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.