PR News Media Training Guidebook - 2009 Edition

View Table of Contents

$399.00 per copy - Order your copy online or call 888-707-5814!

Remember when you were growing up, your mother or well-intentioned elder would tell you, “If you haven’t got anything nice to say, don’t say it?” That’s a wise old adage that gets a lot of mileage in etiquette books but is it really applicable in the harried, often thorny world of media relations? The answer is a resounding no. For instance, suppose your company is embroiled in a major crisis or under attack by a competitor making lots of noise in the marketplace, are you, as a seasoned corporate communicator or media professional going to sit back… and say nothing? Of course not.

This is why media training is so critically important to communications practitioners. Your company can be stellar in terms of product, cachet and personnel, but without effective media communication skills, your message will be lost or ignored.

In the latest edition of PR News Media Training Guidebook, top media trainers and PR professionals offer a smorgasbord of tips and best practices designed to hone your media skills and make your C-suite execs media-ready and rippling with pithy sound bites. From pitching the media and identifying your spokesperson to handling an interview and building relationships with journalists, this Guidebook provides a wealth of information that should steer you to the top of the pyramid when it comes to mastering the nuances of media relations.

The PR News Media Training Guidebook Chapters Include:

Chapter 1: Overview

• Training for the Media Game, by John Fitzpatrick
• Simple Secrets for Effective and Lasting Media Training, by Claire Gibbons
• Surviving Bootcamp—Training in the New Media Universe, by Len Abbazia
• Ten Common PR Mistakes and How to Avoid Them, by Lin Grensing-Pophal
• 2-4-6-8 How Do You Communicate? by Phillip Khan-Panni
• Evolving Media Relations Strategists: Media Planning for the Future, by PR News Editors
• PR Leaders Offer Hands-On Insight for Media Training Strategies, by PR News Editors
• The Most Important Thing in PR That No One is Doing—Why Everyone Needs Media Training, by Rodger Roeser
• Lessons from the 2008 Presidential Campaign Trail, by Mike Smith
• Ready, Train, Fire: Preparing to Face Traditional & Citizen Journalists, by PR News Editors
• Five Ways to Get Great ROI in Media Relations Research, by Mark Weiner
• A New Day For America: The Next Great Communicator, by Jim Cameron & Amy Fond

Chapter 2: Pitching the Media

• Life’s a Pitch…and Then You Interview, by Lisa Ekus-Saffer
• Perfecting the Paradox, by Bill McGowan
• Letters to the Editor: When, When Not—and How—to Use Them, by Lin Grensing-Pophal
• Seven Ways to Get the Media Attention You Deserve, by Maggie Chamberlin Holben
• When Not to Pitch, by Brooke Preston

Chapter 3: Messaging

• Three Keys to Making Your Message More Memorable, by David Bartlett
• Once Upon a Time: Be a Master Storyteller, by Andrea King Collier
• Message Development That Drives Residual Value, by Lauren Eisbrenner
• Five Tips to Make Your Message Matter on TV, by Amy Scharf Fond
• Making Your Messages More Memorable for the Media, by Walt Parker and Liz Miklya
• Sound Bites Don’t Happen by Accident, by Nan Tolbert
• The Art of the Sound Bite, by Betsy Goldberg and Dina Napoli

Chapter 4: Identifying Your Spokesperson

• Establishing and Promoting an Industry Expert, by Jennifer Manocchio
• Identifying the Right Spokesperson during a Complex Crisis, by Melanie Wilt
• Making the CEO Media Ready, by Julia Montgomery Stewart
• Mitigating Confusion Caused by Unofficial Spokespersons: Countering the ‘Pluto Axiom,’ by Merni Fitzgerald

Chapter 5: Prepping the C-Suite

• Interview Training for CEOs: How to Make it Worth Their Time, by Gary Wells
• How to Tell the Boss He Needs Media Training, by Ed Barks
• Let’s Go to the Videotape: More Than Media Training, by Dave Yewman

