Media Training 101 A Guide to Meeting the Press

by Stewart, Sally

• ISBN13: 9780471271550
• ISBN10: 0471271551
• Edition: 1st
• Format: Hardcover
• Copyright: 2003-09-29
• Publisher: Wiley

Summary

Written by a seasoned journalist and public relations professional, Media Training 101 is your essential guide to handling the news media. A former USA Today reporter and consultant to major companies, Sally Stewart leads you through every step in developing a communications blueprint and a strategic public relations plan to support it. She shows you how to communicate effectively with the media in any given circumstance and how to control the way your company is portrayed in the media. Each chapter includes vignettes, anecdotes, and real-life case studies that help you know what to expect.

Author Biography

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.

Table of Contents

Preface	p. v
Introduction	p. 1
Understanding the Media
Foundational Rules for Media Success	p. 11
How Journalists Think and Behave	p. 27
Responding to Journalists	p. 37
What Is News?	p. 50
Practice Facing the Media
Key Message Point Workshop	p. 65
Lethal Mistakes: The Dirty Dozen	p. 73
Playing the Interview Game and Winning	p. 79
Putting the Organic Keyword Method to Work	p. 94
Key Message Point Practice Questions	p. 100
Giving a Great Interview
Interviews: What Is What and Who Is Who	p. 111
Things You Should Never Say to a Reporter	p. 125
When Things Go Wrong	p. 132
Dress for Media Success	p. 143
Implementing Media Training on the Fly
When the Media Just Shows Up	p. 155
Crisis Control	p. 165
How to Write and Review a Press Release	p. 176
How to Pitch Your Company's Story	p. 185
How to Hire PR That Works	p. 197
How to Create a Stellar Press Kit	p. 208
Media Training and the World Wide Web	p. 217
PR Lessons from Law School	p. 223
Conclusion	p. 228
Glossary	p. 229
Acknowledgments	p. 237
Index	p. 239
About the Author	p. 244
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