Publications
Media Relations Handbook (Hardbound)
For Agencies, Associations, Nonprofits and
Congress
"The Big Blue Book"
By Bradford Fitch Foreword by Mike McCurry
Contributing Author:
Beth Gaston
Next to the AP Style Guide,
the Media Relations Handbook is arguably the most valuable reference available for any public affairs officer, press secretary or Beltway PR professional.
Hardbound,
out of stock ISBN 10: 1587330032 ISBN 13: 978-1-58733-003-2 LCCN: 2003113070 OCLC: 54982382 Dimensions: 7.2 x 10.25 x
1.1 Available from your bookseller or online
The Media Relations Handbook is required reading for Capitol Hill press secretaries, federal agency public affairs officers, political campaign spin doctors, nonprofit PR professionals, lobbyists or anyone involved in garnering media coverage. In this Handbook, Bradford Fitch explores theory and practice, discussing general principles and illustrating each point with real-life examples.
America
was founded by a public relations campaign. Certainly General George Washington's army played an important
role as well in freeing the colonies from British tyranny. But it was Thomas Paine's pen, through his pamphlet
Common
Sense, which motivated thousands of colonists to join the rebel army
to fight for the cause of liberty against their British cousins.
It's
strange to think that public relations existed two hundred years ago,
yet Common Sense was the first
mass media campaign on American soil. In a nation of three million, an estimated 400,000 copies of the
40-page pamphlet were printed. That would be the modern day equivalent today of about 40 million voters
watching the same 30-minute documentary calling on them to overthrow
their government -- and most of them supporting the idea.
From
cave drawings to the printing press to the Internet, leaders and their
acolytes throughout human history have combined persuasive ideas and
available technology to communicate those ideas to those they wish to
influence. In a democratic
context, the process takes on larger meaning, as the goals of the
persuader are often intended to better the human condition, right a
social wrong, or protect an unsuspecting public from some menace.
We
think of public relations as a
craft invented in the 20th Century by people like Edward
Bernays, sometimes called the "Father of Public Relations." The writings and tactics of this first great thinker and
practitioner in the industry redefined both government and corporate
communications in America. Bernays
(who was also the nephew of Sigmund Freud) defined the topography of our
profession through his concept of "engineering consent," and the
fundamental tools of press releases and photo opportunities that he
perfected are still staples today.
Yet
whether we use pen, pamphlet and horseback or web site and satellite to
carry the message, the basic principles remain the same. The great journalist Walter Lippmann said the question his
communications profession faced was "what to say and how to say it." Communicators using public relations face the same question, but
must add a twist: "to
what end?" In public
affairs, our objective must have some purpose, because the results of
our work can have significant consequences. Through the communications of certain facts and how they are
presented, people will vote for a candidate, contribute to a nonprofit,
join an organization, or take up arms against their government.
This book is for those who are seeking
the most effective means to communicate on behalf of a government
agency, a national association or nonprofit, or an elected official. It will help you channel your hot passion with the cool guidance
that has been gleaned through others' experience.
The
author professes no unique insight into media relations in public
affairs. Rather, this book
is an amalgamation of the collective wisdom of hundreds of public
relations professionals in the worlds of government and politics. It is an overview of the ideas that have become the accepted
rules of communications in Washington, presented in one volume.
Soon before his death in 1995 at the
age of 102, Edward Bernays was asked for his definition of a "public
relations person." He
scoffed at the notion that anyone who could write something down in a
press release and hawk it to a newspaper could qualify for what he
considered a meaningful calling. "A
public relations person ... is an applied social scientist who advises a
client or employer on the social attitudes and actions to take to win
the support of the publics upon whom his or her or its viability
depends."
[1]
In the world of public
affairs, the "viability" of the cause often has greater meaning to
us and to others than those causes in related public relations fields. We are not selling soap -- we're selling ideas to improve the
world. We promote a Member
of Congress who wants to cut taxes; a nonprofit executive who wants to
stop a timber company from clearing a thousand year-old forest; an
association executive trying to build a coalition to lobby against
federal regulations; or a federal agency trying to convince an industry
that those same regulations might save lives and property.