Chapter 6: Your Audience

• Understanding the Audience to Effectively Deliver the Message, by Patrick R. Riccards
• Talking Business: Audiences are not Analysts, by Suzanne Bates
• Media UNTraining: Avoiding ‘Overprocessed’ Images, by Karen Berg
• Take the ‘Me’ out of Media Interviews and Focus on Your Audience, by Cynthia Kasabian

Chapter 7: Before & During the Interview

• The Art of Preparation, by Tami Kou
• Media Relations Damage Control: How to Prevent Your Interview From Becoming a Mess
• Thirteen Tips for Nailing Your Next Media Interview, by Arthur Germain
• Tricks to Develop Your Delivery, by Amy Scharf Fond
• How to be Sound-Bite Savvy, by Jody Hammond and Nancy Stern
• Media Training: Key Practices for Taking Your Interview Skills to the Next Level, by Janet Jordan
• The Questions Never Matter: How to Prepare for an Interview as You Would a Presentation, by Raleigh Mayer
• Recorded vs. Live? by TJ Walker
• The Good, the Bad and the Ugly: Keeping Control in the Media Maelstrom, by Eileen Winnick
• Media Cents: Using the Media to Attract Customers, by Linda Talley
• How to Prepare for a Media Interview, By Cindy Rakowitz
• Build ‘Brand You:’ How to Make Your Time in Front of the Camera Pay Off, By Don Yaeger

Chapter 8: Relationship Building with Journalists

• Relationship Training: Building a Media Network One Reporter at a Time and Make it Worth Your While, by Cosmo Macero
• How to Forge Stronger Media Relations with Media Tours, by Kristin Duskin-Gadd
• Ten Ways to Improve Your Media Relations Skills, by Peter Granat
• Ten Mistakes in Media Relations, by Stephen Manallack
• Case Study: Media Outreach Trains a Spotlight on a Law Firm and Its Efforts to Promote Women Lawyers, by PR News Editors

Chapter 9: Social Media

• Tap into the Buzz of Social Media by Understanding Engagement, by Bill Bradley
• Media Training Execs for Social Media Coverage, by Andrew Gilman
• Don’t Blame the Messenger, Train Him: Making the Most of Digital Media Tools, by Lynn Espinoza
• The Always-On World of ‘Social Media’ Training, by Michael Parker
• Media Training in the Blogosphere, by PR News Editors

Chapter 10: Crisis Management

• How to Communicate with the Media during a Company Crisis: What Every CEO Should Plan—and Do, by Priss Benbow
• When You Hear the Thunder, it’s too Late to Build the Ark, by John Fitzpatrick
• How to Meet Goals Listed in Your Communications Plan and Leverage Media Opportunities Effectively, by Jamie Miller
• Hoax-Busting: Managing Gossip and Rumors Online, by Erik Mueller and Joshua Morton
• Are You Ready to Tell Your Story? Crisis Planning in a 24/7 Media Environment, by Barbara Paynter
• Dealing With Media in a Crisis: Preparing for Battle, by Jaime Sarachit
• How to Handle a Shareholder Revolt? Develop an Active Media Relations Program, by Betsy Brod

Chapter 11: Conducting Training

• In Media Training, a Little Realism Goes a Long Way, by Thomas J. Madden
• The Value of a Videographer: A Smoother Media Training Ride, by Ed Barks
• Making Your Message Count: Media Training for the Masses, by Jade Griffin
• Speaking in Sound Bites: How to Train Executives to Change the Way They Communicate for Electronic Media, by Melissa Ross
• Media Training for the Mind of the Engineer: Turn Those Answers Upside Down, by Dave Reddy
• Inductive Learning as Effective Media Training That isn’t Boring, by Brent Diggins

If the Media Training Guidebook doesn't make you a better communicator, then this particular journalist has two words to say: "No Comment."

Order your copy online or call 888-707-5814!

PR News does not accept returns for any of the PR Press Guidebooks. All sales are final. If you receive a damaged or defective book, please contact the Client Services department at 888-707-5814; clientservices@accessintel.com for a replacement.