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Volume 6: Last Call

41 chapters · 10 appendices

Front Matter

—Introduction→

Chapters

01What PR Actually Is→02Owned, Earned, Shared, Paid→03One Funnel for Every Role→04Strategy Before Tactics→05Positioning and the Message→06Social Proof and Credibility→07Word of Mouth, Ambassadors, and Community→08Storytelling→09Naming, Ritual, and Visual Identity→10First Impressions, Onboarding, and Retention→11Hospitality and the Live Night→12Booking, Pitching, and Professional Relationships→13Owned Audience and Being Findable→14Content and Social Media→15Earned Media and Press→16Partnerships, Sponsors, and the Scene→17Promotion Mechanics: Launches, Calendar, and the Door→18Reputation, Reviews, Crisis, and Repair→19Trust, Ethics, Consent, Rights, and Compliance→20Sustainability, Money, and Legacy→21Why Most Small-Business PR Measurement Fails→22Pick the Number That Matters→23The Baseline→24Attribution Without a Tech Stack→25Measuring the Funnel→26Measuring Your Owned Audience→27Measuring Content and Social→28Measuring Earned Media and Reputation→29Measuring Partnerships, Events, and Promotions→30Five Roles, Five Scoreboards→31Running Experiments in a Real Room→32The Money→33Measuring by Listening→34The Scorecard and the Review Rhythm→35Data Ethics, Privacy, and Honest Numbers→36Building the Annual PR Plan→37Stacking and Sequencing Tactics→38Ninety-Day Plans by Role→39When to Stop→40Working with Professionals→41Last Call→

Appendices

AMaster Tactic Index→BThe Baseline Worksheet→CRole Scorecards→DThe Experiment Planner→EThe “How’d You Hear” Card, Tally Sheet, and Tracking Guide→FMonthly Report Template→GPR Glossary→HPress Release and Pitch Templates→IFree and Low-Cost Tool Guide→JConsolidated Disclaimers→

Back Matter

—Sources and Further Reading→—Acknowledgments→—About the Author→

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