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.