Schenkler, Irv : Stern School of Business, New York University
Herrling, Tony : Burson-Marsteller, Inc.
Summary
For courses in Corporate Communications, Public Relations, Media and Business Relations, Management Communications,
Crisis Management, and Integrated Marketing Communications.
Exploring how to effectively communicate with the media, this text offers students a practical and concise guide
to all aspects of media relations. Examining the media's pervasive presence and influence on business, this First
Edition covers a plethora of topics including how to establish ongoing relationships with reporters, managing media
relations during a crisis, preparing for interviews and identifying important media contacts, and how to differentiate
between financial media and mainstream media.
Using a practical and reader-friendly approach, this text also provides solid direction on public relations strategies
such as writing press releases, creating press lists and planning news conferences.
Features :
The driving force behind the media today is explored--Defines the primary channels of communication.
Provides students with essential hands-on tools on how to understand and connect with the media.
How to develop a newsworthy message, how to get to know reporters and attract their interest, and how to effectively
use media channels is defined.
Outlines for students the step-by-step process of engaging the media so they can understand and successfully
practice each aspect of this intricate system.
Explanations into why the media covers corporate crises--Provides strategies a company can use to handle the
media during crises, and offers tactical advice for dealing with reporters during crises.
How to prepare for and effectively execute media interviews is discussed.
Helps students develop competent and compelling interview skills.
How to issue financial news such as quarterly earnings and executive changes, and how to communicate about
transformational events such as mergers and acquisitions or restructurings are explained.
Educates students on the complexities of financial media relations so they have a well-rounded and practical
understanding of this area of the field.
Brief, tangible, and reader-friendly format.
Offers students a highly accessible organization with clear, straightforward tools that are applicable in a
professional environment.
Table of Contents
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1. Plot Your Course: Understanding the Media
Understanding the Media in General
Analyzing Your Channels to the Media
2. Cast Your Line: Developing Proactive Media Relations
Developing a Newsworthy Message
Getting to Know Your Important Reporters
Using Your Media Channels Effectively
Engaging Media Professionals
3. Caught on the Hook: Responding to Media Calls
Preparing for Media Interviews
Executing the Interview
