Well Spun

'Well Spun: Big PR and Social Media Ideas for Small Business' takes the huff and puff out of PR, thanks to its jargon-free range of insider tips, techniques and tools from leading journalists, PR professionals and entrepreneurs. In this book, you will learn: • What news is really about • What journalists want from you • The difference between journalism, PR and advertising • Social media essentials for small business • Why traditional media still matters • How to pitch your story and the essential PR tools • Mastering meaningful media relationships • Tips for nailing media interviews • The pros and cons of DIY PR versus hiring freelancers or agencies Taking stock of your public relations profile means you can easily secure exceptional media coverage more often, with fewer misses, and ultimately grow your brand.

'Well Spun: Big PR and Social Media Ideas for Small Business’ is a debut solo book by Amber Daines, Director of Bespoke Communications and a 16-year-veteran of all things media. The author’s goal is simple: to help small to medium sized enterprises boost their media profile without making the usual pitfalls such as bombarding journalists with irrelevant stories, investing too heavily in social media activities that don’t fit your business type or being unprepared for a media interview. Readers can access almost two decades of Amber’s own journalism, PR and marketing knowledge as well as pearls of wisdom from 25 working reporters and well-respected small business and PR experts who have been through the PR process. The book is a culmination of Amber’s own PR and media training know-how and a simple way business owners from any industry can take charge of their PR profile and being able to reshape that as their company and media landscape keep on evolving. The 138-page book features tips from seasoned journalists such as The Sunday Telegraph’s style editor Glynis Traill-Nash, former Sydney Morning Herald photographic editor Wade Laube and Channel 9 TV presenter Amber Sherlock as well as candid advice and real stories of PR hits and misses from thought leaders, including SKY News ‘Your Property Empire’ host and high-profile property buyer’s agent Chris Gray and senior PR operators like Craig Pearce from award-winning agency PPR. The Foreword is written by Business Chicks CEO Emma Isaacs. It shows business owners how best to capitalise on both traditional media outlets like newspapers, TV and radio as well as the digital platforms. The content is big on practical advice like resources to create a detailed media contact list and factors to be aware of when hiring an agency versus a freelance PR consultant. An action list is found at the end of each chapter so busy business owners implement the lessons taught. Appealing to not only start-up ventures and those more established enterprises that may have dabbled in PR before and had mixed results, this book is designed to help take the huff and puff out of their media management. Information shared in the nine chapters includes how to nail a media interview, newer tools like a video media release, the best way of dealing with trolls and using online tools like guest blogs, Facebook and Instagram to build a solid PR profile that gives them a leading edge over their competition. Beyond the war stories and amusing anecdotes, ‘Well Spun’ offers small business owners the vital advice needed so they can confidentially nut out their own public relations and social media plans for 2013 and beyond.

Amber Daines has spent 16 years devoted to all things media including an international career in print and TV journalism, public relations and marketing. Launching Bespoke Communications in 2007, she established a thriving boutique agency offering: • Media and communications skills training • PR management • Freelance writing Amber is passionate about the power of public relations to change your business and your professional profile, and relishes the flexibility and challenges of being self-employed.