On Deadline: Managing Media Relations, Sixth Edition

By Carole M. Howard and Wilma K. Mathews

Book Overview

With a clear and fast-moving style, the Sixth Edition maintains its status as the foremost book on media relations in the corporate, nonprofit and government sectors. The authors retained the best and enduring aspects of media relations in the previous edition while skillfully integrating all current trends, such as the increased reliance on technology, complex legal rulings and concerns about credibility that have had an impact on how professionals work with the media. "On Deadline" is must-read for prospective and current media relations professionals dedicated to maximizing their organization's results.As one reviewer remarked, On Deadline is "like having a professional mentor and media consultant on speed dial." It presents all the tools necessary to plan and implement a successful media relations program, from relationships with reporters, crisis management and global media relations to spokesperson training, ethical and legal issues, news conferences and special events. New case studies illustrate the multiple roles of media relations professional as planner, crisis manager, communicator, counselor and strategist in a world that encounters ubiquitous messages dispersed at the speed of light.

• Format: Paperback
• Language: English
• ISBN: 1478646055
• ISBN13: 9781478646051
• Release Date: December 2020
• Publisher: Waveland Press, Inc.
• Length: 228 Pages
• Weight: 0.78 lbs.
• Dimensions: 9.3" x 0.5" x 6.3"

Customer Reviews

Practical but not just a "how to do book"

I liked it. It is a useful book but it's not just a "how to do book". It is also good for people working at the communication sector for non-profit organizations.

Excellent Read

This purchase was initially a required reading for University. "On Deadline" is well written and is a great reference book in Public Relations. I often use this book as a reference tool and I definitely recommend this book.

Awesome!

One of the best books ever written on the specialized function of PR! One of my professors in graduate school used this text as one of his "recommended" reading selections. By the time he referred to it several times through the semester, I asked my parents for it as one of my Christmas presents! I still have it and plan to use it as I pursue my Ph.D. in PR/Communications. The information it the text is both timely and timeless!

Building a better Media Relations Plan? This book can help!

Do your press releases result in news coverage? Do reporters return your phone calls? If not,"On Deadline" is THE book you need to be successful in building relationships with the media. The fundamentals I learned in ON DEADLINE helped me create a successful media relations program. I liked this book because it helped me organize my efforts and target the appropriate audiences. Media Relations is a challenging job, and ON DEADLINE breaks it down into easy steps.Whether you are new to this field or are on old pro, you can take away valuable tips from this book. From getting started to building trusting relationships with reporters to ethics to media events and through crisis planning, Mathews and Howard walk the reader through the challenges and rewards faced by media relations professionals. Being on a journalist's "A" List is no accident...if you want to have a solid relationship with the media, you have to work at it. ON DEADLINE speaks to the virtues all media relations professionals must have to get the desired results for their companies. An effective media relations plan is more than a mound of newspaper clippings, and ON DEADLINE details the significance of strategic media relations planning. In Chapter 3, "Tools of the Trade," ON DEADLINE provides a no-nonsense approach to writing effective press releases that are worthy of news coverage. In addition, the main ideas from Chapter 6, entitled "Ethics - The Golden Rules of Media Relations," should be posted in the office of every media relations professional. Of course, what good is a media relations program without measuring the results? Chapter 10, "Evaluation," details methods that can be implemented to measure the effectiveness of any media relations effort. If you want to be a successful media relations professional, ON DEADLINE is the only book you will need to succeed in this business.

Good, practical advice

I read this book after I had joined one of the nation's top PR firms. Had I read it earlier, I could have avoided some early mistakes since I did not have an extensive PR background. This book has plenty of practical advice that is on track to help you succeed in the PR world.