Overview

Good public relations can make a business - eBay's founders boasted that they spent no money on advertising apart from PR for two years. Top notch PR can attract capital, partners and employees, as well as potential customers. Sadly, few small businesses project themselves as well as their larger counterparts, but with a well planned PR strategy they could do just that. The Buzz Factor addresses the sticky issue of making PR relevant to individual businesses. This practical workbook takes the reader through every stage of devising a PR campaign. Using exercises and tools it will help a business analyse its current reputation and then devise a strategy to communicate complex messages, differentiate themselves from the competition and position themselves as an authoritative voice within their sector. PR campaigns have the ability to reach into untapped markets and enable small business to build a brand for themselves and their products. This essential workbook will enable anyone to create a 'BUZZ' about their business.

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9780749444686

Table of Contents

Reviews

""Takes readers through every stage of devising a PR campaign."" www.brandrepublic.com ""A superbly written, organized and presented instructional guide to effective communication for greater results in sales and representation... introduces its readers to a thoroughly ""user-friendly"" reference for achieving the greatest results possible in public relations and company representation."" The Midwest Book Review ""Packed with good reasons why companies, no matter how small, should consider the potential of PR."" Nepa News ""Russell Lawson, head of public affairs for the Federation of Small Businesses, argues that PR doesn't have to be the preserve of the 'big boys'."" mad.co.uk ""Shows SME's how to win good publicity and capitalize on weaknesses within larger outfits."" Printing World ""Goes through every stage of devising a PR campaign."" Business Executive ""The richly entertaining case studies make this an amusing read; but Mr Lawson gives us something far more important then entertainment. He gives us questions, answers and checklists."" Reading Chronicle Business Review ""Shows SMEs how they can win the battle for good publicity, and how they can capitalize on inherent weaknesses within much larger outfits."" Gift Focus ""Explores the true purpose of public relations(PR) and how it can help impact the growth of small businesses."" Journal of Economic Literature ""Will help you to create a buzz about your business and see the benefits on the bottom line."" Health and Beauty Salon ""Very much a hands-on book...Providing the necessary tools for business owners to analyse their own business in PR terms in order to reach their customers."" Business Essentials

"""Takes readers through every stage of devising a PR campaign."" www.brandrepublic.com ""A superbly written, organized and presented instructional guide to effective communication for greater results in sales and representation... introduces its readers to a thoroughly ""user-friendly"" reference for achieving the greatest results possible in public relations and company representation."" The Midwest Book Review ""Packed with good reasons why companies, no matter how small, should consider the potential of PR."" Nepa News ""Russell Lawson, head of public affairs for the Federation of Small Businesses, argues that PR doesn't have to be the preserve of the 'big boys'."" mad.co.uk ""Shows SME's how to win good publicity and capitalize on weaknesses within larger outfits."" Printing World ""Goes through every stage of devising a PR campaign."" Business Executive ""The richly entertaining case studies make this an amusing read; but Mr Lawson gives us something far more important then entertainment. He gives us questions, answers and checklists."" Reading Chronicle Business Review ""Shows SMEs how they can win the battle for good publicity, and how they can capitalize on inherent weaknesses within much larger outfits."" Gift Focus ""Explores the true purpose of public relations(PR) and how it can help impact the growth of small businesses."" Journal of Economic Literature ""Will help you to create a buzz about your business and see the benefits on the bottom line."" Health and Beauty Salon ""Very much a hands-on book...Providing the necessary tools for business owners to analyse their own business in PR terms in order to reach their customers."" Business Essentials"

Takes readers through every stage of devising a PR campaign. www.brandrepublic.com A superbly written, organized and presented instructional guide to effective communication for greater results in sales and representation... introduces its readers to a thoroughly user-friendly reference for achieving the greatest results possible in public relations and company representation. The Midwest Book Review Packed with good reasons why companies, no matter how small, should consider the potential of PR. Nepa News Russell Lawson, head of public affairs for the Federation of Small Businesses, argues that PR doesn't have to be the preserve of the 'big boys'. mad.co.uk Shows SME's how to win good publicity and capitalize on weaknesses within larger outfits. Printing World Goes through every stage of devising a PR campaign. Business Executive The richly entertaining case studies make this an amusing read; but Mr Lawson gives us something far more important then entertainment. He gives us questions, answers and checklists. Reading Chronicle Business Review Shows SMEs how they can win the battle for good publicity, and how they can capitalize on inherent weaknesses within much larger outfits. Gift Focus Explores the true purpose of public relations(PR) and how it can help impact the growth of small businesses. Journal of Economic Literature Will help you to create a buzz about your business and see the benefits on the bottom line. Health and Beauty Salon Very much a hands-on book...Providing the necessary tools for business owners to analyse their own business in PR terms in order to reach their customers. Business Essentials

Author Information

Russell Lawson is Head of Public Affairs for the Federation of Small Businesses in Wales. An excellent communicator, part of his role is to lobby decision makers to the benefit of the small business community. Also a journalist, he is a regular conference speaker and media commentator on small business issues.

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