Media Relations Handbook: For Agencies, Associations, Nonprofits and Congress - The Big Blue Book (Communication Series) [Hardcover]

Bradford Fitch (Author), Mike McCurry (Foreword)

Book Description

Series: Communication Series | Publication Date: April 14, 2004

Next to the AP Style Guide, the Media Relations Handbook is arguably the most valuable reference available for any public affairs officer, press secretary or Beltway PR professional.

The Media Relations Handbook is required reading for Capitol Hill press secretaries, federal agency public affairs officers, political campaign spin doctors, nonprofit PR professionals, lobbyists or anyone involved in garnering media coverage. In this Handbook, Bradford Fitch explores theory and practice, discussing general principles and illustrating each point with real-life examples.

This book is for those who are seeking the most effective means to communicate on behalf of a government agency, a national association or nonprofit, or an elected official. It will help you channel your hot passion with the cool guidance that has been gleaned through others' experience.

The author professes no unique insight into media relations in public affairs. Rather, this book is an amalgamation of the collective wisdom of hundreds of public relations professionals in the worlds of government and politics. It is an overview of the ideas that have become the accepted rules of communications in Washington, presented in one volume.

"[T]his book will be of value to students and professionals of political communications and public relations. Summing up: Recommended. Upper-division undergraduate through professional collections."
-- CHOICE

"Although targeted for new media relations staff or ones starting a new press office, even the most experienced public information officer can learn from this book."
-- Gene Rose, Director of Public Affairs, NCSL, in State Legislatures magazine

"Offers a wealth of practical advice on public relations that will be of benefit to governmental and non-governmental organizations alike."
-- Municipal World

A rich 'how-to' lesson for pros and for novices who must negotiate the competitive landscape of America's new media."
-- Ann Compton, White House Correspondent, ABC News

Summary Table of Contents

Introduction
Foreword
Ch. 1 First Steps
Ch. 2 Tools of the Craft
Ch. 3 Developing a Message and Communications Plan
Ch. 4 Interacting with Reporters
Ch. 5 Overview of the Media: Print, Radio, and TV
Ch. 6 Web-Based and Online Communications
Ch. 7 Dealing With the Principal
Ch. 8 Interview Preparation
Ch. 9 Internal Issues: Experts, Policy, Numbers, Leaks, Lawyers and Language
Ch. 10 How to Interact with Congressional Campaign Operations
Ch. 11 Communications in a Federal Agency
Ch. 12 Crisis Communications in Public Affairs
Ch. 13 Ethics in Public Affairs
Appendices
Glossary
Epilogue
Index

Complete Table of Contents online at www.MediaRelationsHandbook.com

Editorial Reviews

Review

"[O]f value to students and professionals of political communications and public relations. Summing up: Recommended. Upper-division undergraduate through professional collections." -- CHOICE, April, 2005

From the Publisher

Next to the AP Style Guide, this is the most valuable reference work for a public affairs officer, press secretary, or Beltway PR professional.

A former radio and TV reporter with 11 years of experience as a press secretary on Capitol Hill, Fitch covers the gamut of political press relations, beginning with the principal and his or her message, then showing how this message is manipulated through print, broadcast, and online communications. He explains how to deal with reporters, staff and policy wonks with the sage tone of experience coupled with generous doses of humor.

Media Relations Handbook devotes chapters to special situations including Congressional Campaigns, Federal Agency Communications, and Crisis Communications. All of this highlighted with anecdotes from the most important media battles in Washington over the past four decades: everything from Watergate to Whitewater, Barney Frank to Gary Condit, Sam Donaldson to Howard Dean.

From the pithy quotes that introduce each chapter to the appendices, glossary, and index that complete this guide, Media Relations Handbook is a tremendous achievement. If Washington press relations is a martial art, Fitch is its Yoda. Indeed, James Carville says that "Media Relations Handbook is to political campaigns what The Art of War is to military campaigns: an essential strategic reference."

An amalgamation of the collective wisdom of hundreds of public relations professionals, Media Relations Handbook is an overview of the ideas that have become the accepted rules of communications in Washington, presented in one volume. This book deserves to occupy a spot next to the telephone in every media relations office in DC.

"Media Relations Handbook" forms part of the course materials for our public and customized media training programs (TheCapitol.Net's "Media Relations 101" and "Advanced Media Relations" courses), and is also a great classroom text.

See all Editorial Reviews

Product Details

• Hardcover: 368 pages
• Publisher: TheCapitol.Net, (April 14, 2004)
• Language: English
• ISBN-10: 1587330032
• ISBN-13: 978-1587330032
• Product Dimensions: 10.1 x 7 x 1 inches
• Shipping Weight: 1.8 pounds (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #630,605 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

5.0 out of 5 stars Great Advice for Beginners and Experienced Media Hands, May 4, 2004

By 

Dennis W. Johnson (Washington, DC United States) - See all my reviews

This review is from: Media Relations Handbook: For Agencies, Associations, Nonprofits and Congress - The Big Blue Book (Communication Series) (Hardcover)

If you are a media relations professional--either beginner or seasoned veteran--this is the book for you. Brad Fitch, who spent many years fielding reporters' tough questions on Capitol Hill, has written a timely, practical guide to handling media relations that is filled with solid professional advice. What goes into a press release? How do you develop a strategic message? You've got a digital camera and a fax machine, but what else does your office need to effectively handle the media? Before you start talking to a reporter, do you know the difference between "on the record," "off the record," and "background"? When there's an immediate crisis in your organization, what are the eight mistakes that you absolutely must avoid? How do you handle your paranoid boss when he or she has to confront the press? You'll find the answers to these and many other everyday problems in this book. Fitch also gives valuable advice on how to set up an effective website and how to use e-mail for optimum communications. Excellent book for professionals who work in federal or state agencies, trade associations, non-profits, state legislatures or Congress. It's the only handbook you'll ever need.

7 of 8 people found the following review helpful:

1.0 out of 5 stars Spend your money elsewhere, November 20, 2004

By 

Mark Twain "Mark" (Florida) - See all my reviews

This review is from: Media Relations Handbook: For Agencies, Associations, Nonprofits and Congress - The Big Blue Book (Communication Series) (Hardcover)

Sorry, but I found this book useless and uninspired. What's worse is that author is so desperate for sales he's written a stellar review of this book and then pasted it in the review section of various other P.R. books on amazon. I'm surprised that someone in public relations would use such an obviously tacky gimmick to sell his book.

I suggest you buy:
Guerrilla P.R. : How You Can Wage an Effective Publicity campaign...Without Going Broke, by Michael Levine
Writing Effective News Releases...: How to Get Free Publicity for Yourself, Your Business, or Your Organization, by Catherine V. McIntyre
Writing a Press Release: How to Get the Right Kind of Publicity and News Coverage, by Peter Bartram
Media Training 101 : A Guide to Meeting the Press, by Sally Stewart

3 of 4 people found the following review helpful:

5.0 out of 5 stars A very approachable "how-to" guide, September 6, 2005

By 

Dr. M. Cale (CA) - See all my reviews
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Amazon Verified Purchase

This review is from: Media Relations Handbook: For Agencies, Associations, Nonprofits and Congress - The Big Blue Book (Communication Series) (Hardcover)

I bought this book because I am an administrator in a job which demands some public relations skills that I am having to pick up on the hoof. This book is well laid out, friendly in tone, approachable in content, and practically useful. Though most of the examples are for PR people working in Congress, you can extrapolate from them to most situations. I found the check lists and action points in each chapter particuarly useful.