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."
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."
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 pitfalls
- Control a crisis
- Employ interview tactics that really work
- Follow the ethical rules of public relations
- Design stellar press kits
- Develop your key message points
- Understand how journalists think and behave
- Know what’s news and what’s not
- Avoid the ten things you should never say to a reporter
- Write great press releases
- Pitch your company’s story
- Hire good outside public relations professionals
PART ONE: Understanding the Media.
CHAPTER 1: Foundational Rules for Media Success.
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.
ABOUT THE AUTHOR.