All business owners want to garner publicity for themselves, their products, and their organizations. So how do you create distinctive materials and more importantly?the buzz that sets you apart from the competition? Award-winning publicist Sandra Beckwith goes beyond other PR primers to not only show the mechanics of writing pitch letters and publicity kits, but also how to strategically create a PR plan for your business. Streetwise� Complete Publicity Plans is filled with sample forms, resources, and great ideas that you can use right away: �Press releases �Pitch letters �Press kits �Op-eds and public service announcements �Sample editorial calendars and media checklists Target Your Approach, Get Results �Different types of media exposure?and which is best for your business �How to tailor PR plans for trade vs. consumer media �Dealing with print vs. electronic media �What is?and isn?t?newsworthy Reaching the Right People �Determine your audience �Reach diverse communities �Building relationships with the press �Media directories Executing Your Plan �Staying within budget �Managing schedules and timelines �Hiring outside help Quantify Your Results �Track new clients or product sales �Jumpstart a stalled publicity campaign �Refine your media base �Justify your effort Streetwise� Complete Publicity Plans doesn?t just show you how to put a plan together, it enables you to maximize results!