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On Deadline: Managing Media Relations | 
 enlarge | Authors: Carole M. Howard, Wilma K. Mathews
Publisher: Waveland Pr Inc
Category: Book
List Price: $26.95
Buy New: $25.43
You Save: $1.52 (6%)
New (5) Used (6) from $18.00
Rating:  8 reviews
Sales Rank: 92764
Media: Paperback
Edition: 4
Pages: 280
Number Of Items: 1
Shipping Weight (lbs): 0.8
Dimensions (in): 8.9 x 5.9 x 0.6
ISBN: 157766440X
Dewey Decimal Number: 659.2
EAN: 9781577664406
ASIN: 157766440X
Publication Date: February 15, 2006
Availability: Usually ships in 24 hours
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Product Description
Media relations professionals must know how to stay ahead of the game to be effective in today s complex world. It is no longer enough that they craft news releases, orchestrate interviews and build sustaining relationships with reporters. Their multiple roles now include planner, crisis manager, communicator, counselor and strategist. Based on decades of real-world experience, the authors present straight-forward, 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 public; 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.
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| Customer Reviews: Read 3 more reviews...
The Best Overview of Media Relations November 17, 2007
David M. Freedman (Chicago area)
If you could read only one book about media relations, this would be it. It's comprehensive, well-organized, and clear. It gives you general principles and specific examples to support them. The book is written mainly for public relations staffs of large organizations that market to consumers, though it's quite useful for people who work in PR agencies, and solo practitioners as well. The authors rely heavily on their own deep and varied experience in the fields of journalism, corporate public relations, agency PR, and academic work. But they also present the viewpoints of many other professionals in those fields, including sidebars reprinted from other sources.
The new edition covers such trends as "infotainment journalism," blogs, budget cuts for primary reportage and news gathering, and of course increasing reliance on the Internet as a source of news.
The advice on introducing yourself to reporters, editors, and program directors is excellent. Chapter Three gives several views on what is newsworthy, good definitions of hard vs. soft news, ideas for building lists of story ideas, and creating your own customized media directory.
Each and every chapter is valuable, covering fundamentals as well as discussing subtleties of the profession. The short chapter on ethics is refreshingly realistic and not preachy.
Practical but not just a "how to do book" January 5, 2007
M. Carroggio (Roma, Roma Italy)
2 out of 2 found this review helpful
I liked it. It is a useful book but it's not just a "how to do book". It is also good for people working at the communication sector for non-profit organizations.
 Excellent Read November 5, 2006
Mary Ellen Brown-Herder (Chatham, Ontario Canada)
2 out of 3 found this review helpful
This purchase was initially a required reading for University. "On Deadline" is well written and is a great reference book in Public Relations.
I often use this book as a reference tool and I definitely recommend this book.
 These other reviews must be paid endorsements March 5, 2006
Jennifer and Mia (Portland, OR United States)
1 out of 3 found this review helpful
I bought this book based in part on the rave reviews. I did not see much value in the book -- It reads like a couple of friends got together and said, "hey, since we're good at this, we should write a book about it!" But the text is scattered, and the instructions are not at all useful. When an example is given to illustrate a point, it's hard to see the relevance of the example, or how it relates to something you might do yourself. There's an old adage, "Those who can't, teach." The reverse is true here: "Those who can, should stick with what they do best, and not try to teach unless they know how to teach."
Awesome! February 6, 2005
PR Girl (Severn, MD)
1 out of 2 found this review helpful
One of the best books ever written on the specialized function of PR! One of my professors in graduate school used this text as one of his "recommended" reading selections. By the time he referred to it several times through the semester, I asked my parents for it as one of my Christmas presents! I still have it and plan to use it as I pursue my Ph.D. in PR/Communications. The information it the text is both timely and timeless!
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