"Based on decades of real-world experience, the authors present straightforward, practical advice on all aspects of media relations, supplemented with ideas and ideals of other experts. They begin with the major trends in media relations. They then discuss the changing definition of news and how it gets to the pubic; goals and objectives and how to track them; crisis communication; ethics; and the counselor role of the media relations professional. The effects of changes in technology, including the Internet, and globalization are threaded throughout the text." With a clear and fast-moving style, the fourth edition maintains its status as the foremost book on media relations in the corporate and nonprofit sectors. It is a must-read for prospective and current media relations professionals dedicated to maximizing their organization's results.
Advice on managing media relations from the authors' combined six decades of experience as public relations practitioners in the corporate and nonprofit worlds. This third edition includes expanded coverage of international public relations, new information on how the Internet has affected the practice of media relations and thoughts on effective use of the media to change opinions and behaviors. Annotation c. Book News, Inc., Portland, OR (booknews.com)