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Writing for Public Relations: A Practical Guide for Professionals is an eight-chapter book published by Business Expert Press in 2016 and written by Janet Mizrahi, a lecturer in the writing program at the University of California, Santa Barbara. The book provides an overview of key communications tools for public relations, both print and online. The author offers guidelines to creating tools, including emails, press releases, newsletters, and brochures. She explains what makes writing effective in different contexts, such as delivering positive and negative news, print versus online content, and tailoring messages to the intended audience. She explains how websites and social media fit into a company's communication strategy. She includes checklists, templates, and examples. In Chapter 8, Social Media Marketing (15 pages), the author explains the importance of social media to a company's communications. She looks at the three targets of social media: customers and clients, employees, and the media, and recommends how to interact with each. She recommends creating guidelines for using social media. She describes blogs and microblogs, and considers criteria for effective content. She explains Twitter and Facebook and offers characteristics for microblog content. She provides tips for managing comments on Facebook. She also outlines how to write a news release that targets bloggers and online journalists, suggests the elements to include in the release, and provides a sample.

Writing for Public Relations: A Practical Guide for Professionals is an eight-chapter book published by Business Expert Press in 2016 and written by Janet Mizrahi, a lecturer in the writing program at the University of California, Santa Barbara. The book provides an overview of key communications tools for public relations, both print and online. The author offers guidelines to creating tools, including emails, press releases, newsletters, and brochures. She explains what makes writing effective in different contexts, such as delivering positive and negative news, print versus online content, and tailoring messages to the intended audience. She explains how websites and social media fit into a company's communication strategy. She includes checklists, templates, and examples. In Chapter 8, Social Media Marketing (15 pages), the author explains the importance of social media to a company's communications. She looks at the three targets of social media: customers and clients, employees, and the media, and recommends how to interact with each. She recommends creating guidelines for using social media. She describes blogs and microblogs and considers criteria for effective content. She explains Twitter and Facebook and offers characteristics for microblog content. She provides tips for managing comments on Facebook. She also outlines how to write a news release that targets bloggers and online journalists, suggests the elements to include in the release, and provides a sample.

Agile Scrum is a process to guide the creation and delivery of working software to clients. This book explains the basics of Agile Scrum, why it is used, what it can be used for, and how to use it. The process of Agile Scrum includes manageable iterations (sprints) and team meetings to keep work on track (ceremonies). Agile Scrum is described in a structured way to teach students how to work effectively on an Agile team in order to improve their marketability. A particular discussion about managing risk in an Agile Scrum environment is also given, and each chapter ends with questions and activities to reinforce learning. This book will help new Agile Scrum team members, team leaders, trainers, and educators understand Agile Scrum and how best to use it. Chapter 1 describes the basics of Agile Scrum, a process that guides the creation and delivery of working software to the client community and that can be used in various other areas, like creating an online training. Reasons why Agile Scrum is valuable are given as well as a short background on the IT industry and the "Manifesto for Agile Software Development." An in-depth example of using Agile Scrum is offered, including a diagram of how the process works and what each step entails.

Agile Scrum is a process to guide the creation and delivery of working software to clients. This book explains the basics of Agile Scrum, why it is used, what it can be used for, and how to use it. The process of Agile Scrum includes manageable iterations (sprints) and team meetings to keep work on track (ceremonies). Agile Scrum is described in a structured way to teach students how to work effectively on an Agile team in order to improve their marketability. A particular discussion about managing risk in an Agile Scrum environment is also given, and each chapter ends with questions and activities to reinforce learning. This book will help new Agile Scrum team members, team leaders, trainers, and educators understand Agile Scrum and how best to use it. This chapter provides a more in-depth look at exactly how Agile Scrum works. Ceremonies - including the vision ceremony, grooming ceremony, and repeating iteration ceremonies - are explained. The basics of creating user stories are given along with the process of backlog grooming - a way of converting user stories to be accepted into an Agile Scrum iteration. The Agile iteration cycle is discussed in detail; the process includes iteration planning, building, testing, and moving to production. While the three ceremonies happen at certain times, the daily standup ceremony occurs every working day.

