Free Publicity: A TV Reporter Shares the Secrets of Getting Covered on the News [Paperback]

With regard to "free publicity," there has been no shortage of that, as once highly-regarded firms such as Adelphia, Arthur Andersen, Enron, Global Crossing, Martha Stewart Living Omnimedia, Tyco, and WorldCom have clearly demonstrated. Nonetheless, countless other major corporations as well as the reputable public relations firms they retain appreciate the value of effective press relations IF there is newsworthy truth to be told...and told well. What Crilley offers in this 83-page book is a brief but informative explanation of effective press relations from one veteran journalist's perspective. He offers a solid introduction to basic tasks such as determining what is newsworthy, how to "package" the story, whom to contact, when and how to do so, and how to respond to negative publicity. His style is personal, indeed conversational.

Unlike advertising, favorable press coverage is so valuable precisely because it cannot be purchased at any price. That is why competition to obtain it is so intense. All of the "barrels" in the business world have at least a few "bad apples" and that is as true of those in the news media as it is of those in public relations, corporate communications, etc. Therefore, it is imperative to identify the most reputable persons whose interests are relevant (e.g. industry specific) and then cultivate relationships with them by earning their trust. Read everything they have written previously. Appreciate the fact that they have a job to do. What do they need to do it? How can you help?

All of Crilley's advice is sound. He includes personal observations and experiences to illustrate his key points. I would have rated his book higher had he included at least a few reader-friendly sections, such as check-lists or summaries of key points and (especially) step-by-step guidance on HOW to design and then implement an effective press relations program. Nonetheless, I recommend this book to owners/CEOs/managers of small-to-midsize companies as well as organizations in which there is no one person who concentrates full-time on press relations. Also to those who are now preparing for or thinking about a career in public relations, corporate communications, etc.

After reading Crilley's book, I strongly recommend that other sources also be consulted prior to the design and implementation of a press relations program. There are at least 20 excellent sources identified by Amazon. Check out the Customer Reviews of each and then purchase (let's say) 3-5 to read. Yes, that will require a substantial investment of time and energy. To repeat, unlike advertising, favorable press coverage is so valuable precisely because it cannot be purchased at any price. Investing sufficient time and energy -- as well as a few dollars -- to learn how to obtain such coverage will be well worth it.