• September 2013

Coming in 2014—"PR Rules: The Playbook"

The Entrepreneur’s Guide to Supersizing Your Small Business

If you have ever tried your hand at promoting your business—either on your own, or by hiring one of the zillion PR firms in America—you know that there are innumerable ways to spread the word about the good work you are doing.

“That’s because crafting a successful PR and marketing is an art, as much as a science,” explains long-time journalist and PR specialist Hope Katz Gibbs, co-author of the upcoming book, “PR Rules: The Playbook,” and founder of Inkandescent PR, an Inkandescent Group company.

“The difference between a successful campaign, and one that falls flat, is finessing the tools with style and grace—and knowing what to do each day to maximize your visibility,” Gibbs insists.

What do you need to do to create an effective PR and marketing campaign that builds credibility, increases sales, and gets reporters to call you for your expert opinion?

The lightbulb will go on in the pages of “PR Rules: The Playbook.”

This 100-page interactive book will take you through the steps required to best promote your business.

Part 1 — The PR Playing Field. What is the difference between PR, marketing, advertising, sales, and social media? In this section we feature insights from eight experts in each field to help you understand the landscape.

Part 2 — The 8 Steps to PR Success. From creating a stunning website (Step 1) to paying it forward (Step 8), you’ll learn what each tool in the PR toolkit is (and what it isn’t), why it’s important, and how you can use the PR toolbox to super-size your small business. Here are the eight steps:

  1. Create a stunning website.
  2. Develop an explosive PR campaign.
  3. Make a splash in the news.
  4. Write a column in a magazine and host your own radio show.
  5. Network wisely.
  6. Join a speakers bureau.
  7. Write a book.
  8. Pay it forward.

Part 3 —The Entrepreneur’s Game Plan. What do the big players do to make their businesses glow and grow? In this section you’ll find case studies of eight CEOs in a range of industries that are being “Inkandescent” in their PR and marketing campaigns. In addition to sharing their insights and success stories, they encourage you to take a page from their playbooks.

In “The Playbook,” you’ll also learn about:

  • The Trifecta of Small-Business Failure: How to make sure your business doesn’t suffer from these big three PR and marketing mistakes.
  • What you are up against when it comes to pitching your story to reporters: To get readers ramped up on the realities of PR, the book begins with an essay in the Preface by internationally syndicated humor columnist Gene Weingarten. Reading his essay, which originally appeared in the May 2012 Washington Post as a column entitled, “Flack Yourself,” will show you some of the hurdles you have to overcome to interest reporters in you or your business.

“As journalists ourselves, we laughed at Gene’s article, but we cried, too,” shares co-author Kathleen McCarthy, managing editor of Be Inkandescent business magazine and senior VP of The Inkandescent Group, LLC. “His perspective helps us see what we’re up against. Using ‘The Playbook,’ our hope is that every entrepreneur can apply the tips, techniques, and tactics in it to get the visibility they need to help their company succeed—and win over some skeptical journalists along the way.”

To pre-order “PR Rules: The Playbook” Send an email to hope@inkandescentpr.com. The book will be available on amazon.com, and on www.inkandescentpr.com, for $25. Bulk orders of 25 books or more receive a 10 percent discount.

Gibbs and McCarthy are also available for speaking engagements. Learn more here: www.InkandescentSpeakers.com.

Free consultations on your PR and marketing plans are also available. To set up an appointment, send an email to Kathleen@inkandescentpr.com.


About Inkandescent PR

Inkandescent Public Relations is a full-service PR, marketing, publishing, and website design firm that helps entrepreneurs get more visibility. Since 2001, we have promoted entrepreneurs, start-ups, educators, authors, artists, and restaurateurs—and helped them come up with successful strategies to grow their businesses using PR, marketing, and advertising tools.

“We know that creating fireworks through a strong PR and marketing campaign is the key to spreading the word about a business—but unless you catch the embers, your moments in the limelight will be just a pretty memory,” explains Inkandescent PR founder Hope Katz Gibbs. “Our team of journalists is skilled at creating the most effective, creative, and appealing message possible, and consistently informing clients and reporters about the important work that our clients are doing.”

For more information, visit www.InkandescentPR.com, or call us at 703.346.6975.

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