Agile Scrum is a process to guide the creation and delivery of working software to clients. This book explains the basics of Agile Scrum, why it is used, what it can be used for, and how to use it. The process of Agile Scrum includes manageable iterations (sprints) and team meetings to keep work on track (ceremonies). Agile Scrum is described in a structured way to teach students how to work effectively on an Agile team in order to improve their marketability. A particular discussion about managing risk in an Agile Scrum environment is also given, and each chapter ends with questions and activities to reinforce learning. This book will help new Agile Scrum team members, team leaders, trainers, and educators understand Agile Scrum and how best to use it. This chapter looks at key systems of Agile Scrum further - user stories, ceremonies, story pointing, and burn down charts. Everything an Agile Scrum team does relates back to user stories. Objectives that good user stories meet are outlined along with a template for user stories. Ceremonies are meetings with specific purposes and are held on particular days in the Agile cycle. An example chart of a ceremony schedule is provided as is a chart outlining the purpose, agenda, who, and when of each type of ceremony. Story pointing creates a rough planning estimate at the macro level. Examples, charts, and words of caution concerning story pointing are all offered. Burn down charts show how much of a team's available time has been used rather than assuming a constant use of hours at the same level every day. Descriptions of how to build and use a burn down chart are given. These four systems make up the necessary infrastructure to have an Agile Scrum team function.

Agile Scrum is a process to guide the creation and delivery of working software to clients. This book explains the basics of Agile Scrum, why it is used, what it can be used for, and how to use it. The process of Agile Scrum includes manageable iterations (sprints) and team meetings to keep work on track (ceremonies). Agile Scrum is described in a structured way to teach students how to work effectively on an Agile team in order to improve their marketability. A particular discussion about managing risk in an Agile Scrum environment is also given, and each chapter ends with questions and activities to reinforce learning. This book will help new Agile Scrum team members, team leaders, trainers, and educators understand Agile Scrum and how best to use it. Chapter 4 discusses activities performed by Agile Scrum teams that result in high performance. An Agile Scrum team consists of the product owner, Scrum master, and build team. In this book, the build team is split into the development team and the test team. Goals and tasks of each role are outlined. The product owner sets the strategic direction, and the Scrum master monitors the use of Agile Scrum and gives correction when necessary. They act as a communicator, guardian, and administrator. When an Agile Scrum team is doing well, the roles between the development team and the test team may blur. The build team as a whole helps with backlog grooming, writes tasks, creates test conditions, and helps create a social contract. The aspects of trust, clear expectations, and team building are all discussed within the Agile Scrum team framework. When the team is organized, they can achieve high performance with respect to consistently meeting the "asks" of a business.

Agile Scrum is a process to guide the creation and delivery of working software to clients. This book explains the basics of Agile Scrum, why it is used, what it can be used for, and how to use it. The process of Agile Scrum includes manageable iterations (sprints) and team meetings to keep work on track (ceremonies). Agile Scrum is described in a structured way to teach students how to work effectively on an Agile team in order to improve their marketability. A particular discussion about managing risk in an Agile Scrum environment is also given, and each chapter ends with questions and activities to reinforce learning. This book will help new Agile Scrum team members, team leaders, trainers, and educators understand Agile Scrum and how best to use it. Chapter 5 offers a clear method of dealing with risk and effectively managing it. Agile Scrum teams do not always spend time addressing risk; however, risk is inevitable and should be considered. Risk is the potential that there could be a difference between what is hoped for and what actually happens. A process for addressing risk is provided. This process includes identifying input, creating a list of known risk events, inputting certain metadata on a risk log, and identifying output. By preparing for risk events, a team is more capable of dealing with those risks when the time comes.

Strategic Bootstrapping is a six-chapter book published by the Business Expert Press in 2015 and written by Matthew W. Rutherford, associate professor and Johnny Pope chair in entrepreneurship at Oklahoma State University. The book presents a decision-making strategy for successful entrepreneurial ventures funded through bootstrapping. The author emphasizes the need to understand funding issues with a specific orientation towards new ventures. He explains that there are two main components of bootstrapping: a decision to avoid external finance and the methods used to operate the new venture, and then shares insight both. Using real-world examples and current research, he outlines a model for survival and successful growth for new firms. In Chapter 1, Bootstrapping Described, the author explains the fundamentals and evolution of internally-funded ventures. He emphasizes the different challenges that face a venture based on bootstrapping versus other funding and differentiates the types of bootstrapping as well as the inherent risks. He reviews the two main component of bootstrapping: the reasons behind a decision bootstrap and the resource strategy used to operate in that situation. He also addresses common myths about bootstrapping and previews the topics that will be covered in the rest of the book.

