Media relations professionals must know how to stay ahead of the game to be effective in today's complex world. It is no longer enough that they craft news releases, orchestrate interviews and build sustaining relationships with reporters. Their multiple roles now include planner, crisis manager, communicator, counselor and strategist.
Called "virtually an encyclopedia of media relations" by one reviewer, the Fifth Edition covers relationships with reporters, spokesperson training, news conferences and special events, integrating media relations into marketing communications plans, crisis management, global media relations, ethics, establishing a media policy within the organization, measuring results and becoming a counselor to management. Its practical advice and how-to ideas draw on current case studies, most involving social media, and the authors' extensive experience in the U.S. and around the world.
With a clear and fast-moving style, the Fifth Edition maintains its status as the foremost book on media relations in the corporate and nonprofit sectors. It is a must-read for prospective and current media relations professionals dedicated to maximizing their organization's results.
Title of related interest from Waveland Press: Gower, Legal and Ethical Considerations for Public Relations, Second Edition (ISBN 9781577665540).
"Every student of public relations, whether a seasoned practitioner or a first-year student, should read this book." -- Dr. Don Ranly, University of Missouri School of Journalism
"Loaded with well-written, how-to ideas from two media pros, this book pays for itself in five minutes." -- communications briefings
"It would take years of painfully learning from your mistakes to develop the knowledge about working with the media that has been assembled in On Deadline." --Public Relations Journal
"A resource fresh in insight and brimming with practical examples that will prove valuable to the novice and seasoned professional alike.... This book is not about publicity, it's about strategy. It's not about counting column inches, it's about building a solid, results-oriented program geared to meeting a company's business goals." --IABC Communication World
"[Howard and Mathews] have more experience dealing with the media than do the staffs of many corporate PR departments. Their carefully focused book on this important function of public relations is one of the most comprehensive, practical and well-written presentations on media relations that we have." --Ragan Report
