Table of Contents

Introduction Part I-The Dynamics of Exposure 1 Word of Mouth 2 The Press: Merchants of Exposure Part II-The Nitty-Gritty 3 Power Tools for Building Buzz 4 Finding the Right News Hook 5 Winding Up for the Pitch 6 It's YOUR Interview! Part III-Taking Media Exposure to the Next Level 7 Source Filing 101 8 Going National 9 That Internet Chapter Afterword: Why PR Doesn't Happen Overnight Appendix: The Cool Sources for a PR Wiz