PR Rules: The Playbook
The Entrepreneur’s Guide to Supersizing Your Small Business With the 8 Steps to PR Success Score Headlines. Win Customers. Glow. And Grow Your Company!
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By Hope Katz Gibbs
Founder, The Inkandescent Group, LLC
and Kathleen McCarthy
Senior VP, Inkandescent Public Relations
Design and Illustrations by
Michael Gibbs Illustration & Design
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Consider this equation: Strong Business Strategy + Savvy Communications Plan = Consistent Sales and Business Growth
Simple, right? And, it’s something most business owners already know. But knowing the formula is easy. Developing the strategy—and executing it consistently and with savvy—is the tricky part.
So how does an artist or chef, financial advisor or insurance agent write a great press release and land a column in a business magazine, or design a website and keep it up-to-date? How do these experts in their chosen fields master the art of creating and executing a cohesive, dynamic PR and marketing campaign? And once they hit the level of success that they charted for themselves, how do they sustain it—or better yet, take their companies to the next level?
They do it by having a strategic PR and marketing plan that grows as they do. And, for those who have cleverly set aside a PR and marketing budget, they partner with experts who can help turn their dreams into reality.
Since 2001, our team of journalists have been promoting, educating, and inspiring hundreds of entrepreneurs so they can successfully build their companies and organizations. More than 200 clients have utilized our effective approach to launch their websites, develop popular newsletters, get quoted in such publications as The New York Times, Wall Street Journal, and news shows including the CBS Early Show, and ABC. See more here.
The reason we’re successful for our clients is that we are business strategists with strong communications skills at The Inkandescent Group. Our ability to see the big picture, and write well, is our recipe for success.
What’s the secret?
- Tenacity. Growing a company doesn’t happen overnight. Like waves on a beach, you have to keep at it.
- Determination. It takes a lot of effort to turn an idea into a business. Don’t want to work hard? Don’t start your own company.
- Heart. If you aren’t willing to put everything yo have into your business—give up now.
But if you have started a company, you are in the for the long haul. So be insightful, ingenious, and intriguing.
The first step: Start at the end. That means coming up with an organized, executable strategy using our 8 Steps to PR Success. Then work backward until you get to the starting point. Buy a giant piece of poster board and some colorful markers and start planning. This book will show you the way. In fact, we’ll be providing the markers for you so you can draw and dream your way to success.
Are you ready to turn on the lights? Be sure to get your copy of the Playbook, coming in the fall of 2013. — Hope, Kathleen, and Michael PR Rules: The Playbook.
Here’s what people are saying about PR Rules: The Playbook — The Entrepreneur’s Guide to Supersizing Your Small Business Using the 8 Steps to PR Success
Alan Webber, co-founder Fast Company magazine; 2014 candidate for Governor of New Mexico
“Back when I wrote ‘Rules of Thumb,’ Hope interviewed me for the cover of her business magazine and did a great job. Now she’s written the Rules of Thumb for PR—and it is an absolute winner! This book is a must-read for every small business owner. Buy it, read it, and do what it says!”
Gene Weingarten, two-time Pulitzer Prize-winning journalist, Washington Post columnist, and author of “Flack Yourself,” — the Preface of PR Rules: The Playbook
“Hope Katz Gibbs is far less pathetic, incompetent, and shameless than most PR people. Her book actually contains some smart advice, not that any of those clueless frauds will take it.”
Lee Woodruff, veteran PR expert, broadcast journalist, best-selling author, In An Instant
“In a digital age where the rules seem to be broken or changed every week, ‘PR Rules’ offers concise, clear and usable information from industry experts on how to move forward in an ever-changing marketing terrain. Even a PR veteran like myself can learn something from this book by Hope Katz Gibbs and her team.”
Jim Barnes, editor and Book Awards director, IndependentPublisher.com
“I have a couple of new authors ask me every day, ‘How do I get my book out into the marketplace?’ and now I have the perfect tool to recommend. This book is filled with great advice, well organized and concise, with a lively design that makes it fun and easy to read. Anyone who wants to improve the way they promote their products, their businesses, or themselves should read this book.”
David Bruce Smith, author and publisher, David Bruce Smith Publications, creator, The Grateful American™ Series
“If you want to learn how to have significant success, you must read this book.”
Dr. Esther Sternberg, author and research director, Arizona Center for Integrative Medicine, at the University of Arizona at Tucson
“This engagingly written and practical book combines biographical sketches and personal narratives with bulleted pointers gleaned from the individual experiences of the subjects interviewed. I especially enjoyed the ’8 Steps in Action’ section in Part III of the book, in which Gibbs distills common themes for success that can be applied by anyone seeking to expand his or her small business.”
Buddy Teaster, president and CEO, Soles4Souls.org
“Hope comes at life and business with a powerful combination of head and heart. She understands that it takes both elements to get the most out of whatever you’re doing, including PR. Excellent roadmap to engaging your audience from all perspectives!”
Gina Schaefer, founder, ACE Hardware DC
“I have really enjoyed reading ‘PR Rules’ and have dog-eared most of it! Hope gives us bite-size chunks of good advice. Each of the profiles offers practical advice, real-life experiences, and great information for business owners in all industries and at all levels. I highly recommend it.”
Chris Carbone, futurist, on Twitter @cwcarbone
“‘PR Rules’ is part practical workbook and part inspirational guide. With it, Hope Gibbs and her team have created a rare thing—a business book that you can get fired up about. They help you turn your big business ideas from what’s possible into actionable items. I know from experience that their 8 Steps to PR Success is a strategy that works.”
