ABSTRACT
The direct response specialist buys space or rents lists, produces brochures, flyers, or coupon ads, uses the mails or media; the advertising manager buys time or space for commercials or paid ads. Publicists, though, have to woo their messengers with words, written or spoken, and hope that these messengers will use their media to pass the words on to potential consumers. The publicist's main tasks were to establish and maintain contact with reviewers, organize publication parties, send out catalog data and review copies, schedule book-and-author luncheon talks, and occasionally arrange an author interview for a newspaper's book page or a guest spot on a local radio or TV program. A publicity wrap-up on the campaign helps the sales and marketing people stay in touch with the total effort, evaluate results, and plan future marketing strategies. Publicity breaks need to be promoted and communicated if they are going to be effective sales producers.
