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
Chapter 7 / The Media – What to Do with Them
Chapter 8 / The Media – The Products They Want
- News Releases
- Video News Releases
- News Features
- News Conferences
- Product Releases
- Radio/TV/Web Releases
- Daybook/Media Alert
- Public Service Announcements (PSAs)
- Case Study: Targeted Publicity...on a budget of zero
- Op-Ed and Opinion Pieces
- Editorial Boards
- Media Tours
- Talk Shows
- Letter to the Editor
- Background Papers /Seminars /Briefings
- Case Study: A-B Academy – Building Technical Understanding and Reinforcing a Market Position
- Photographs
- Newsletters for Journalists
Chapter 9 / Online Media
- The Media’s Use of Technology
- Online Readers
- Developing Online Media Relations
- Case Study: Company Targets Journalists Using Online Newsroom
Chapter 10 / Crisis and Issues Management Media Relations
- Crisis vs. Issue vs. Bad News
- Planning for Whatever May Happen
- Case Study: Effective media relations during five-month crisis of taxi violence against Golden Arrow
Chapter 11 / Training Your CEO for the Media
- The Interview
- How To Find a Good Trainer
- Barriers to Training
- Before the Trainer Arrive s
- Tips to Remember
- Post-interview Trauma
Chapter 12 / Measurement & Evaluation
- What Measurement and Evaluation Isn’t
Chapter 13 / Case Studies
- Real Player Product Reviews Program
- Summit Technology Evaluation NCI Public Relations
- Amgen’s "Managing Career and Cancer"
- Sound of Success with Jim Ryun and Re Sound Corporation
Glossary
References
|
