Customer Reviews

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

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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.

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

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.

should take a look at "Media Relations Handbook for Agencies, Associations, Nonprofits and Congress."

The author, Brad Fitch, teaches as an adjunct at American University in the School of Communications. He wrote Media Relations Handbook after working on the Hill for more than ten years and teaching PR courses at AU for five years.

Each chapter has a summary, and there are many checklist and tips throghout. He also has a chapter on "Honest Spin: The Ethics of Public Relations"

Great book to use as a college or graduate school text or as a supplement.

"Offers a wealth of practical advice on public relations that will be of benefit to governmental and non-governmental organizations alike."
-- Municipal World, July 2004

Table of Contents
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 Honest Spin: The Ethics of Public Relations

Although focused on media relations in Washington, PIOs can learn a lot from this book. For example, § 12.8 is "How to Use a Web Site in a Crisis", and § 2.14 is a "Press Conference Checklist".

Municipal World is right - it will benefit you.

Media Relations Handbook For Agencies, Associations, Non-profits And Congress by Brad Fitch (Deputy Director of Congressional Management Foundation -- a nonprofit, nonpartisan organization dedicated to effective governance) is a seminal instructional manual on every aspect of media relations for elected officials and government agency communicators-- and invaluable for political activists seeking to work with, report on, or influence governmental agency policies. Of special interest is the "Press Conference Checklist" which will prove invaluable for anyone responsible for press events; "Self-Research" showcasing what every elected official must do -- or have done for them; how to use a website in a crisis; the basic rules of media relations; and illustrative examples of the impact good (and flawed) media relations can have. Part of TheCapitol.Net "Communication Series", Media Relations Handbook For Agencies, Associations, Nonprofits And Congress can quite justifiably be considered the "bible" of media relations and a must for anyone charged with the responsibility of successfully dealing with (and utilizing) the media for their agency, group, or cause.

Here's what others say about the Media Relations Handbook:


"[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, April 2005 (42-4473) - - -



"Want to become a media relations ace? Here's expert advice. The book is loaded with tips for corporate communicators as well. Impact recommends it highly."

- - - Impact (Public Affairs Council), July/August 2004


"Brad Fitch has performed an admirable public service by giving public relations students and professionals alike an indispensable tool. His book provides a road map on both the practicalities and principles of PR, and he shows that honest PR is not an oxymoron. Now it's up to all of us in the media and spin industries to keep our end of the bargain."

- - - Ed Henry, Congressional Correspondent, CNN (formerly Senior Editor of Roll Call)


"Media Relations Handbook is to political campaigns what The Art of War is to military campaigns: an essential strategic reference that winners should never be without."

- - - James Carville, Co-Host CNN Crossfire, author


"Uncertain how to interest the press in your pressing issue? Having difficulty preparing your media-unfriendly boss for a tough interview? Worried about the next communications crisis and how to handle it? Brad Fitch answers those questions and many more in this crisp, clear and completely useful book."

- - - Tucker Carlson, Co-Host CNN Crossfire, author


If you work in Washington, DC, and must garner media attention, you will benefit by using the advice and tips in Media Relations Handbook.