Effective Media Relations
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Effective Media Relations
A Practical Guide for Communicators
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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
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