Practical Facilitation: A Toolkit of Techniques Book

	About the author
	Introduction	1
Pt. 1	The principles	3
1	Back to basics: a look at definitions	5
2	Getting to know you: finding out about your customers	8
3	Products: taking a fresh look	15
4	How to fight the competition - and win!	20
5	Building an image	28
6	The price is right: pricing for profit	44
7	How to produce a PR and marketing strategy	52
Pt. 2	The practice	57
8	Read all about it: using the media	59
9	A day to remember: organising PR events	98
10	Money, money, money: successful selling	109
11	Writing worth reading: planning and penning persuasive publicity	123
12	DIY design: how to produce stunning publicity in-house	140
13	Getting out the placards: planning a local or trade campaign	145
14	Making a stand: getting the best from trade fairs and exhibitions	158
15	Advertising and sponsorship	169
16	Through the letterbox: taking the junk out of direct mail	199
17	Promoting your company: the Internet, other promotional tools and how to select the right one	233
18	Getting the facts: marketing research	233
19	Putting customers first: how to establish a customer care culture	258
20	Communicate for business success: how to have excellent internal and external communication	278
Pt. 3	The professionals	289
21	In the picture: putting photographers into focus	291
22	You've been framed: how to make a promotional video	301
23	Absolutely fabulous: how to choose and use a PR consultant	310
24	Designs on you: getting the most from a designer	316
25	Getting into print: finding the best deal from a printer	326
26	Using a market research consultancy	332
27	Choosing an advertising agency	337
App. 1	A plain English guide to marketing and PR jargon	344
	App. 2: Useful addresses	357
	Index	369