Media Training 101: A Guide to Meeting the Press

"Navigating the media can be treacherous. Sally Stewart offers a practical, no–nonsense road map to make sure you come out smelling like a rose."
–Dominick Dunne, Columnist, Vanity Fair and author of Justice: Crimes, Trials, and Punishments
"If you need one guide to building your brand through media and public relations strategies, this is it. Sally Stewart provides invaluable information about what the landscape is today. I know from my own experience that Media Training 101 works–and works great."
–Michael Greenberg
President, SKECHERS USA, Inc.
"Everything you need to know about the care and feeding of the media–and then some. With equal parts William Randolph Hearst, James Carville and doting Jewish mother, Ms. Stewart delivers a killer guide to coping with the press–and turning it to your advantage."
–Dennis Kneale
Managing Editor, Forbes
This helpful, practical guide offers proven strategies for dealing with the news media in any situation. Ideal for company spokespersons, public relations officers, or anyone who will have to deal with the press sooner or later, it also includes expert advice on designing a public relations plan and implementing it effectively. You’ll learn how to:Dodge deadly pitfallsControl a crisisEmploy interview tactics that really workFollow the ethical rules of public relationsDesign stellar press kitsDevelop your key message pointsUnderstand how journalists think and behaveKnow what’s news and what’s notAvoid the ten things you should never say to a reporterWrite great press releasesPitch your company’s storyHire good outside public relations professionals

Spis treści:
PREFACE.
INTRODUCTION.
PART ONE: Understanding the Media.
CHAPTER 1: Foundational Rules for Media S uccess.
CHAPTER 2: How Journalists Think and Behave.
CHAPTER 3: Responding to Journalists.
CHAPTER 4: What Is News?
PART TWO: Practice Facing the Media.
CHAPTER 5: Key Message Point Workshop 65
CHAPTER 6: Lethal Mistakes: The Dirty Dozen 73
CHAPTER 7: Playing the Interview Game and Winning.
CHAPTER 8: Putting the Organic Keyword Method to Work.
CHAPTER 9: Key Message Point Practice Questions.
PART THREE: Giving a Great Interview.
CHAPTER 10: Interviews: What Is What and Who Is Who.
CHAPTER 11: Things You Should Never Say to a Reporter.
CHAPTER 12: When Things Go Wrong.
CHAPTER 13: Dress for Media Success.
PART FOUR: Implementing Media Training on the Fly.
CHAPTER 14: When the Media Just Shows Up.
CHAPTER 15: Crisis Control.
CHAPTER 16: How to Write and Review a Press Release.
CHAPTER 17: How to Pitch Your Company’s Story.
CHAPTER 18: How to Hire PR That Works.
CHAPTER 19: How to Create a Stellar Press Kit.
CHAPTER 20: Media Training and the World Wide Web.
CHAPTER 21: PR Lessons from Law School.
CONCLUSION.
GLOSSARY.
ACKNOWLEDGMENTS.
INDEX.
ABOUT THE AUTHOR.

Nota biograficzna:
SALLY STEWART is a former news reporter at USA Today and ad hoc commentator for CNN as well as a seasoned public relations expert. Since 1996, she has worked as a communications consultant for a variety of public companies, private enterprises, and nonprofit organizations. Today, she heads her own consulting group, SA Stewart Communications, headquartered in Santa Monica, California. She appears frequently on TV current affairs programs. For more information, visit her web site at www.mediatraining101.com.

Okładka tylna:
"Navigating the media can be treacherous. Sally Stewart offers a practical, no–nonsense road map to make sure you come out smelling like a rose."
–Dominick Dunne, Columnist, Vanity F air and author of Justice: Crimes, Trials, and Punishments
"If you need one guide to building your brand through media and public relations strategies, this is it. Sally Stewart provides invaluable information about what the landscape is today. I know from my own experience that Media Training 101 works–and works great."
–Michael Greenberg
President, SKECHERS USA, Inc.
"Everything you need to know about the care and feeding of the media–and then some. With equal parts William Randolph Hearst, James Carville and doting Jewish mother, Ms. Stewart delivers a killer guide to coping with the press–and turning it to your advantage."
–Dennis Kneale
Managing Editor, Forbes
This helpful, practical guide offers proven strategies for dealing with the news media in any situation. Ideal for company spokespersons, public relations officers, or anyone who will have to deal with the press sooner or later, it also includes expert advice on designing a public relations plan and implementing it effectively. You’ll learn how to:Dodge deadly pitfallsControl a crisisEmploy interview tactics that really workFollow the ethical rules of public relationsDesign stellar press kitsDevelop your key message pointsUnderstand how journalists think and behaveKnow what’s news and what’s notAvoid the ten things you should never say to a reporterWrite great press releasesPitch your company’s storyHire good outside public relations professionals