Preface
Author Bios
Acknowledgments
SECTION 1. THE IMPORTANCE OF MEDIA RELATIONS
1. What Does It Mean to Practice Media Relations?
Defining Media Relations
What Media Relations Does Not Mean
Media Relations Is Not Publicity
Media Relations Is Not Public Relations
Media Relations Is Not Media Training
Not Everyone is Capable of Conducting a Media Relations Campaign
Social Media Has Not Made Media Relations Obsolete
What Does It Mean to Practice Media Relations?
Proactive
Hitchhiker
Reactive
Passive
Why Are We Concerned With Effective Media Relations?
Media Relations Creates Awareness
Media Relations Creates Information Credibility
Media Relations Is Cost-Effective
Effective Media Relations Can Mitigate Crises
Sustained Media Relations Can Impact Audience Attitudes
Media Relations Lets You Tell the Story of an Organization
The Plan Moving Forward
Key Concepts
Challenge Case
2. Media Relations in the Era of Information
3. The Marketplace of Information
Paid, Owned, Shared, and Earned Media
Paid
Owned
Shared
Earned
Why Are We so Concerned With Media Relations--or Earned Media?
The Value of Media Relations to an Organization
Key Concepts
Challenge Case
SECTION 2. WHAT YOU NEED TO KNOW TO PRACTICE EFFECTIVE STRATEGIC MEDIA RELATIONS
Theory in Media Relations
What Makes a Theory a "Good" Theory?
The Goal of a Theory Is to Explain
The Best Theories Make Connections
A "Good" Theory Will Help Make Those Connections for Us
Why Theory Is Important to Media Relations
Theories That Help Structure Media Relations
Two-Step Flow Theory
Agenda Setting and Agenda Building
Framing Theory
Source Credibility and Information Subsidies
Cumulative Effects Theory
Social Exchange Theory
Relationship Management Paradigm
Theories of Media Relations
Model of Media Relations
Journalist-Centric Media Relations Model
Development of Expectations Management Theory
"If You want to Truly Understand Something, Try to Change It"
Key Concepts
4. Understanding Audiences
Understanding the Makeup of an Audience
How Is a Public Different From a Stakeholder?
What Is a Constituency?
Media Relations Focuses on Audiences
Defining Our Audiences
Internal Audiences
External Audiences
Types of Audiences to Consider
Finding the Right Mix of Media Through Research
Audience Objectives
Transparency in Media Relations
Key Concepts
Challenge Case
Resources for Communicating During a Crisis
5. The Relationship Between Media Relations Practitioners and Journalists
A Quick History of the Relationship Over the Last Century
Factors Affecting the Relationship
The Relationship Today
Hope Moving Forward
Importance of Source Credibility
Source Credibility Defined
Do Journalists See Us as Credible Sources Today?
What the Research Means for Media Relations
Building Relationships for Media Relations
Cultivating Journalists and Others in the Media
A Starting Point in Building the Relationship
Know What They Write
Start Interacting Slowly
Work to Be Helpful
Be Aware of Contact Preferences
And So Many More
Will You Be Working With Digital Influencers?
Media Catching as a Relationship-Building Strategy
How Media Catching Sites Work
Usefulness of Media Catching
Key Concepts
6. Ethics
Personal Ethics
Professional Ethics
Field Ethics
The Embargo
Exclusives
No Comment
Stealing Thunder
Pay for Play
Off the Record/Anonymous Sources
Blacklists
A Few Notes on Laws Relating to Media Relations
Key Concepts
Challenge Case
Resource for Public Relations Law
SECTION 3. EXECUTING MEDIA RELATIONS
7. Assessing News
What Is Newsworthiness?
General Factors of Newsworthiness
Differences in Perception of News
Survey of Opinions
What Does This Mean to Us?
Actual Use in Media Releases
What Does This Mean to Us?
Viewing Newsworthiness From an Organizational Perspective
Viewing Newsworthiness From Journalists' Perspectives
Internal Forces
External Forces
Commonalities of Newsworthiness Across Media
Thinking Strategically: All News Media Need Content
Differences Across Media Vehicles
Deadlines
Fit
Format Variables
Audience Interest
Key Concepts
Challenge Case
8. Managing Goals, Objectives, and Expectations
Connecting to Organizational Goals Is Essential
Defining Goals, Objectives, and Strategies
Defining Goals and Objectives
Thinking Strategically
Strategy Is the Step Between Goals and Objectives
Successfully Connecting Media Relations to the Whole
Defining the Problem or Challenge
Determining If Media Relations Can Help
Making the Most of Media Relations
Helping Ourselves by Writing Useful, Targeted, and Measurable Objectives
Managing Organizational Expectations
Key Concepts
Challenge Case
9. Tools of the Trade
Thinking About Writing
Thinking About Written Tools as Subsidies
The Press Release
Using the Press Release
Primary Subsidies
Secondary Subsidies
Focused Subsidies
The Boilerplate
The Media Kit
Traditional Tactics
Online Tactics
Key Concepts
Challenge Case
10. Reaching Out, Making Contact, Earning a Response
Who to Target?
The Importance of Relationships
Crafting a Pitch
Establish a Connection
Pique Their Interest
Provide Information
Elicit a Response
More Thoughts on Crafting a Pitch
How to Reach Out and Stand Out
The Social Media Pitch: When and How to Use It
Being a Steward to Your Story
Key Concepts
Challenge Case
11. A Proactive Approach to Measurement and Evaluation
Before We Begin
Initial Steps Toward Media Relations Measurement
Why We Should Measure
Traditional and Nontraditional Forms of Media Relations Measurement
Tracking Output
Tracking Outcomes
Type 1: Manifest Attributes--Your Entry-Level Evaluation
Type 2: Taking the Next Step--Latent Content
Type 3: If We Have the Time and Budget
Some Common Mistakes in Measurement
Setting Yourself Up for Success
Defining ROI in Media Relations
Measuring Knowledge
Measuring Attitude
Measuring Behavior
Key Concepts
Challenge Case
Resources for Public Relations Research and Measurement
SECTION 4. THINKING ABOUT VARIED AUDIENCES
12. Adapting Your Media Relations Program
Becoming a Flexible Media Relations Practitioner
Sports Media Relations
Entertainment Media Relations
Crisis Media Relations
Government Media Relations
Being Adaptable in the Modern Environment
The Impact of Integration
Content Marketing
The Next Generation of Communication Technologies
Key Concepts
Challenge Case
13. Engaging With Diverse Audiences
The Diversity of Journalists as an Audience
Characteristics of Journalists
Differences in Media Type
Differences in Experience
Multiple Approaches to Storytelling
Engagement With Audiences
Diversity of Audiences
Nontraditional Audiences
Social Media
A Final Word on the Diversity of Audiences
Diversity of Media
Traditional "Ethnic" Presses
International Audiences in the United States
International Audiences Abroad
Key Concepts
Challenge Case
14. Case Studies for Discussion
Introduction and Acknowledgments
Using These Case Studies