Comprehensive and highly engaging, The Complete Guide to Publicity covers all aspects of planning and executing a successful publicity campaign, from defining "publicity" to explaining the key tools of the trade, and from understanding the media and the opportunities it holds to staging events, speeches, benefits, and photo opportunities. Directing his advice to anyone who might need to craft a publicity plan--small business owners, non-profit groups, small associations, solo service providers--as well as to public relations and marketing professionals searching for creative tips and insight on how to conduct more effective campaigns, author Joe Marconi demystifies "publicity" by revealing how it's done, what it costs, and how to devise and manage an effective publicity program. Completely up-to-date, the text includes helpful information on using electronic tools, such as E-mail and websites, as part of your publicity arsenal. Plus, real-life examples, including actual press releases, media clips, and more, make The Complete Guide to Publicity the ultimate handbook for effectively generating the maximum amount of good publicity for your product, service, or organization. Read Less