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7 of 8 people found the following review helpful
5.0 out of 5 stars Packed with Knowledge!, March 1, 2004
This review is from: Media Training 101: A Guide to Meeting the Press (Hardcover)
This book gives you the essentials about dealing with the media, starting with interviews and calls from reporters. Sally Stewart, former journalist and PR practitioner, delivers the nitty-gritty. Her advice to recognize reporters' financial and emotional pressures is particularly useful. Reporters have two clear priorities, she says, to write good stories and to go home. If you want their good will, try a little respect, she suggests, although she displays considerable cynicism and negativity about them. Her lessons include getting reporters to pay attention and which reporters to contact and how, be it by phone, e-mail or fax. Stewart tells you how to deal with unexpected calls from the press, and how to decide whether or not you want to be part of a story. If you do, here's how to make the most of it. And if you don't, this book tells you how to extricate yourself, if possible. Along the way Stewart explains how to dress for a television appearance. If this paragraph mentions any core skill you don't already have, we have a newsflash for you: get the book.
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3 of 4 people found the following review helpful
5.0 out of 5 stars Must read for emerging companies, March 21, 2005
By 
Marc Joseph (Scottsdale, AZ) - See all my reviews
(REAL NAME)   
This review is from: Media Training 101: A Guide to Meeting the Press (Hardcover)
PR can be the most effective guerilla marketing available to companies that are trying to capture a bigger piece of the pie in their niche. Ms. Stewart has taken away the fear any executive may feel in dealing with the media and PR by writing a logical step by step book. I can definitely testify that her professionalism and realism in how to deal with the media has had a major effect on our company.
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5.0 out of 5 stars Arming yourself to handle the media!, August 1, 2009
This review is from: Media Training 101: A Guide to Meeting the Press (Hardcover)
Let's face it..negative word of mouth in any industry is a tough, tough killer. But while you can't afford for customers to say bad things about you or your company, noone can afford to have members of the media also plotting against them! Sally Stewart knows the media business and can help you save your business alot of grief by teaching you how to deal with the press effectively. Sally is a veteran journalist who worked for USA Today and covered many tough stories like the Los Angeles Riots and the OJ Simpson Double Murder Trial. In her book, "Media Training 101", Sally provides great strategies to combat reporters' built in prejudices and interest them in positively reflecting the work you are doing. I highly recommend this book to anyone interested in media relations. John Darrell Sparks - Media Relations and Communications Specialist. John.sparks@hotmail.com
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5.0 out of 5 stars Great for Media Relations Newbies, April 24, 2009
This review is from: Media Training 101: A Guide to Meeting the Press (Hardcover)
This is a great book to read if you do not any experience with media relations. For example, it might be a good tool to use in media training within an organization. The author really takes a step-by-step approach to working with the press, which can easily be a frustrating process!

My favorite section of the book talked about the importance of being respectfull of the media's time and needs. Overall, a great book that isn't stuffy or complicated ... just cuts straight to the point to get you in a good position with your local media.
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5 of 8 people found the following review helpful
5.0 out of 5 stars Meeting the Press, April 22, 2005
This review is from: Media Training 101: A Guide to Meeting the Press (Hardcover)
When being interviewed by media, it is tempting to do a `brain dump,' and give them as much information as you can. This can backfire, though. Faced with an information overload, the journalist has to pick-and-choose through all the data to construct her story. She probably has room only for a few of your points, and she may not choose the ones that you would like.

Politicians understand this. When they do interviews, they focus on `talking points.' The politician prepares by selecting three or four points they want to get across during the interview. The preparation allows them to get their message across clearly and succinctly.

You should do something similar to this to prepare for your encounters with the media. In 'Media Training 101,' Sally Stewart recommends that you have five focused and concise Key Message Points.

Key Message Point #1 is a general statement about your company. It might include facts such as how long you have been in business, what you sell, or where you are located.

Key Message Point #2 gives financial information. For example, revenues, growth percentage or number of units sold. Don't overload on statistics. Choose something easy to understand.

Key Message Point #3 identifies your target market. What characteristics do your customers share? Are they consumers or businesses? Are they in a specific industry? Are they located in the same geographic area? What need do they have that your product or service fills? You might also mention your share of the market, if it is impressive.

Key Message Point #4 addresses the company's future growth. Are you expanding into foreign markets, creating new products (or identifying new uses for existing products) to appeal to new types of customers, opening a new location or adding more employees?

Key Message Point #5 can be anything not covered in the other four points. It is a way to point out the uniqueness of your company. You might mention awards or other recognition your company has received, the specialized training or experience of your staff, or whatever you would want customers and the public to know about your business and what makes it special.

Once you have your Key Message Points, you are prepared for an interview at any time. This is important, because you won't always have a lot of advance notice of an interview. In some cases, you will have only minutes (if that) to prepare. With your Key Message Points you will know what to say-and when to stop talking.

Cathy Stucker

Author and Marketing/Publicity Consultant
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5.0 out of 5 stars Invaluable Resource for Executives, October 11, 2003
By 
M. Sharp (Austin, TX United States) - See all my reviews
This review is from: Media Training 101: A Guide to Meeting the Press (Hardcover)
I highly recommend Media Training 101. This book guided me through a seemingly impossible situation. I felt as if I could reach out and call the author herself. I read it cover to cover and feel as if I won the lottery!
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4.0 out of 5 stars Good beginner guide, November 5, 2007
This review is from: Media Training 101: A Guide to Meeting the Press (Hardcover)
I found the book to be useful as a beginners guide to the media and media relations. It is a very quick read.
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1 of 2 people found the following review helpful
5.0 out of 5 stars Praise from the public relations frontline, November 7, 2003
By 
Erin Powers (The Woodlands, TX USA) - See all my reviews
This review is from: Media Training 101: A Guide to Meeting the Press (Hardcover)
This book is the best guide to media training I've seen to date. By dispensing with the war stories that bog down many books of this type, "Media Training 101" focuses instead on practical solutions. Ms. Stewart's strategies and tactics are similar to ours, but she provides new ways to engage even the most challenging public relations clients. Thank you.
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2 of 5 people found the following review helpful
5.0 out of 5 stars Don't meet the media until you have read this book, December 4, 2003
This review is from: Media Training 101: A Guide to Meeting the Press (Hardcover)
I highly recommend Media Training 101. Every one needs media training- and this book is a great place to start. Wonderful tips and guidlines for the beginner and the pro. I urge you to buy this book before you even start your PR campaign.
Rick Frishman- author "Guerrilla Publicity" and "Guerrilla Marketing for Writers" Pres. of Planned TV Arts [...] and [...]
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3 of 8 people found the following review helpful
4.0 out of 5 stars Excellent, November 26, 2004
This review is from: Media Training 101: A Guide to Meeting the Press (Hardcover)
Media Training 101 gives strong fundamentals for anyone new in dealing with the news media. This book should be a part of any PR pro's library.
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Media Training 101: A Guide to Meeting the Press
Media Training 101: A Guide to Meeting the Press by Sally Stewart (Hardcover - September 29, 2003)
$34.95 $25.41
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