Do media relations tactics used in the US translate in Europe?
Former journalists and PR pros Cathie Burton and Alun Drake make a convincing case that they do. This informative book simplifies what can be a daunting endeavor given the disparities in history, culture, and language. It includes a brief history of media in Europe, a focus on its major political bodies, an assessment of the most influential European news organizations, popular media relations techniques and tools, and a country-by-country review of the various media landscapes. The book will be most useful to NGOs, governmental institutions, and other issues-oriented enterprises. That said, I would have liked to read more about PR challenges faced by brand marketers or financial relations pros. Still, this is cogently written and thoughtfully presented, providing valuable web-based resources and audience data for mounting an effective media relations campaign in Europe. Title Hitting the Headlines in Europe Authors Cathie Burton and Alun Drake Publisher Kogan Page (August 2004), 272 pages Reviewed by Peter Himler, EVP, chief media officer, Edelman
