Making news : a straight-shooting guide to media relations / David Henderson.

Format:

Book

Author/Creator:

Henderson, David, 1943-

Language:

English

Subjects (All):

Public relations.

Mass media and business.

Physical Description:

xiv, 211 pages ; 23 cm

Place of Publication:

Lincoln, NE : iUniverse, [2006]

Summary:

Making News: A Straight-Shooting Guide to Media Relations is an insider's look at today's changing news media with essential tips for: how to ensure your story will be chosen as today's news; how to gain credibility and achieve effective coverage; how to better communicate with reporters, editors and producers; how to use media coverage to build a distinctive brand image. From the perspective of an accomplished expert and with advice from leading journalists, Making News provides a deeper understanding of how the news business functions, how journalists judge the value of a legitimate story and how you can communicate with the media to achieve outstanding results. --Publisher description.

Contents:

Introduction

Getting to know the news media. Windows of opportunity ; Journalism driven by profits and fear ; It's all about who you know ; On thing constant is change ; It's the "news media" ; Ratings, ratings, ratings ; One size does not fit all ; Be friendly, be funny and be honest ; Here come the lemmings

Rules of engagement. Earned versus paid media ; Perception is the highest form of reality ; Nothing is secret ; There is no such thing as "no comment" ; Off-the-record versus background ; The value of an apology ; A gas-station mentality ; Hiding behind paper ; A time to question bad habits ; Contentious words are thought stoppers ; Attorneys speak legalese

Media relations field guide. The pillars of media relations ; Mission statements versus positioning messages ; Electronic tip sheets ; Eye candy ; A deckside payoff ; A time and a place for news releases ; If you write one, make it good ; Forget lists, find influences ; You gotta love news/talk radio ; Be clever but not too clever ; It's not rocket science ; Facing the wolf pack ; The best marketing weapon.

ISBN:

9781583484685

158348468X

9780595821822

0595821820

OCLC:

78917145