The
public relations profession in Washington is often derided as populated
by nefarious characters, willing to say anything to promote their
agenda. Like most
caricatures of Washington politics, this is exaggerated and largely
inaccurate. We may not be the direct descendants of Thomas Paine, but our
lineage is closely connected. We
mostly advance our employer's objectives because we believe in their causes; we share their faith that our goals are
just and their achievement will make things better ... if only a little
bit. We like the idea that
we can make a difference.
To
do that, you have to know how. This
book is a tool in that undertaking.
"[T]his book will be of value to students and professionals of political
communications and public relations. Summing up: Recommended.
Upper-division undergraduate through professional collections."
--
CHOICE (click for full review)
"Although targeted for new media relations staff or ones starting a new press office, even the most experienced public information
officer can learn from this book." -- Gene Rose, Director of Public Affairs, NCSL,
in State Legislatures
magazine, December 2004 (click
to see full review - pdf )
"Want to become a media relations ace? Here's expert advice.
The book is loaded with tips for corporate communicators as well.
Impact recommends it highly." -- Impact (Public Affairs Council), July/August 2004
"The 'bible' of media relations and a must for anyone charged with the
responsibility of successfully dealing with (and utilizing) the media
for their agency, group, or cause." -- Midwest Book Review, June 2004
"Offers a wealth of practical
advice on public relations that will be of benefit to governmental and
non-governmental organizations alike." -- Municipal World, July 2004
"Great advice for beginners and
experienced media hands. If you are a media relations
professional--either beginner or seasoned veteran--this is the book for
you. Brad Fitch, who spent many years fielding reporters' tough
questions on Capitol Hill, has written a timely, practical guide to
handling media relations that is filled with solid professional advice.
What goes into a press release? How do you develop a strategic message?
You've got a digital camera and a fax machine, but what else does your
office need to effectively handle the media? Before you start talking to
a reporter, do you know the difference between 'on the record,' 'off the
record,' and 'background'? When there's an immediate crisis in your
organization, what are the eight mistakes that you absolutely must
avoid? How do you handle your paranoid boss when he or she has to
confront the press? You'll find the answers to these and many other
everyday problems in this book. Fitch also gives valuable advice on how
to set up an effective website and how to use e-mail for optimum
communications. Excellent book for professionals who work in federal or
state agencies, trade associations, non-profits, state legislatures or
Congress. It's the only handbook you'll ever need." -- Dennis W. Johnson, college
professor and former Capitol Hill senior staffer
"Provides valuable advice for those
who flack for a living." -- Roll Call, April 21, 2004,
page 3 and
page 22 (pdfs)
"A superb blend of
theory and practice, written by someone who uses words like Gallup uses
polls." -- Steve O'Keefe,
author
"Complete
Guide to Internet Publicity" and Adjunct Faculty, Tulane
University College
"Uncertain how to interest the press in your pressing issue?
