Media Relations Writing: A Guide for PR Pros (and those who just want publicity)

After laying a foundation for readers to understand what "media relations" is and how it fits into the broader scope of public relations work, provides basic instruction in three parts. Part I gives helpful insights into the news media environment, including understanding what constitutes "news," how to work with reporters and editors, and the various forms of news outlets in the modern media environment. Part II, the bulk of the book, offers chapters on how to write specific forms of media relations tactics, from news releases to op-eds, ending with a chapter on media kits. Finally, Part III offers chapters on media training--or how to appropriately handle being interviewed by the media--and a chapter on measurement and evaluation of media relations efforts.