PR Rules: The Playbook

The Entrepreneur’s Guide to Supersizing Your Small Business With the 8 Steps to PR Success Score Headlines. Win Customers. Glow. And Grow Your Company!

By Hope Katz Gibbs
Founder, The Inkandescent Group, LLC

and Kathleen McCarthy
Senior VP, Inkandescent Public Relations

Design and Illustrations by
Michael Gibbs Illustration & Design

Available Aug. 18, 2014: Order from or send an email to

Want a preview? Click on the cover of the book and use the password we provided. Don’t have a password? Send an email to

Consider this equation: Strong Business Strategy + Savvy Communications Plan = Consistent Sales and Business Growth

Simple, right? And, it’s something most business owners already know. But knowing the formula is easy. Developing the strategy—and executing it consistently and with savvy—is the tricky part.

So how does an artist or chef, financial advisor or insurance agent write a great press release and land a column in a business magazine, or design a website and keep it up-to-date? How do these experts in their chosen fields master the art of creating and executing a cohesive, dynamic PR and marketing campaign? And once they hit the level of success that they charted for themselves, how do they sustain it—or better yet, take their companies to the next level?

They do it by having a strategic PR and marketing plan that grows as they do. And, for those who have cleverly set aside a PR and marketing budget, they partner with experts who can help turn their dreams into reality.

Since 2001, our team of journalists have been promoting, educating, and inspiring entrepreneurs so they can successfully build their companies and organizations. More than 200 clients have utilized our effective approach to launch their websites, develop popular newsletters, get quoted in such publications as The New York Times, Wall Street Journal, and news shows including the CBS Early Show, and ABC. See more here.

The reason we’re successful for our clients is that we are business strategists with strong communications skills at The Inkandescent Group. Our ability to see the big picture, and write well, is our recipe for success.

What’s the secret?

  • Tenacity. Growing a company doesn’t happen overnight. Like waves on a beach, you have to keep at it.
  • Determination. It takes a lot of effort to turn an idea into a business. Don’t want to work hard? Don’t start your own company.
  • Heart. If you aren’t willing to put everything yo have into your business—give up now.

But if you have started a company, you are in the for the long haul. So be insightful, ingenious, and intriguing.

The first step: Start at the end. That means coming up with an organized, executable strategy using our 8 Steps to PR Success. Then work backward until you get to the starting point. Buy a giant piece of poster board and some colorful markers and start planning. This book will show you the way. In fact, we’ll be providing the markers for you so you can draw and dream your way to success.

Are you ready to turn on the lights? Be sure to get your copy of the Playbook, coming in the fall of 2013. — Hope, Kathleen, and Michael PR Rules: The Playbook.

"PR RULES: THE PLAYBOOK" — Order your copy today!

The Entrepreneur’s Guide to Snagging Headlines and Winning Customers Using the 8 Steps to PR Success

Washington, DC, April 2014 — If you have ever tried your hand at promoting your business—either on your own, or by hiring one of the zillion PR firms in America—you know that there are innumerable ways to spread the word about the good work you are doing.

“That’s because crafting a successful PR and marketing campaign is an art, as much as a science,” explains journalist Hope Katz Gibbs, co-author of the upcoming book, “PR Rules: The Playbook,” and founder of, an Inkandescent Group company.

“The difference between a successful campaign, and one that falls flat, is finessing the tools with style and grace—and knowing what to do each day to maximize your visibility,” Gibbs insists.

What do you need to do to create an effective PR and marketing campaign that builds credibility, increases sales, and gets reporters to call you for your expert opinion?

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Meet the Authors: "PR Rules: The Playbook"

Hope Katz Gibbs, author

Journalist, publicist, author, and entrepreneur Hope Katz Gibbs started her career as a newspaper reporter after graduating from the University of Pennsylvania in 1986. In the years since, she has won awards for feature and column writing for articles that have appeared in The Washington Post, USA Today, The Miami Herald, Costco Connection, and dozens of other business, education, and general interest magazines, newsletters, and blogs. Read her clips at

Hope got into the PR business in 2001, when she put her masters degree in educational leadership from The George Washington University to work and became the director of communication for the City of Fairfax Schools in Northern VA. Soon after, her PR client list expanded to include the international futurist think tank, Social Technologies, which was based in her stomping ground of Washington, DC.

In 2008, Hope incorporated The Inkandescent Group, LLC, and since then has helped hundreds of entrepreneurs, educators, authors, and small-business owners increase their visibility through her PR and book publishing services. “PR Rules: The Playbook,” available in April 2014, is the first book published through her Inkandescent Publishing Company. Learn more at

Click here to learn more about editor Kathleen McCarthy and illustrator Michael Gibbs.

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Testimonials: Why PR Rules … Rules!

Here’s what people are saying about PR Rules: The Playbook — The Entrepreneur’s Guide to Supersizing Your Small Business Using the 8 Steps to PR Success

Alan Webber, co-founder Fast Company magazine; 2014 candidate for governor of New Mexico
“Back when I wrote ‘Rules of Thumb,’ Hope interviewed me for the cover of her business magazine and did a great job. Now she’s written the Rules of Thumb for PR—and it is an absolute winner! This book is a must-read for every small business owner. Buy it, read it, and do what it says!”

