Don't let the title scare you. This is not another reporter's long list of complaints about bad news releases and phone pitches.
The author is a solid PR pro with a TV news background and years of corporate PR experience. And he writes effectively, too.
The book speaks even-handedly to both AEs and senior staffers. The first of three sections is a necessary primer on the nature of the news media, the essence of news, and the realities of news as a business.
But it's the last two sections that make this book. Henderson quotes extensively from interesting news sources and his own experience to underline his ideas about media relations strategies. He wisely uses checklists, maxims, tips, rules, dos, and don'ts to make his points memorable.
Minor caveat: He rightly lists The Page Principles as words to live by, but leaves one of the seven out.
This book could easily be adapted for in-house media relations training at any company.
Title Media Relations: From a Journalist's Perspective
Author David Henderson
Publisher iUniverse, New York (March 2005), 118 pages
Reviewed by Mike Brown, partner, Brown & Raleigh, San Francisco