Pitch Perfect: Communicating with Traditional and Social Media for Scholars, Researchers, and Academic Leadersby William Tyson, Robert Zemsky
Pub. Date: 06/28/2010
Publisher: Stylus Publishing, LLC
This book is intended for scholars, researchers, and academic leaders who have a passion to share their knowledge outside their classroom, laboratory, or institution; who want to make a difference; and who believe that the information they possess and ideas they offer are important for a wider public. Pitch Perfect is a practical guide to communicating your knowledge and research to broader audiences.
How do you get yourself heard amid the volume of news and information in today’s 24-hour news cycle, and get your message across in an environment where blogs and Twitter vie with traditional media? To break through, you need to amplify your ideas and make them relevant for a wider public audience.
Bill Tyson – who has been successfully advising scholars and academic leaders on media relations for over 30 years – shows you how to undertake early and thoughtful communications planning, understand the needs and workings of the media, both traditional and digital, and tell your story in a way that will capture your audience.
Bill Tyson is strategic in his advice, no less so when discussing how to engage with such social media as blogs, Facebook, Twitter, YouTube, podcasts or wikis.
Whether you are working on research or a new initiative that has public implications, or have a story that deserves wide telling; whether you want to address funders’ requests for communications plans to promote the programs they are supporting, or whether you want to know how to publicize your new book; this practical guide offers insider advice – complete with case studies – on how to communicate your message.
An appendix lists key media in North America, Australia, and the UK.
- Stylus Publishing, LLC
- Publication date:
- Edition description:
- New Edition
- Product dimensions:
- 6.00(w) x 8.90(h) x 0.70(d)
Table of ContentsAcknowledgements
1) Telling Your Story: Is It a Good Report If It’s Not Read?
2) How Media Works
3) Getting Started: Keeping on Top of the News
4) Developing a Media Strategy: Prioritizing the Media
5) Presenting Your Story in Writing
6) Calling the Media
7) Media Sessions
8) Resources for Contacting Media
9) Presenting New Research Findings
10) When a Reporter Calls
11) The Media Interview
12) Radio and Television Interviews
13) Opinion Articles
14) Letters to the Editor
16) Book Promotion
17) Web 2.0 and Beyond
Appendix A: Selected Major Television and Radio Programs That Use Guest Interviews
Appendix B: Canadian Media
Appendix C: British Media
and post it to your social network
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I've been in media relations for five years and I wish Bill Tyson had written this book five years ago. It gives media relations professionals the oversight and the specifics they need to succeed, including in the new social media.I'm keeping it handy as a constant reference and I recommend it to any media relations person, whether just starting out or experienced.
As a small non-profit that has struggled with our media efforts over the years, Pitch Perfect, offers a wonderful road map to helping us find our way. The chapter on social media was particularly helpful in improving our understanding of how to best use this media resource to promote the work of our educational organization. Three cheers to Bill Tyson and his wonderful work. Jim Grout Director High 5 Adventure Learning Center 130 Austine Drive Brattleboro, VT 05301 www.high5adventure.org
Bill Tyson knows that media relations is both a science and an art - with a dash of common sense. His insightful book offers a time-honored approach to successfully pitching higher education stories to the mainstream media in a way that secures coverage and, more importantly, resonates with the public. This is a must-read for professors and administrators on college campuses.
Pitch Perfect captures that concept of offering ideas to the media (pitching) beautifully. The author clearly knows how to be smart, but diplomatic in dealing with the press. And his results over many years in the PR business have earned him huge admiration from scores of America's top colleges and universities. Author William Tyson gives step by step guidance of enormous practical benefit to those new in the field and to those who have years of experience working to get the attention of the media. And he is fully on top of the changing climate in the media providing excellent approaches to Facebook, Twitter, You Tube and the rest. An excellent office tool.
Bill Tyson has done professionals in the media relations business a great favor by compiling his many years of experience in this outstanding book. Veterans of the media relations field will learn some new tricks. People just getting into the field will find it is required reading. This work is loaded with information as well as Bill's invaluable insights, ideas and perspectives on how to succeed in a very tough business. This is a "must-have" book from a pro's pro for public relations people in media relations.
Although this A-to-Z guide is aimed at inhabitants of the Ivory Tower, the practical lessons on every page can be used by anyone who wants to have productive, professional relations with media. The tools of the trade have changed with the advent of Twitter, blogs and Facebook, all of which Mr. Tyson addresses, but the basics are the same, and Pitch Perfect takes readers through the process one step at a time. Media, too, ought to appreciate that people who pay attention to what is said here won't be wasting their time with pitches that are wide of the plate.