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On Deadline: Managing Media Relations, 4/E Paperback – Feb 15 2006

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Product Details

  • Paperback: 280 pages
  • Publisher: Waveland Press; 4 edition (Feb. 15 2006)
  • Language: English
  • ISBN-10: 157766440X
  • ISBN-13: 978-1577664406
  • Product Dimensions: 22.6 x 15 x 1.5 cm
  • Shipping Weight: 363 g
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #922,674 in Books (See Top 100 in Books)
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Product Description


“. . . a resource fresh in insight and brimming with practical examples that will prove valuable to the novice and seasoned professional alike. . . . This book is not about publicity, it’s about strategy.  It’s not about counting column inches, it’s about building a solid, results-oriented program geared to meeting a company’s business goals.”  — IABC Communication World

“It is a terrific refresher for seasoned PR professionals. It is an excellent text and reference book for students and new practitioners . . . . This is the strategy book to help you carry out tactics in the best of times and the worst of times.”  — Public Relations Quarterly

“Whether you’re a veteran or a beginner, you’ll learn from this book.”  — communications briefings

“[The authors] have more experience dealing with the media than do the staffs of many corporate PR departments.  Their carefully focused book on this important function of public relations is one of the most comprehensive, practical and well-written presentations on media relations that we have.”   — Ragan Report

 “It would take years of painfully learning from your mistakes to develop the knowledge about working with the media that has been assembled in On Deadline: Managing Media Relations.”    — Public Relations Journal

“. . . succinct writing, enlightening anecdotes, practical lists and outlines, and a circumspect attitude that leaves the reader feeling in the company of two people who know their subject inside and out.”  — Public Relations Quarterly

About the Author

Carole M. Howard is the former vice president of public relations and communications policy for Reader’s Digest. Recruited in 1985 from AT&T, Carole helped to establish a public relations function worldwide for Reader’s Digest. She lives with her husband in Colorado and continues to give speeches, conduct workshops, and do PR counseling. Wilma Mathews, a Phoenix-based consultant, author and speaker has more than 25 years in international and domestic public relations management.

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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x9dab5ec4) out of 5 stars 13 reviews
9 of 12 people found the following review helpful
HASH(0x9d8a5324) 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.
HASH(0x9d464690) out of 5 stars 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.
2 of 2 people found the following review helpful
HASH(0x9db02084) out of 5 stars Practical but not just a "how to do book" Jan. 5 2007
By carloam - Published on Amazon.com
Format: Paperback
I liked it. It is a useful book but it's not just a "how to do book". It is also good for people working at the communication sector for non-profit organizations.
HASH(0x9dcb303c) out of 5 stars My media relations bible July 1 2013
By Shel Holtz - Published on Amazon.com
Format: Paperback
I was handed media relations responsibility in a management shakeup. I'd never done it, studied it or trained for it; I was an internal communications specialist. Having to get up to speed in a hurry, I got this book (in large part because I know co-author Wilma Matthews and didn't doubt it would be useful). The book quickly became my guide to working with the media and served me and my employer well. That was more than 20 years ago. I have no doubt the updates since then are equally valuable.
HASH(0x9d47aea0) out of 5 stars The Best Overview of Media Relations Nov. 16 2007
By David M. Freedman - Published on Amazon.com
Format: Paperback
If you could read only one book about media relations, this would be it. It's comprehensive, well-organized, and clear. It gives you general principles and specific examples to support them. The book is written mainly for public relations staffs of large organizations that market to consumers, though it's quite useful for people who work in PR agencies, and solo practitioners as well. The authors rely heavily on their own deep and varied experience in the fields of journalism, corporate public relations, agency PR, and academic work. But they also present the viewpoints of many other professionals in those fields, including sidebars reprinted from other sources.

The new edition covers such trends as "infotainment journalism," blogs, budget cuts for primary reportage and news gathering, and of course increasing reliance on the Internet as a source of news.

The advice on introducing yourself to reporters, editors, and program directors is excellent. Chapter Three gives several views on what is newsworthy, good definitions of hard vs. soft news, ideas for building lists of story ideas, and creating your own customized media directory.

Each and every chapter is valuable, covering fundamentals as well as discussing subtleties of the profession. The short chapter on ethics is refreshingly realistic and not preachy.