Meg Cox, reporter, The Wall Street Journal
“Hope Katz Gibbs really knows the PR business and tapped top experts to produce an extremely practical and accessible guide.”
Lou Ferrante, author, Mob Rules: What the Mafia can teach the legitimate businessman
“Best how-to book ever written on PR! Hope Katz Gibbs is an expert in the field and her book should be mandatory reading for every small-business owner. Small-business owners are by nature do-it-yourselfers. And yet, many spend tens of thousands on PR. Hope’s do-it-yourself book is the last investment you should make on PR. A must-read!”
Sonya Gavankar, broadcast journalist, the “Face of the Newseum,” and Miss District of Columbia 1997
“The publicity game has changed, and this guide will easily become the playbook for the new phase of the public relations industry. Hope’s ‘PR Playbook’ is the guide for the businessperson searching for the spotlight and the entrepreneur needing focus as they create a business plan. Hope leverages her career and personal experience as well as the wealth of her human capital of knowledge and puts it all in one easy-to-navigate place.”
Peter J. Noonan, EdD, superintendent, City of Fairfax Schools
“Sometimes in leadership positions, we become so focused on the mission and vision that we forget the importance of communicating effectively about it to ensure broad understanding and investment. ‘PR Rules: The Playbook’ offers practical ideas that I’ve been incorporating into my work since I started working with Hope Gibbs in 2002. Her field guide will be a useful to many others who now have the benefit of learning from her expertise.”
Lisa Rueff, founder, Yogaventures, and executive director, Do It For The Love Foundation
“Hope Katz Gibbs has created a must-read—an extensive and excellent resource for all business owners. So much thought, care, and attention to detail have gone into this book. Every business owner should read this book. Their business will thrive as a result. Thank you, Hope, for your dedication and guidance.”
We thank all of the journalists, marketing and sales specialists, social media gurus, futurists, and entrepreneurs who have been interviewed for PR Rules: The Playbook.
With the 180-page guidebook just about ready to head to the printer, we want to give our featured experts the opportunity to peruse the page where they are quoted and let us know if you’d like to make any final changes.
If that’s you:
1. Click here to see the index and find the pages were you are quoted.
2. Type in the passcode we sent you via email to download the pdf of the book.
3. Get back to us with comments by Monday, March 3, as we ship it to the printer March 8. If we don’t hear from you by then, we’ll assume all is well.
4. If you like what you see, we’d love to get a Testimonial from you to post in the book. Send that (and any questions you have) to firstname.lastname@example.org.
5. To thank you for your contribution, we’d like to send you a complimentary copy of the book. Please also send Hope your mailing address.
Here’s to making fireworks with PR Rules: The Playbook. — The Authors: Hope Katz Gibbs, Kathleen McCarthy, and Michael Gibbs
8 is our magic number in PR Rules. On the 168 pages of the book, you’ll find 8 sets of advice in 8 areas that we believe will help you see your business from a new vantage point.
Why did we pick 8? Because we believe in the knowledge of numbers.
“If seven is the number of evolution, 8 leads us beyond ourselves,” writes Wolfgang Held in “The Quality of Numbers 1 to 31.” “The octave is the 8th note on the scale, and it’s the resolution is the stream of notes comes to rest. The world dawns on the 8th day, and 8 is the first cube number. In the ancient view of the universe, 8 encompasses the planets.”
In Chinese, the word for 8 (八 Pinyin: bā) sounds similar to the word which means prosper and wealth. In regional dialects the words for 8 and “fortune” also sound similar.
And, flipped on its side, the number 8 is the symbol for infinity.
So we we dedicate this book to helping you go beyond yourself, to achieving your dreams and ambitions, with the information you play with in “PR Rules: The Playbook.” Here’s to having fun, and to your success!
By Hope Katz Gibbs
Founder and President, InkandescentPR.com
Why do so many small businesses fail?
Because the very characteristics that make entrepreneurs want to start a business are the ones that cause them to stumble.
That isn’t news. Business experts have been shouting about this fact for decades—including many we have interviewed for Be Inkandescent magazine, such as life coach Martha Beck, “Don’t Sweat the Small Stuff” guru Richard Carlson, “E-Myth” author Michael Gerber, business tycoon Ted Leonsis, and Fast Company magazine founder Alan Webber.
How do the fireworks created by PR work their way into the mix?
From our publicist’s perch at Inkandescent Public Relations, we have been privileged to work inside dozens of companies—from start-ups to multimillion-dollar corporations. We’ve helped them make fireworks, and equally importantly, catch the embers so they continue to shine.
We have also witnessed their challenges. From these, we culled the “Trifecta“—three trends that that can trip up even the most energetic entrepreneur, with even the most carefully crafted business plan. Do any of these monikers describe you?
Arlington VA, Today — In this press release on press releases, by PR guru Hope Katz Gibbs, you’ll learn how to structure, execute, and artfully craft a press release that gets attention.
“Grabbing the reader’s attention, encouraging them to attend an event or learn more about a product or service, and intriguing reporters so they want to learn more is the goal for any good press release,” says Gibbs, the founder of Inkandesent Public Relations, and a veteran journalist who for more than a decade has been happily writing interesting press releases that get picked up by the media.
“Whenever I’m writing a release, my purpose is to tell a story—albeit briefly—that makes readers want to learn more about the topic I’m discussing,” she says. “Of course, it’s also rewarding to write a press release so that it reads like a mini-article, since this gives it a greater chance of being picked up by newspapers, magazines, and blogs.”