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On Deadline: Managing Media Relations [Paperback]

Carole M. Howard , Wilma K. Mathews
4.5 out of 5 stars  See all reviews (2 customer reviews)

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Book Description

December 1999 1577660862 978-1577660866 3rd
Building on the success and high standards of its previous two editions, the updated and expanded third edition of On Deadline: Managing Media Relations maintains its status as the foremost book on media relations in the corporate and nonprofit sectors. From hosting news conferences on the Internet to responding to reporters' queries in an emergency, from creating a media program to sustaining good relationships with journalists, from coaching spokespersons on interview techniques to providing bottom-line measurement and evaluation of media programs, the authors give practical advice based on decades of real-world experience. All aspects of media relations are included, beginning with basic definitions of news and how it gets to the public and building to more sophisticated evaluation and counseling sections. Ethics, media events, and crisis communications all have separate chapters. As well, this edition includes a new chapter on how changes in the media world are changing the media relations job, greatly expanded coverage of international media relations, emphasis on more sophisticated measurement tools focusing on changing opinions and behaviors, new information on how the Internet has affected the practice of media relations, and new and more case histories than ever before. With a clear and fast-moving style, the third edition of On Deadline is a practical guide to effectively managing media relations programs that will help achieve your organization's business goals and make you a valued counselor to management.

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About the Author

Carole M. Howard writes, speaks, and leads seminars on media relations, global PR, employee communications, and marketing. She is the retired vice president of public relations and communications policy for The Reader's Digest Association in New York. Wilma K. Mathews is director of public relations for Arizona State University, the third largest public university in the United States, and heads her own media training and consulting firm. Mathews worked for AT&T for 15 years in various public relations and media relations positions.

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Customer Reviews

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Most helpful customer reviews
Format:Paperback
Do your press releases result in news coverage? Do reporters return your phone calls? If not,"On Deadline" is THE book you need to be successful in building relationships with the media.
The fundamentals I learned in ON DEADLINE helped me create a successful media relations program. I liked this book because it helped me organize my efforts and target the appropriate audiences. Media Relations is a challenging job, and ON DEADLINE breaks it down into easy steps.
Whether you are new to this field or are on old pro, you can take away valuable tips from this book. From getting started to building trusting relationships with reporters to ethics to media events and through crisis planning, Mathews and Howard walk the reader through the challenges and rewards faced by media relations professionals.
Being on a journalist's "A" List is no accident...if you want to have a solid relationship with the media, you have to work at it. ON DEADLINE speaks to the virtues all media relations professionals must have to get the desired results for their companies. An effective media relations plan is more than a mound of newspaper clippings, and ON DEADLINE details the significance of strategic media relations planning. In Chapter 3, "Tools of the Trade," ON DEADLINE provides a no-nonsense approach to writing effective press releases that are worthy of news coverage. In addition, the main ideas from Chapter 6, entitled "Ethics - The Golden Rules of Media Relations," should be posted in the office of every media relations professional. Of course, what good is a media relations program without measuring the results? Chapter 10, "Evaluation," details methods that can be implemented to measure the effectiveness of any media relations effort.
If you want to be a successful media relations professional, ON DEADLINE is the only book you will need to succeed in this business.
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4.0 out of 5 stars Good, practical advice March 15 2001
By A Customer
Format:Paperback
I read this book after I had joined one of the nation's top PR firms. Had I read it earlier, I could have avoided some early mistakes since I did not have an extensive PR background. This book has plenty of practical advice that is on track to help you succeed in the PR world.
Was this review helpful to you?
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 3.8 out of 5 stars  5 reviews
9 of 12 people found the following review helpful
5.0 out of 5 stars Building a better Media Relations Plan? This book can help! May 30 2001
By Tina Miller - Published on Amazon.com
Format:Paperback
Do your press releases result in news coverage? Do reporters return your phone calls? If not,"On Deadline" is THE book you need to be successful in building relationships with the media.
The fundamentals I learned in ON DEADLINE helped me create a successful media relations program. I liked this book because it helped me organize my efforts and target the appropriate audiences. Media Relations is a challenging job, and ON DEADLINE breaks it down into easy steps.
Whether you are new to this field or are on old pro, you can take away valuable tips from this book. From getting started to building trusting relationships with reporters to ethics to media events and through crisis planning, Mathews and Howard walk the reader through the challenges and rewards faced by media relations professionals.
Being on a journalist's "A" List is no accident...if you want to have a solid relationship with the media, you have to work at it. ON DEADLINE speaks to the virtues all media relations professionals must have to get the desired results for their companies. An effective media relations plan is more than a mound of newspaper clippings, and ON DEADLINE details the significance of strategic media relations planning. In Chapter 3, "Tools of the Trade," ON DEADLINE provides a no-nonsense approach to writing effective press releases that are worthy of news coverage. In addition, the main ideas from Chapter 6, entitled "Ethics - The Golden Rules of Media Relations," should be posted in the office of every media relations professional. Of course, what good is a media relations program without measuring the results? Chapter 10, "Evaluation," details methods that can be implemented to measure the effectiveness of any media relations effort.
If you want to be a successful media relations professional, ON DEADLINE is the only book you will need to succeed in this business.
6 of 9 people found the following review helpful
4.0 out of 5 stars Good, practical advice March 15 2001
By A Customer - Published on Amazon.com
Format:Paperback
I read this book after I had joined one of the nation's top PR firms. Had I read it earlier, I could have avoided some early mistakes since I did not have an extensive PR background. This book has plenty of practical advice that is on track to help you succeed in the PR world.
1 of 2 people found the following review helpful
5.0 out of 5 stars Awesome! Feb. 5 2005
By PR Girl - Published on Amazon.com
Format:Paperback
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!
2 of 4 people found the following review helpful
4.0 out of 5 stars Strong Resource Material Nov. 30 2004
By TJ Walker - Published on Amazon.com
Format:Paperback
Excellent material here. Should be a part of any media pro's resource library.
2 of 4 people found the following review helpful
1.0 out of 5 stars These other reviews must be paid endorsements March 5 2006
By Jennifer and Mia - Published on Amazon.com
Format:Paperback
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."
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