Having difficulty preparing your media-unfriendly boss for a tough
interview? Worried about the next communications crisis and how to
handle it? Brad Fitch answers those questions and many more in this
crisp, clear and completely useful book." -- Tucker Carlson, TV analyst, author
"A seminar from TheCapitol.Net is one of the best ways to learn from the experts about
how Washington really works. Now all that insight and information has been
packed into this invaluable volume. I suggest you read it, and become your own
expert." -- Steven V. Roberts, syndicated columnist, TV and radio analyst,
college professor
"Brad Fitch has performed an admirable public service by giving public relations students and professionals alike
an indispensable tool. His book provides a road map on both the practicalities and principles of PR, and he shows that honest PR is not an oxymoron. Now it's up to all of us in the media and spin industries to keep our end of the bargain." -- Ed Henry,
Congressional Correspondent, CNN (formerly Senior Editor of
Roll Call)
"This volume is an invaluable road map to
the mean streets of a city where information is power and power is
everything. Brad Fitch has written a rich 'how-to' lesson for pros and for
novices who must negotiate the competitive landscape of America's new
media." -- Ann Compton,
White House Correspondent,
ABC News
"Media Relations Handbook is to
political campaigns what The Art of War is to military campaigns:
an
essential strategic reference that winners should never be without." -- James Carville, TV analyst, author
"In the Media Relations Handbook,
author Brad Fitch effectively presents practical
ideas and tips on how to properly conduct media
relations. ... The book is a comprehensive and
recommended read for anyone interested in learning
more about public relations and how people and
organizations should conduct their relationships with
the media." --
James J. Casey, Jr., Wisconsin Lawyer, April 2006
Introduction
Foreword Ch. 1 First Steps
Ch. 2 Tools of the Craft
Ch. 3 Developing a Message and Communications Plan
Ch. 4 Interacting with Reporters
Ch. 5 Overview of the Media: Print, Radio, and TV
Ch. 6 Web-Based and Online Communications
Ch. 7 Dealing With the Principal
Ch. 8 Interview Preparation
Ch. 9 Internal Issues: Experts, Policy, Numbers, Leaks, Lawyers and Language
Ch. 10 How to Interact with Congressional Campaign Operations
Ch. 11 Communications in a Federal Agency
Ch. 12 Crisis Communications in Public Affairs
Ch. 13 Ethics in Public Affairs Appendices
Glossary
Epilogue
Index
Table of Contents
Introduction Foreword
Chapter 1 First Steps 1.1 Introduction 1.2 Matching Convictions with A Job 1.3 Getting to Know the Principal 1.4 Assessing Your Strategic Position & Historical Record 1.5 Learning the Office Strategic Goals 1.6 Assessing the Issue Terrain 1.7 Conducting a Resource Assessment 1.8 Asset Inventory 1.9 List Building 1.10 Sample Database Checklist 1.11 Media Directories 1.12 Getting to Know Your Reporters 1.13 Internal Politics 1.14 Creating a Communications Plan 1.15 Finding Teachers and Allies 1.99 Chapter Summary
Chapter 2 Tools of the Craft 2.1 Introduction 2.2 The First Tool: The Written Word 2.3 How to Test Your Document's Readability 2.4 Press Release 2.5 Email Press Releases 2.6 Sample Press Release 2.7 Press Advisory 2.8 Sample Press Advisory 2.9 Backgrounders 2.10 Op-eds 2.11 Letters to the Editor 2.12 Speeches 2.13 Press Conferences/Events 2.14 Press Conference Checklist 2.15 Photography 2.16 How NOT to Do Congressional Direct Mail Pieces 2.17 Newsletters 2.18 Radio Feed 2.19 Television Feed 2.20 Video News Releases (VNR) 2.21 Public Service Announcements 2.22 Tracking and Filing Systems 2.99 Chapter Summary
