencers, 29–30
National media, 17–18
Negative press
bad publicity, 89–90
case stories, 91–93
planning and preparation, 90–91
News checklist, 15–17
News release. See Press release
Newsroom, future of, 86–87
Notes to editors, 24
Podcasts, 64–65
PR. See Public relations
Press release
description of, 21–22
distribution, 26
format and style of, 22–24
writing, 22–24
Press statement, 24–26
Print media, 77–80
Product launch, for news checklist, 16
Publicity, managing bad, 89–90
Public relations (PR)
branding, 4–7
case stories, 7–8, 11–12
content creation, 39–44
fundamentals of, 3–4
importance of, 2–4
international examples, 113–115
measuring, 95–104
media pitching, 77–87
negative press, 89–93
overview of, 1–2
press release, 21–26
small, medium-sized (SMEs) businesses, 67–71
social media channels, 46–64
social media influencers, 29–35
stakeholders, 12–14
storytelling in business, 10–11
SWOT analysis, 8–9
Radio, 81–84
Serendipity
case stories, 108–111
characteristics of, 106
description of, 105–106
four principles of, 106–108
Significance, for news checklist, 15
Small, medium-sized (SMEs) businesses
case stories, 70–71
global mind-set, 67–69
pitfalls, 71
tools and ideas, 69–70
Social media channels
benefits, 47–48
case stories, 48–49, 65
Facebook Page, 53–54
Instagram, 50–52
LinkedIn, 57–60
real facts of, 46–47
Twitter, 54–57
YouTube, 60–64
Social media influencers
case stories, 31–32
description of, 29
micro-influencers, 29–30
searching, 30–31
working with celebrities, 32–35
Social media key performance indicators
conversions, 50
engagement, 49–50
leads, 50
reach, 50
Socialnomics, 46
Stakeholders
knowing competitors, 14
knowing customers, 13
Storytelling in business, 10–11
Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, 8–9
Surveys/Reports/Books, for news checklist, 16
Template, press release, 22
Timing
for news checklist, 15
for press release, 22–23
Title, press release, 23
Trade shows, 104
Triple A’s, measuring public relations, 97
TV, 84–86
insights and analytics of, 56
overview of, 54–56
suggestions to follow, 56–57
Video content, 40–41
Website traffic, 100–102
Writing press release, 22–24
YouTube
analytics of, 62–63
overview of, 60–62
suggestions to follow, 63–64