"Press Here! Is a modern day media relations survival handbook. It provides straightforward and practical advice for dealing with the press - from TV journalist to local newspaper reporter. Packed with useful tips and techniques, it should prove an invaluable tool for anyone who has to work with the press. The case studies, though hypothetical, are clearly drawn from Annie Gurton's 20 years of front line experience. A must for any aspiring PR professional or marketing manager." Andrew Smith, Business Group Director, Brodeur A Plus Press Here! - the essential guide to working successfully with journalists to achieve free editorial publicity for your product or service. Ideal for marketing novices and PR trainees, as well as updating those with years of practical experience. This revised second edition of Press Here! includes a section on computer aided PR which explains how to use the internet and email to reach journalists and spread the word. Journalists are notoriously difficult to work with and many are openly hostile to PRs. This book explains WHY they feel like that, and WHAT you can do to make your approach more appealing to them. It tells you HOW you can convey your message, and WHAT your message should include. Using several well-proven methods for message development and giving crucial advice on handling interviews, Press Here! succinctly explains: * how to plan a successful media campaign* how to develop your messages so they appeal to journalists* how to write a press release so it gets noticed* how to plan and manage a successful press event* how to use the internet effectively* how to deal with problems or negative publicity with case studies to highlight key points, and hints and tips on every page from journalists and PR professionals.
Preface / Case studies 1. Understanding journalists - what are they like? 2. Develop your media plan 3. Your strategy 4. Develop your message 5. Making contact 6. The interview 7. Computer-aided journalism (CAJ) 8. Following up 9. Damage limitation 10. The role of PR professionals Appendices