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Effective Media Relations

Effective Media Relations A Practical Guide for Communicators

Second Edition
by Wilma K. Mathews, ABC

Strengthen your company through positive press relationships. IABC's most comprehensive resource on media relations helps you:

  • Develop long-lasting, win-win relationships with reporters.
  • Conduct an effective news conference.
  • Create press releases that get results.
  • Measure the effectiveness of your program.

About the author:
Wilma Mathews, ABC, is director of Constituent Relations and faculty associate at the Walter Cronkite School of Journalism & Mass Communication at Arizona State University. She has over 30 years of communication experience including media relations, writing, editing and planning.

Details: © 2002
132 pages

Table of Contents

Chapter 1 / The Role of Media Relations

  • Strategic Approach vs Stand-Alone Program
  • Active vs Passive Program
  • Case Study: Universal Wireless Communications Consortium Media Campaign

Chapter 2 / Purposes of Media

  • Relations
  • Publicity
  • Product Support
  • Image Building Awareness
  • Campaigns
  • Information
  • Outlet
  • Recruitment
  • Public Service

Chapter 3 / Who Speaks to the Media?

  • Role of a Spokesperson
  • Role of the Media Relations Person

Chapter 4 / The Reality of News

Chapter 5 / The Media Relations Plan

  • Why Have a Plan?
  • Developing a Plan
  • Case Study: Patient Recruitment – Stroke Awareness Week
  • Case Study: Gaining Healthy Media Publicity to Grow Australia’s Small Business Clinic

Chapter 6 / The Media – How to Find Them

  • Five-Step Process
  • Let the Media Find You
  • Media Directories

 

Effective Media Relations (member price) - $199.00

Effective Media Relations (non-member price) - $299.00

Effective Media Relations (PDF, member price) - $149.00

Effective Media Relations (PDF, non-member price) - $190.00