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On Deadline: Managing Media Relations Paperback – Dec 1999


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Product Details

  • Paperback: 347 pages
  • Publisher: Waveland Pr Inc; 3rd edition (December 1999)
  • Language: English
  • ISBN-10: 1577660862
  • ISBN-13: 978-1577660866
  • Product Dimensions: 2.5 x 14.6 x 22.2 cm
  • Shipping Weight: 499 g
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: #2,237,184 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

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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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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By A Customer on March 15 2001
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.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 6 reviews
9 of 12 people found the following review helpful
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
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.
The best single orientation to PR May 16 2014
By Sandra Conn - Published on Amazon.com
Format: Paperback Verified Purchase
Haven't seen the latest editions. Bet the new media are challenging these two excellent practitioners/writers but even without social media, it would still be the best introduction to what the work is like in corporate PR.
1 of 2 people found the following review helpful
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
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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