Making News: A Straight-Shooting <br>Guide to Media Relations

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iUniverse, Nov 2, 2008 - Business & Economics - 226 pages
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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.

PRAISE FOR DAVID HENDERSON

"Public relations is never as easy as it looks. So you are lucky to be reading this book, for few know PR as well as David Henderson. A skilled correspondent and a gifted man, David knows both sides of the process of delivering a message."
-Harry Smith
CBS News

"David Henderson has worked both sides of the street-as a reporter and an advocate. He has that double advantage of knowing a story and knowing how to sell it."
-Richard Serrano
Los Angeles Times

 

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MAKING NEWS: A Straight-Shooting Guide to Media Relations

User Review  - Jane Doe - Kirkus

Media-relations advice from a savvy insider.Henderson draws upon his experience as a public-relations executive and a correspondent for CBS News in a how-to book for PR professionals. The text, suited ... Read full review

Contents

Journalism Driven by Profits and Fear
13
Only Thing Constant Is Change
35
One Size Does Not Fit All
50
Earned Versus Paid Media
67
OfftheRecord Versus Background
80
The Value of an Apology
82
A Time to Question Bad Habits
97
The Pillars of Media Relations
113
Electronic Tip Sheets
126
Eye Candy
142
A Time and a Place for News Releases
155
Forget Lists Find Influencers
172
Its Not Rocket Science
190
The Best Marketing Weapon
208
Copyright

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