About the Book
This guide is aimed at organisations and individuals who are new to media relations or a re-cap for those who want to assess their work areas. You will get a crystal clear idea about media’s pervasive presence in and influence on business.
The Book is divided into following five chapters:
Chapter I- PLOT YOUR COURSE: Setting Your Media Strategy
Chapter II- CAST YOUR LINE: Developing Proactive Media Relations
Chapter III- CAUGHT ON THE HOOK: Responding to Media Calls
Chapter IV – COUNT THE CATCH: Dealing with Financial Media Relations
Chapter V:- BATTEN DOWN THE HATCHES: Handling the Media in a Crisis
Chapter I of the book will guide you to define your primary channels as well as what motivates media these days. Chapter II will explain you the importance of attracting the media attention and the technique to be used so that you use your media channels effectively. Chapter III talks about the measures to use while handling media when they come to you for interviews. This section of the book is the key attraction for the readers as well. Chapter IV will guide you on how to communicate about transformational events such as mergers and acquisitions. Finally Chapter V will give you a clear picture on how to handle media when undergoing a corporate crisis. It offers tactical advice for dealing with reporters during the crisis.
Make it a point that you go through the ‘Checklist’, ‘Recapitulative Summary ‘and ‘Test your Understanding ‘ sections which are there at the end of every chapter. This would enhance your knowledge and widen your horizons.
About the Authors
Prof.Irv Schenkler is currently working in Stern School of Business, New York University. The immensely talented teacher and author has closely studied the growth and impact of media relations which can be clearly seen in this book.
Tony Herrling is currently working on Burson-Marsteller Inc. having Public Relations as his core competency. He has used his years of experience in handling media relations and maintaining them at the same pace. His outstanding contribution to this book is commendable and the real life examples are simply out of this world.
Reading Level: Advanced
No. of Pages: 112
Bind Type: Paperback
Publisher and year: Dorling Kindersley (India) PVT. LTD, 2011
Edition: First Edition