Getting Publicity: A Do-It-Yourself Guide for Small Business and Non-Profit Groups

Ann Turner is Financial and Budget Manager at the University of British
Columbia Library.

Starting from the premise that “anyone can learn the skills necessary
to profit from free publicity,” the authors (both professional
journalists) give us step-by-step instructions for developing low-cost
promotional strategies. We set up a permanent Publicity Planner, explore
promotional opportunities, and find ways of gaining access to the media.
We assemble a media kit, including press releases, photographs, and
other materials to carry our message out into the world. We develop and
sharpen our skills for using media interviews, tv appearances, and
public speaking engagements to best advantage. We learn to write good
press releases, using the samples provided, and we find other
opportunities for promotion through the written word, such as articles
and regular columns in newspapers and magazines. And we learn to prepare
a publicity budget, because even “free” publicity isn’t entirely
without cost. A final year-long case study puts it all together. A very
useful and practical guide.