Authors: Sally Stewart
ISBN-13: 9780471271550, ISBN-10: 0471271551
Format: Hardcover
Publisher: Wiley, John & Sons, Incorporated
Date Published: September 2003
Edition: (Non-applicable)
SALLY STEWART is a former news reporter at USA Today and ad hoc commentator for CNN as well as a seasoned public relations expert. Since 1996, she has worked as a communications consultant for a variety of public companies, private enterprises, and nonprofit organizations. Today, she heads her own consulting group, SA Stewart Communications, headquartered in Santa Monica, California. She appears frequently on TV current affairs programs. For more information, visit her web site at mediatraining101.com.
Written by a seasoned journalist and public relations professional, Media Training 101 is your essential guide to handling the news media. A former USA Today reporter and consultant to major companies, Sally Stewart leads you through every step in developing a communications blueprint and a strategic public relations plan to support it. She shows you how to communicate effectively with the media in any given circumstance and how to control the way your company is portrayed in the media. Each chapter includes vignettes, anecdotes, and real-life case studies that help you know what to expect.
Preface | ||
Introduction | 1 | |
Ch. 1 | Foundational Rules for Media Success | 11 |
Ch. 2 | How Journalists Think and Behave | 27 |
Ch. 3 | Responding to Journalists | 37 |
Ch. 4 | What Is News? | 50 |
Ch. 5 | Key Message Point Workshop | 65 |
Ch. 6 | Lethal Mistakes: The Dirty Dozen | 73 |
Ch. 7 | Playing the Interview Game and Winning | 79 |
Ch. 8 | Putting the Organic Keyword Method to Work | 94 |
Ch. 9 | Key Message Point Practice Questions | 100 |
Ch. 10 | Interviews: What Is What and Who Is Who | 111 |
Ch. 11 | Things You Should Never Say to a Reporter | 125 |
Ch. 12 | When Things Go Wrong | 132 |
Ch. 13 | Dress for Media Success | 143 |
Ch. 14 | When the Media Just Shows Up | 155 |
Ch. 15 | Crisis Control | 165 |
Ch. 16 | How to Write and Review a Press Release | 176 |
Ch. 17 | How to Pitch Your Company's Story | 185 |
Ch. 18 | How to Hire PR That Works | 197 |
Ch. 19 | How to Create a Stellar Press Kit | 208 |
Ch. 20 | Media Training and the World Wide Web | 217 |
Ch. 21 | PR Lessons from Law School | 223 |
Conclusion | 228 | |
Glossary | 229 | |
Acknowledgments | 237 | |
Index | 239 | |
About the Author | 244 |