Building Media Relationships: How to Establish, Maintain, and Develop Long-Term Relationships with…

Paperback | October 15, 2008

bySusan Sommers

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A solid media relations plan is one of the most powerful tools a company can draw upon to raise a profile, attract new clients, and generate sales. Building Media Relations, Second Edition, is a comprehensive guide to working professionally and productively with the media. Sommers provides students with the critical theories and strategies necessary for successful media planning and management. Throughout this edition, students are exposed to tools and techniques - from the use of media kits, databases, and event planning, to the necessity of research, analysis, andevaluation - that shape the success of media relations professionals and the businesses they represent. This book is a phenomenal resource for students of Communications or Media and Public Relations as well as anyone who is responsible for generating media understanding and coverage.

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A solid media relations plan is one of the most powerful tools a company can draw upon to raise a profile, attract new clients, and generate sales. Building Media Relations, Second Edition, is a comprehensive guide to working professionally and productively with the media. Sommers provides students with the critical theories and strate...

Susan Sommers is an award-winning journalist, speaker and trainer, marketing consultant, educator, and coach with over thirty years of experience in business communications. She is one of Canada's leading experts in marketing and media relations consulting and training. Susan has developed credit courses in Marketing and Media Relatio...

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Format:PaperbackDimensions:264 pages, 9 × 7 × 0.5 inPublished:October 15, 2008Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195426959

ISBN - 13:9780195426953

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Table of Contents

AcknowledgementsIntroductionAbout the AuthorPart 1: Understanding Media Relations1. The Role of Media Relations2. Understanding the Media3. Media Relations in PracticePart 2: Developing a Media Relations Program4. Conducting Research5. Analyze: Problems, Goals, and StrategiesPart 3: Executing a Media Relations Program6. Developing a Media Database7. Creating a Media Kit8. Contacting the Media9. Managing Media Interviews10. Staging Media Events11. Monitoring the Media, Measuring and Evaluating SuccessPart 4: Issues Management and Crisis Communications12. Defining Your Issues and Creating a Plan13. Avoiding/ Preparing for a Crisis and Creating a Plan14. Crisis Communication and Management (with contributions from Kim Taylor Galway, Perfect 10 Communications)Appendix A: Media Relations Past and PresentAppendix B: Corporate Case Study: Who Said Being Wealthy was Easy? Defining the Client and the Need for Private Banking in CanadaResourcesIndex