Gene Weingarten, two-time Pulitzer Prize-winning journalist, Washington Post columnist, and author of “Flack Yourself,” — the Preface of PR Rules: The Playbook
“Hope Katz Gibbs is far less pathetic, incompetent, and shameless than most PR people. Her book actually contains some smart advice, not that any of those clueless frauds will take it.”

Lee Woodruff, veteran PR expert, broadcast journalist, best-selling author, In An Instant
“In a digital age where the rules seem to be broken or changed every week, ‘PR Rules’ offers concise, clear and usable information from industry experts on how to move forward in an ever-changing marketing terrain. Even a PR veteran like myself can learn something from this book by Hope Katz Gibbs and her team.”

Jim Barnes, editor and Book Awards director,
“I have a couple of new authors ask me every day, ‘How do I get my book out into the marketplace?’ and now I have the perfect tool to recommend. This book is filled with great advice, well organized and concise, with a lively design that makes it fun and easy to read. Anyone who wants to improve the way they promote their products, their businesses, or themselves should read this book.”

David Bruce Smith, author and publisher, David Bruce Smith Publications, creator, The Grateful American™ Series
“If you want to learn how to have significant success, you must read this book.”

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Are You Ready to Supersize Your Small Business?

We thank all of the journalists, marketing and sales specialists, social media gurus, futurists, and entrepreneurs who have been interviewed for PR Rules: The Playbook.

With the 180-page guidebook just about ready to head to the printer, we want to give our featured experts the opportunity to peruse the page where they are quoted and let us know if you’d like to make any final changes.

If that’s you:

1. Click here to see the index and find the pages were you are quoted.

2. Type in the passcode we sent you via email to download the pdf of the book.

3. Get back to us with comments by Monday, March 3, as we ship it to the printer March 8. If we don’t hear from you by then, we’ll assume all is well.

4. If you like what you see, we’d love to get a Testimonial from you to post in the book. Send that (and any questions you have) to

5. To thank you for your contribution, we’d like to send you a complimentary copy of the book. Please also send Hope your mailing address.

Here’s to making fireworks with PR Rules: The Playbook. — The Authors: Hope Katz Gibbs, Kathleen McCarthy, and Michael Gibbs

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Table of Contents: PR Rules

8 is our magic number in PR Rules. On the 168 pages of the book, you’ll find 8 sets of advice in 8 areas that we believe will help you see your business from a new vantage point.

Why did we pick 8? Because we believe in the knowledge of numbers.

“If seven is the number of evolution, 8 leads us beyond ourselves,” writes Wolfgang Held in “The Quality of Numbers 1 to 31.” “The octave is the 8th note on the scale, and it’s the resolution is the stream of notes comes to rest. The world dawns on the 8th day, and 8 is the first cube number. In the ancient view of the universe, 8 encompasses the planets.”

In Chinese, the word for 8 (八 Pinyin: bā) sounds similar to the word which means prosper and wealth. In regional dialects the words for 8 and “fortune” also sound similar.

And, flipped on its side, the number 8 is the symbol for infinity.

So we we dedicate this book to helping you go beyond yourself, to achieving your dreams and ambitions, with the information you play with in “PR Rules: The Playbook.” Here’s to having fun, and to your success!

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Is Your Business Struggling? You may be suffering from the "Trifecta of Small-Business Failure." Learn to overcome it

By Hope Katz Gibbs
Founder and President,

Why do so many small businesses fail?

Because the very characteristics that make entrepreneurs want to start a business are the ones that cause them to stumble.

That isn’t news. Business experts have been shouting about this fact for decades—including many we have interviewed for Be Inkandescent magazine, such as life coach Martha Beck, “Don’t Sweat the Small Stuff” guru Richard Carlson, “E-Myth” author Michael Gerber, business tycoon Ted Leonsis, and Fast Company magazine founder Alan Webber.

How do the fireworks created by PR work their way into the mix?

From our publicist’s perch at Inkandescent Public Relations, we have been privileged to work inside dozens of companies—from start-ups to multimillion-dollar corporations. We’ve helped them make fireworks, and equally importantly, catch the embers so they continue to shine.

We have also witnessed their challenges. From these, we culled the “Trifecta“—three trends that that can trip up even the most energetic entrepreneur, with even the most carefully crafted business plan. Do any of these monikers describe you?

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A Press Release on How to Write a Great Press Release

Arlington VA, Today — In this press release on press releases, by PR guru Hope Katz Gibbs, you’ll learn how to structure, execute, and artfully craft a press release that gets attention.

“Grabbing the reader’s attention, encouraging them to attend an event or learn more about a product or service, and intriguing reporters so they want to learn more is the goal for any good press release,” says Gibbs, the founder of Inkandesent Public Relations, and a veteran journalist who for more than a decade has been happily writing interesting press releases that get picked up by the media.

“Whenever I’m writing a release, my purpose is to tell a story—albeit briefly—that makes readers want to learn more about the topic I’m discussing,” she says. “Of course, it’s also rewarding to write a press release so that it reads like a mini-article, since this gives it a greater chance of being picked up by newspapers, magazines, and blogs.”

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