Description:

Ineffective branding and public relations have the potential to sink or sabotage any small business or mission-driven organization, but such organizations often think they simply can't afford PR. Jennifer R. Farmer shows that even cash-strapped organizations can build a robust PR apparatus on a shoestring budget - they just need to be credible, creative, responsive, and relentless (CCRR). Farmer's CCRR framework requires attentiveness to yield its valuable results, but all it takes to accomplish that is to leverage tools everyone has access to - from social media to brand transparency. Through teaching readers that PR is more than just getting media hits and high-profile placements, Farmer demonstrates how to build a cost-effective communications strategy that will help organizations break through an information-overloaded world.