RELEVANT
REVIEWS
Working With
The Media
Media Relations Handbook for Association
Executives
2003. Francis, Barry J.. Toronto, ON:
Canadian Society of Association Executives. 46 pages.
Cerlox bound. http://www.csae.com/bookstore
Price
$39.95
(members)
$49.95
(non-members)
Plus
shipping & handling
Plus
applicable GST/HST
This resource will be of interest to
those inexperienced in working with the media, as well
as a good refresher for those more experienced with
media relations.
What is especially helpful is the sample
wording and practical tips included throughout the
publication. While there are a couple of
checklists/worksheets included, more would have been
helpful.
The various sections are brief and
readable so you don't have to wade through a lot to find
what you are looking for. Links to on-line resources in
each section would have been useful for those seeking to
do more research on specific topics in the publication.
A few real-life examples are included,
such as the memorable "A proof is a proof is a
proof" quote from Prime Minister Chretien during an
interview about whether Iraq had weapons of mass
destruction. Other sections would have benefited from
the inclusion of additional actual examples.
I would have liked to see more coverage
on how to go about distributing a news release. This
addition would have been valuable for the organization
that only occasionally distributes releases.
The publication also makes passing
reference to association executives having relationships
with reporters, but doesn't address how to build those
relationships.
Finally, the section entitled "Some
Things to Avoid" includes items that should be
avoided as well as items that should not be
avoided. As a result, it can be confusing for
the reader. The list of tips is very good, but could be
better labelled e.g. Tips to Consider.
Overall, this publication is a good
resource for association executives and others involved
in media relations. The price tag is a bit high, and
would have been more appropriate had the publication
also included the items I identify above.
Table of Contents
| Foreword |
1 |
| Media
Relations: An Essential Business Tool |
2 |
| The
Journalist's Perspective |
3 |
| Selecting
and Preparing a Media Spokesperson |
4 |
| Choosing
the Right Media |
5 |
| When the
News Media Call |
7 |
| Developing
Your Message |
8 |
| Getting
Your Message Across in a Media Interview |
10 |
| Some
Things to Avoid |
11 |
| Transitions
That Frame Your Message |
13 |
| Tips
for Successful TV, Radio and Print Interviews |
14 |
| Issuing
a News Release |
17 |
| Holding
a Media Conference |
18 |
| Holding
an Editorial Board Meeting |
20 |
| Holding
a Media Briefing |
21 |
| Preparing
a Contributed Article |
22 |
| Crisis
Communications |
23 |
| Handling
Investigative Journalists |
26 |
| Making
the Most of the Web |
28 |
| Measuring
Media Success |
30 |
| Glossary
of Media Terms |
32 |
| About
the Author |
35 |
| Appendices |
|
|
Interview Request Checklist |
37 |
|
Message Development Worksheet |
39 |
|
Sample Media List |
41 |
|
Notes |
43 |
Where the Publication is Available
To order this
publication, visit http://www.csae.com/bookstore
Wayne
Amundson is president of Association Xpertise Inc.
and Publisher/Editor of The
Canadian Association e-zine.
Relevant
Reviews takes an occasional look at publications and
resources of relevance to associations and non-profits.
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