This up-to-date, comprehensive guide is packed with publicity expertise--from simple, low-cost ideas to sophisticated corporate strategy systems. Using an engaging, conversational style, the author explains how to define and set goals and objectives, master all publicity tools from a press release to the Internet, analyze media, create events and opportunities, and estimate results.


Reader reviews


Everything presented in this book will help those charged with the task of generating publicity. Fundamentally, it must be remembered that publicity is just that, it is not paid advertising, it must be managed, but cannot be completely controlled. The goal of the publicist is to provide relevant, newsworthy, information, which will be deemed to be of interest to a target audience. Present the media with an honest, credible, story, that will help them accomplish their goals (attracting more viewers, selling more papers or magazines, or attracting more interested readers to a web site) and your story is more likely to be heard by those you desire to reach. "The Complete Guide to Publicity" clearly defines publicity, what it is and is not, what to expect from a publicity effort, as well as the particulars to consider when dealing with various media and attempting to target specific audiences with your story. An excellent introduction to the strategy and structure of a publicity campaign!

Many books on Corporate Identity seem to concentrate either on the design elements, with lots of well-lit photographs of expensive letterhead, or on the dry marketing case for design with little discussion of what the logo looked like. This is a refreshing change in that it combines both elements, through the use of up-to-date case studies of companies such as Philips, Bird's Eye and Direct Line. The author describes the key concepts that people often regard as synonymous - logo, corporate identity and brand - and shows how the differences between them are key to an understanding of this process. The over-arching point that Morgan makes is that a new corporate identity is only the icing on the cake of a whole host of organisational change and will only succeed if everyone within the company is prepared to buy into the process of change. The whole corporate identity process is illustrated by the case history of Orange - surely the best new corporate identity for a long time and one which completely changed the perception of mobile phones in the UK.


This will be a useful handbook for anyone who is about to embark on the process of a new identity and it will be particularly useful for helping to convince stakeholders of the value of good design. It doesn't really tell us how to do it in the arts - perhaps that's a book that somebody should write soon!

Completely revised to reflect the impact on artists of the new tax laws, the topics covered include estate and gift taxes; financial planning; working with galleries, dealers, and museums; promoting art; choosing profitable fairs; securing grants; and the basics of corporations. Illustrated.



# Paperback: 368 pages
# Publisher: Prentice Hall Press; 3 Sub edition (September 8, 1998

Nonprofit organizations are increasingly resembling private firms in a transformation bringing with it a shift in financial dependence from charitable donation to commercial sales activity. This book examines the reasons and consequences of the mimicry of private firms by fundraising nonprofits. User fees and revenue from 'ancillary' activities are mushrooming, with each having important side effects: pricing out of the market certain target groups; or distracting the nonprofit from its central mission. The authors focus first on issues that apply to nonprofits generally: the role of competition, analysis of nonprofit organization behavior, the effects of distribution goals and differential taxation of nonprofit and for-profit activity revenue, the effects of changes in donations on commercial activity, and conversions of nonprofits to for-profits. They then turn to specific industries: hospitals, universities, social service providers, zoos, museums, and public broadcasting. The book concludes with recommendations for research and for public policy toward nonprofits.


About the author:


A prolific and distinguished scholar, Weisbrod has written or edited 15 books and more than 160 articles and papers on the economics and public policy analysis of poverty, nonprofit organizations, education, health, the causes and consequences of research and technological change in health care, manpower, public interest law, the military draft, and benefit-cost evaluation. His most recent research examines the comparative economic behavior of for-profit, government, and private nonprofit organizations; and the causes and consequences of the growing commercialism of nonprofits. He also is the author of The Nonprofit Economy (Harvard University Press, 1988).