Strategic Bootstrapping is a six-chapter book published by the Business Expert Press in 2015 and written by Matthew W. Rutherford, associate professor and Johnny Pope chair in entrepreneurship at Oklahoma State University. The book presents a decision-making strategy for successful entrepreneurial ventures funded through bootstrapping. The author emphasizes the need to understand funding issues with a specific orientation towards new ventures. He explains that there are two main components of bootstrapping: a decision to avoid external finance and the methods used to operate the new venture, and then shares insight both. Using real-world examples and current research, he outlines a model for survival and successful growth for new firms. In Chapter 2, Bootstrapping and the Problem of Being New, the author explains why initial financing decisions are critical for new firms. He recommends that all entrepreneurs begin with a process of self-reflection to determine their goals, mainly whether they desire to retain control or make money from the new venture. He also offers a review of basic factors in start-ups to inform later strategy decisions. He describes the three main reasons why new ventures fail: newness, legitimacy, and signaling, and offers ideas for overcoming these challenges.

Strategic Bootstrapping is a six-chapter book published by the Business Expert Press in 2015 and written by Matthew W. Rutherford, associate professor and Johnny Pope chair in entrepreneurship at Oklahoma State University. The book presents a decision-making strategy for successful entrepreneurial ventures funded through bootstrapping. The author emphasizes the need to understand funding issues with a specific orientation towards new ventures. He explains that there are two main components of bootstrapping: a decision to avoid external finance and the methods used to operate the new venture, and then shares insight both. Using real-world examples and current research, he outlines a model for survival and successful growth for new firms. Chapter 3, New Venture Finance Considerations for the Bootstrapper, addresses capital structure in new firms. The author explains key concepts in the two types of external financing: debt and equity. He presents three concepts that influence funding decisions (information asymmetry, moral hazard, and adverse selection) and explains the importance of each to an entrepreneur. He offers a Financial Growth Cycle as a model that relates growth with increased funding options and, ultimately, success.

Strategic Bootstrapping is a six-chapter book published by the Business Expert Press in 2015 and written by Matthew W. Rutherford, associate professor and Johnny Pope chair in entrepreneurship at Oklahoma State University. The book presents a decision-making strategy for successful entrepreneurial ventures funded through bootstrapping. The author emphasizes the need to understand funding issues with a specific orientation towards new ventures. He explains that there are two main components of bootstrapping: a decision to avoid external finance and the methods used to operate the new venture, and then shares insight both. Using real-world examples and current research, he outlines a model for survival and successful growth for new firms. In Chapter 4, Financial Bootstrapping, the author analyzes the entrepreneur's decision-making process to provide deeper insight into success factors for a new venture. Summarizing current research on bootstrapping, he considers the motivation behind why an entrepreneur decides to utilize bootstrap funding, either personal preference or necessity. He describes characteristics of three different types of bootstrappers, cost-reducing, capital-constrained, and risk-reducing, with examples from Goldstar and Pandora. Second, he reviews three approaches to bootstrapping: cash cycle exploitation, minimizing investment, and joint utilization.

Strategic Bootstrapping is a six-chapter book published by the Business Expert Press in 2015 and written by Matthew W. Rutherford, associate professor and Johnny Pope chair in entrepreneurship at Oklahoma State University. The book presents a decision-making strategy for successful entrepreneurial ventures funded through bootstrapping. The author emphasizes the need to understand funding issues with a specific orientation towards new ventures. He explains that there are two main components of bootstrapping: a decision to avoid external finance and the methods used to operate the new venture, and then shares insight both. Using real-world examples and current research, he outlines a model for survival and successful growth for new firms. In Chapter 5, the author shares practical guidance for an entrepreneur to achieve both happiness and wealth in a new venture. He outlines a model for survival and growth, based on sending "legitimized signals" to attract customers. First, he recommends organizing activities such as assembling a prototype, obtaining permits or licenses, and preparing marketing materials. Second, he recommends the strategic activity of creating a business plan and details the components of an effective plan. Third, he recommends capital-gathering activities involving financial, human, and social factors to build resources that add legitimacy to the venture.

