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Good public relations can mean the difference between success and failure – e Bay’s founders 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. The PR Buzz Factor takes you through every stage of devising a PR campaign. Jargon-free and uncomplicated, it will help you with e-PR, website design, handling the media, writing newsletters and much more. Using the exercises and tools contained in the book you will be able to analyses the current reputation of your business and then devise an effective strategy to: Reach your target audience; Communicate key messages; Differentiate yourself from the competition; Position yourself as an authoritative voice within your sector. About The Author Russell Lawson is Head of Public Affairs for the Federation of small businesses in Walves. Also a journalist, he is regular conference speaker and media commentator on small business issues. Table of Contents Introduction : What makes you tick? The audit: Introduction,The audit, Gathering information, Strategy versus tactics Why you need PR Introduction, Your message, Stakeholder expectations, Agenda setting, Campaigns , Conclusion. Environmental Analysis Introduction, The SWOT analysis, Conclusion. Looking after your stakeholders : Introduction, Stakeholders mapping, messages, An Internet community, where to now. Tactics : Introduction, The next step, over to you The end has no end : Introduction, Monitoring and evaluation, keep it going Help available for small businesses Index