Building Media Relationships

Informationen zum Autor 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 Relations for Schulich School of Business (York University), University of Western Ontario, Ryerson Polytechnic University, and Sheridan College. She currently teaches through the University of Toronto Continuing Studies, Sprott School of Business (Carleton University), Humber College, and Canadian Fundraiser. For over fifteen years, Susan also has designed and delivered hundreds of workshops, presentations, and in-house training programs for corporations, retailers, small business owners, sales professionals, associations, non-profits and government agencies. She is a popular Keynote Speaker and workshop leader for associations, Boards of Trade, and Chambers of Commercein North America. Klappentext 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 wiuth the critical theories and strategies necessary for successful media planning and management. Throughout this editiion, students are exposed to tools and techniques--from the use of media kits, databases, and event planning, to the necessity of research, analysis, and evaluation--that shape the success of media relations professionals and the businesses they represent. This book is a phenomemal resource for students of Communications or Media and Public Relations as well as anyone who is responsible for generating media understanding and coverage. Zusammenfassung Media and public relations is a growing field and programs dedicated to the discipline are offered in several colleges and continuing education programs across the country. Within communications and marketing programs, courses dedicated to media relations are often required to complete the program. In addition, many journalism students also enter the field of media relations upon graduation, and courses can be found in those programs as well.A successful media relations program is the most powerful, cost-effective tool a company can utilize to create an identity or raise a profile; build trust, goodwill, and support; generate sales and raise funds; position themselves as an authority; attract new clients, customers, employees, sponsors and donors; encourage attendance at events; and manage crises. Media relations involve committing to a long-term, comprehensive program, executing the program, and evaluating the results. Susan Sommers has written a book on how to work professionally and productively with the media. This book is designed for anyone who is responsible for generating media understanding and coverage for any corporation, organization, non-profit, or small business, regardless of size or scope. It provides tips, information, and exercises on all aspects of a media relations campaign. Inhaltsverzeichnis Part 1: Understanding Media Relations 1: The Role of Media Relations 2: Understanding the Media 3: Chapter 3: Media Part 2: Developing a Media Relations Program 4: Conducting Research 5: Analyze: Problems, Goals, and Strategies Part 3: Executing a Media Relations Program 6: Developing a Media Database 7: Creating a Media Kit 8: Contacting the Media 9: Managing Media Interviews 10: Staging Media Events 11: Monitoring the Media, Measuring and Evaluating Success Part 4: Issues Management and Crisis Communications 12: Defining Your Issues and Creating a Plan 13: Avoiding/ Preparing for a Crisis and Creating a Plan

Product details

• Authors: Susan Sommers
• Publisher: Oxford University Press
• Languages: English
• Product format: Paperback / Softback
• Released: 30.07.2009
• EAN: 9780195426953
• ISBN: 978-0-19-542695-3
• No. of pages: 264
• Subject: Social sciences, law, business > Business > Advertising, marketing