'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.