Strategic Bootstrapping is a six-chapter book published by the Business Expert Press in 2015 and written by Matthew W. Rutherford, associate professor and Johnny Pope chair in entrepreneurship at Oklahoma State University. The book presents a decision-making strategy for successful entrepreneurial ventures funded through bootstrapping. The author emphasizes the need to understand funding issues with a specific orientation towards new ventures. He explains that there are two main components of bootstrapping: a decision to avoid external finance and the methods used to operate the new venture, and then shares insight both. Using real-world examples and current research, he outlines a model for survival and successful growth for new firms. In Chapter 6, Typologies for Strategic Bootstrapping Success, the author shares insight into how entrepreneurs can become legitimate and profitable, and thus able to move beyond bootstrapping as a source of funding. He describes four types of entrepreneurial ventures that he believes are most successful. Two types are based on behaviors: the hyper-networked entrepreneur and the sharing entrepreneur. The other two types are based on business model types: digital and fragmented. He ends with practical points of consideration for a strategic bootstrapping approach.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. In Chapter 1, Past, Present, and Future Opportunities for Mobile Marketing, the authors present a brief overview of the rise of smartphones and mobile technology. They review current research about consumer use of different smartphone platforms, compare smartphone use versus tablets, and characterize the marketing opportunity for mobile devices. They argue that the companies must incorporate mobile marketing into their plans to address how the strong and rapid growth of mobile devices is changing consumer behavior. They end with a series of questions to help the reader understand mobile behavior.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. Chapter 2, Calling and Messaging, considers how mobile technology is changing the way people communicate. The authors cite research about the decrease of landlines, increase in video calling, and shift from voice calling to text messaging as critical factors in the need for mobile marketing. They explore mobile messaging and highlight important considerations for using a short messaging system (SMS) as a marketing tool. They also consider the benefits and challenges of visual messaging, such as multimedia messaging service (MMS) and rich media messaging (RMM), as well as instant messaging (IM), with real-world examples from Express and Taco Bell. They examine shifts in email marketing for mobile devices and offer practical guidance on effective email campaigns, as well as on measuring success through churn (opt-out rate) and other data.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. In Chapter 3, Search and Web, the authors consider how consumers use mobile devices to find information. They cite research to support the popularity of mobile devices for web searches, advising marketers to respond accordingly and reviewing search engine design features such as "click to call." They highlight the importance of a responsive web design that works across multiple channels (desktops, tablets, and mobile devices) and consider the challenges of this type of design. The authors also offer guidance on mobile search engine optimization (SEO) and share practical tips from Google. They conclude with thoughts on measuring success for campaigns.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. In Chapter 4, Mobile Applications (Apps) looks at the popularity and benefits of Apps versus websites. The authors discuss how the features and functions of mobile Apps provide more sophisticated web experiences for customers. They review different types of Apps, such as pre-installed and paid, and consider the challenges in developing an App, offering practical guidance. They explore methods for measuring success, including frequency of use and other data points. The chapter includes a brief overview of the Carolina Hurricanes App.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. In Chapter 5, Social Media Networks, the authors explore networks such as Facebook and Instagram, as well as how those network participants (e.g. followers) interact with specific brands on social media. They suggest that branding on social media requires companies to not only to have interactive conversations, but also to invest more resources in this social media marketing. They examine how to build a customer base through mobile customer relationship management (CRM), and suggest that measuring success of social media marketing is challenging.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. Chapter 6, Mobile Advertising (26 pages), examines how advertising for mobile devices is different from other media. The authors suggest that mobile marketing is growing and offers marketers the ability to more specifically tailor content to a target and provide an interactive experience. They explain that there is a lack of standardization in mobile advertising and review different tools, such as interstitial banners, rich media ads, and native ads. They consider social media ads, such as promoted tweets on Twitter, as well as video ads and sponsorship ads. They suggest criteria for effective ad display on specific devices with several visual examples from companies such as CNN and Walgreens. They also consider ways to target mobile advertising, including audience profile and location and share insight on measuring success.

A Beginner's Guide to Mobile Marketing is an eight-chapter book published by Business Expert Press in 2015 and written by Molly Garris, Senior Manager of Digital Marketing at Johnson & Johnson, and Karen Mishra, Assistant Professor in the School of Business at Meredith College. The authors examine factors in the growth of marketing on mobile devices and draw from current third-party research to explain how consumers use smartphones and related technology. They review the fundamentals of mobile marketing, including mobile apps, social networks, and text messaging. They also offer a strategic model for implementing a timely marketing campaign. Each chapter includes real world examples and visuals, as well as practical exercises to help the reader both understand and apply key concepts. In Chapter 7, Accessing Content, the authors consider how consumers receive content through either pull tactics to attract people who are actively searching or push tactics to inspire action. They review key considerations and visual examples of pull tactics, including quick response (QR) codes, mobile messaging, and near-frequency codes (NFC). They also review three push tactics: messaging, opt-in notifications within apps, and location-based services such as iBeacon.