On Deadline: Managing Media Relations, Third Edition [Paperback]

Wilma K. Mathews (Author)

Book Description

ISBN-10: 1577660862 | ISBN-13: 978-1577660866 | Publication Date: January 2, 2000 | Edition: 3rd

Building on the success and high standards of its previous two editions, the updated and expanded third edition of On Deadline: Managing Media Relations maintains its status as the foremost book on media relations in the corporate and nonprofit sectors. From hosting news conferences on the Internet to responding to reporters' queries in an emergency, from creating a media program to sustaining good relationships with journalists, from coaching spokespersons on interview techniques to providing bottom-line measurement and evaluation of media programs, the authors give practical advice based on decades of real-world experience. All aspects of media relations are included, beginning with basic definitions of news and how it gets to the public and building to more sophisticated evaluation and counseling sections. Ethics, media events, and crisis communications all have separate chapters. As well, this edition includes a new chapter on how changes in the media world are changing the media relations job, greatly expanded coverage of international media relations, emphasis on more sophisticated measurement tools focusing on changing opinions and behaviors, new information on how the Internet has affected the practice of media relations, and new and more case histories than ever before. With a clear and fast-moving style, the third edition of On Deadline is a practical guide to effectively managing media relations programs that will help achieve your organization's business goals and make you a valued counselor to management.

Editorial Reviews

Review

"Loaded with well-written, how-to ideas from two media pros, this book pays for itself in five minutes." (Communications Briefings, July 1994) "For those few who missed the first edition, this updated version is a desktop must. For those who caught the original, the sequel effectively captures the continuing evolution of the media relations practice." (IABC Communication World, October 1994) "On Deadline is a valuable reference tool and inspirer for both college instructors and students alike, for corporate and organization media representatives, and, of course, for counselors whose clients' fortunes often are made or broken by and in the media." (Public Relations Quarterly, Vol. 39, No. 3, Fall 1994) "In PR, time is of the essence. In the book On Deadline, authors Carole Howard and Wilma Mathews tell how to make the most of every second. Quick-read chapters cover tools of the trade, working with reporters, crisis planning, and more. Bulleted lists and handy hints from journalists help speed up the pace." -- Case Currents, March 1995 --This text refers to an out of print or unavailable edition of this title.

From the Publisher

Title of related interest from Waveland Press: Gower, Legal and Ethical Restraints on Public Relations (ISBN 1577662741).

See all Editorial Reviews

Product Details

• Paperback: 346 pages
• Publisher: Waveland Pr Inc; 3rd edition (January 2, 2000)
• Language: English
• ISBN-10: 1577660862
• ISBN-13: 978-1577660866
• Product Dimensions: 8.8 x 5.9 x 0.9 inches
• Shipping Weight: 1.1 pounds
• Average Customer Review: 4.1 out of 5 stars  See all reviews (9 customer reviews)
• Amazon Best Sellers Rank: #2,063,133 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

9 of 12 people found the following review helpful:

5.0 out of 5 stars Building a better Media Relations Plan? This book can help!, May 31, 2001

By 

Dale Linkberry (Glendale, AZ United States) - See all my reviews

This review is from: On Deadline: Managing Media Relations, Third Edition (Paperback)

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.

2 of 2 people found the following review helpful:

4.0 out of 5 stars Practical but not just a "how to do book", January 5, 2007

By 

M. Carroggio "lettoreitaliano" (Roma, Roma Italy) - See all my reviews
(REAL NAME)   

This review is from: On Deadline: Managing Media Relations (Paperback)

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.

6 of 9 people found the following review helpful:

4.0 out of 5 stars Good, practical advice, March 15, 2001

By A Customer

This review is from: On Deadline: Managing Media Relations, Third Edition (Paperback)

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.