These volumes contain a spread of influential articles on economic issues arising in all aspects of the cultural sector: the performing and creative arts, (including the art market); the heritage (museums and monuments) and the media industries (film, TV, recording etc.). Cultural economics, including in this term the economics of the arts, has developed steadily over the last thirty years, with a literature that is theoretical, empirical and institutional. Some of the most prominent economists have written on subjects in this field - Coase, Baumol, Peacock, Robbins, Scitovsky, West and it is now being developed by their successors, of whom Frey and Throsby are the best established.



82 articles, dating from 1959 to 1996

Contents:
Volume I:
Introduction
Part I: Overture
Part II: Tastes and Taste Formation
Part III: Demand Studies
Part IV: Supply: The Performing Arts
Part V: Supply: Museums and the Heritage
Part VI: Supply: The Media Industries
Part VII: The Art Market


Volume II: Part I: Economic History of the Arts
Part II: Artists Labour Markets
Part III: Baumol's Cost Disease
Part IV: Non-Profit Organizations in the Arts
Part V: Public Subsidy for the Arts: Why? Theoretical Arguments
Part VI: Public Subsidy for the Arts: How Much?
Part VII: Public Subsidy for the Arts: How? Means to Achieve the Ends
Part VIII: Economic Impact of the Arts


Contributors include: O. Ashenfelter, W.J. Baumol, M. Blaug, R. Coase, B.S. Frey, L. Robbins, S. Rosen, T. Scitovsky, D. Throsby, E. West

Published in December 1995


This text discusses the activities of art-producing organizations from a managerial point of view, emphasizing the economic importance of the production of popular culture. The author's empirical research into this field has important implications for organizational theory and risk management, and allows the reader to gain insights into management from a different perspective. Areas covered include the film industry in Hollywood, publishing, the rock-and-roll business and the management of art-related businesses. This work is intended to be of specific relevance to MBA students on courses in arts management as well as undergraduates in film studies, media studies and communications studies.


Paperback: 216 pages

International Thomson Business Press; 1st edition, December 1995

Providing a comprehensive guide to effective arts marketing this book examines the main factors behind audience building with detailed information on product publicity, advertising, public relations, sales, seat pricing, subscription promotion and financial planning.


Hardcover, 293 pages (October 1, 1994)

Publisher: Rhinegold Publishing

ISBN: 0946890587

Hardcover: 249 pages

Publisher: Probus Professional Pub (September 1994)

Produced by the advisors to the Nobel Peace Prize and the 1984 Olympics, it offers practical event management and marketing advice plus anecdotes in an easy-to-read format. Precisely explains how to build image recognition through sponsoring diverse sizes and types of events ranging from entertainment to sports. Covers every stage of marketing, logistics, finance, concessions and public relations.


Hardcover - 320 pages (May 4, 1992), Publisher: John Wiley

Paperback: 164 pages

Publisher: Routledge (January 1991)

About the author:


A prolific and distinguished scholar, Weisbrod has written or edited 15 books and more than 160 articles and papers on the economics and public policy analysis of poverty, nonprofit organizations, education, health, the causes and consequences of research and technological change in health care, manpower, public interest law, the military draft, and benefit-cost evaluation. His most recent research examines the comparative economic behavior of for-profit, government, and private nonprofit organizations; and the causes and consequences of the growing commercialism of nonprofits. His latest book is To Profit or Not to Profit? The Commercial Transformation of the Nonprofit Sector (Cambridge University Press, 1998).

A unique, comprehensive understanding of the theory and practice of marketing in the context of the arts"


Praeger Series in Public and Nonprofit Sector Marketing


Hardcover - 286 pages
Greenwood Publishing Group, April 1980

Improving the Performance of Sponsorship aims to provide a complete overview of the general principles of sponsorship to senior managers and marketers. It is also be one of the first viable upper level specialist texts for the teaching of sponsorship.

Ardi Kolah BA, LL.M, FCIM, FIPR, FRSA Chartered Marketer
Master of Laws (LLM), Director of the Institute of Public Relations, Fellow of the Chartered Institute of Marketing, Chartered Marketer and Fellow of the Royal Society of Arts. One of Europes leading marketing and communication practitioners.