'101' will help advance your media skills

This book explains not only how to conduct yourself during interviews, but how to do things like write a press release, pitch a story, and hire PR counsel. Aimed at beginners, seasoned pros will still find this book a useful refresher.

This book explains not only how to conduct yourself during interviews, but how to do things like write a press release, pitch a story, and hire PR counsel. Aimed at beginners, seasoned pros will still find this book a useful refresher.

Stewart's explanation of why journalists have no interest in promoting your company is valuable. Another major theme is her disagreement with media trainers who stress memorizing talking points and sticking to them blindly. She promotes the "organic keyword method." She offers a summary of various journalist types (The Dummy, The What-If Reporter, The Machine Gunner). Her advice about knowing, before calling, what reporters and titles cover can't be repeated enough. Many of her tips are also very practical. Example: CEOs should make calls themselves for interviews, lest they appear self-important. Stewart's best chapter offers a detailed guide for what to do when a reporter's story is unfair or wrong. A "calm, nondefensive approach" is best, she writes. Title Media Training 101: A Guide to Meeting the Press Author Sally Stewart Publisher John Wiley & Sons (October 2003), 244 pages

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