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On Deadline

Managing Media Relations, Fourth Edition

Carole M. Howard and Wilma K. Mathews

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 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 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.

$25.95 list, 256 pages

10-digit ISBN: 1-57766-440-X

13-digit ISBN: 978-1-57766-440-6

© 2006

“It is a terrific refresher for seasoned PR professionals. It is an excellent text and reference book for students and new practitioners. . . . This is the strategy book to help you carry out tactics in the best of times and the worst of times.”  — Public Relations Quarterly

“. . . a resource fresh in insight and brimming with practical examples that will prove valuable to the novice and seasoned professional alike. . . . This book is not about publicity, it’s about strategy.  It’s not about counting column inches, it’s about building a solid, results-oriented program geared to meeting a company’s business goals.”  — IABC Communication World

“. . . On Deadline is not a but the standard text on media relations.  It is the only full-length text on the subject in the corporate and non-profit sectors.  On Deadline is a thorough, practical book that is written to appeal to both the college student and working professional.”  — Public Relations Quarterly

“Whether you’re a veteran or a beginner, you’ll learn from this book.  — communications briefings

“[The authors] have more experience dealing with the media than do the staffs of many corporate PR departments.  Their carefully focused book on this important function of public relations is one of the most comprehensive, practical and well-written presentations on media relations that we have.”   — Ragan Report

 “It would take years of painfully learning from your mistakes to develop the knowledge about working with the media that has been assembled in On Deadline: Managing Media Relations.”    — Public Relations Journal

 Table of Contents

1. Technology, Tabloids and Trends:  How the new media world is changing your job

2. Getting Started:  Setting up your program

3. News:  What it is and how it gets to the public

4. Tools of the Trade:  From ANRs to white papers

5. Reporters:  Helping them meet their objectives

6. Spokespersons:  Training and briefing them for their role

7.  Ethics:  What’s happened to the Golden Rule?

8.  Media Events:  How to make them work for you

9.  Going Global:  How to manage international media relations

10.  Crisis Planning:  How to anticipate and manage emergency situations

11.  Measurement/Evaluation:  How to know if your program is working

12.  The Future:  Expanding your counselor role