Chapter 3 Developing a Message and Communications Plan 3.1 Introduction 3.2 The Message 3.3 How the Word "Campaign" is Used in This Chapter 3.4 Strategic Message Development 3.5 Campaign Message Development 3.6 The Tully Message Box 3.7 The Limits of Message 3.8 Developing a Communications Plan 3.9 How to Do Everything Right and Still Fail -- Or, Getting O.J.'ed 3.10 How To Connect Your Message With Your Audience? S-E-D-A-T-E Them 3.11 Taking Advantage of Opportunities 3.12 Connecting the Message to the Meaningful 3.99 Chapter Summary
Chapter 4 Interacting with Reporters 4.1 Introduction 4.2 Pitching a Story 4.3 Steps to Pitching a Story 4.4 How to Determine a Reporter's Interest 4.5 Handling Reporter Calls 4.6 Tips on Talking to a Reporter 4.7 Handling Negative Stories 4.8 Issuing Written Statements Versus Doing Interviews -- Sometimes Less is More 4.9 Arguing with the Media 4.10 Common Reporter Problems 4.11 Minnesota -- Land of 10,000 Lakes & News Justice 4.12 "Off the Record" 4.13 Off the Record -- Glossary 4.14 Using Embargoes 4.15 Dealing with Trade or Specialty Press 4.16 Becoming Friends 4.99 Chapter Summary
Chapter 5 Overview of the Media: Print, Radio, and TV 5.1 Introduction 5.2 Print Medium 5.3 Where Americans Get Their News 5.4 Fixing a Story After It's Been Printed…In the First Edition 5.5 Daybooks 5.6 Television Medium 5.7 How to Understand Television Ratings 5.8 Live TV/TV Talk Shows/24-Hour Cable Networks 5.9 When to Pitch a TV Station 5.10 Radio Medium 5.11 Radio Talk Shows 5.99 Chapter Summary
Chapter 6 Web-Based and Online Communications 6.1 Introduction 6.2 The Differences Between Old Media and New Media 6.3 Web Communication versus Traditional Communication 6.4 Communicators and Visitors Goals 6.5 Five Management Principles of Online Communications 6.6 Five Building Blocks of Public Affairs Web Sites 6.7 Sources for Best Public Affairs Web Sites Listings 6.8 Tracking and Adjusting Your Site 6.9 Accessibility and Web Sites 6.10 "Cookies" 6.11 Privacy 6.12 Principles of Public Affairs Email and Viral Marketing 6.13 Tips for Email and E-newsletters 6.14 Web Site as Journalist Resource 6.15 How to Connect Off-line Activities with Online Assets 6.16 The Little Web Site That Could 6.17 The Future 6.99 Chapter Summary
Chapter 7 Dealing With the Principal 7.1 Introduction 7.2 Developing a Relationship 7.3 Assessing Strengths and Weaknesses 7.4 "They're Out to Get Me" -- Dealing with the Paranoid Principal 7.5 "It's Not Good Enough" -- Dealing With The Media Hog 7.6 "Reporters Aren't Interested In Me" -- Dealing with the Media Mouse 7.7 How to Defuse the Exploding Principal 7.8 "Unofficial" Interactions 7.9 Appreciate That Principals Are Real People 7.99 Chapter Summary
Chapter 8 Interview Preparation 8.1 Introduction 8.2 Assessing the Reporter's Questions 8.3 Additional Sources on Preparing for and Conducting Media Interviews 8.4 Pre-Interview Preparation 8.5 Steps for Interview Preparation 8.6 Preparation Sessions 8.7 Tips to the Principal for Appearing on Television 8.8 Preparing for the Negative Interview 8.9 Tips to the Principal for Various Types of Interviews 8.10 Preparing for the Ambush Interview 8.11 Media Training 8.12 Things to Monitor During the Interview 8.99 Chapter Summary
Chapter 9 Internal Issues: Experts, Policy, Numbers, Leaks, Lawyers and Language 9.1 Introduction 9.2 Gathering Information from Experts 9.3 Interpreting & Translating Information 9.4 Translating Technical Information into Plain English 9.5 How to Use Numbers 9.6 Potential Message Conflicts with Policy Staff 9.7 Lawyers 9.8 Leaks 9.9 Trial Balloons 9.10 Rogue Press Secretaries 9.11 Motivating Staff with Press Coverage 9.99 Chapter Summary
Chapter 10 How to Interact with Congressional Campaign Operations 10.1 Introduction 10.2 Getting to Know Your New Partners: The Campaign Team 10.3 Role of Consultants 10.4 Merging Policy Message with Campaign Message 10.5 Polls and Policy Positions 10.6 Self Research 10.7 Use of Congressional Press Clippings in a Campaign 10.8 Campaign Attacks on the Member's Official Activities 10.99 Chapter Summary
Chapter 11 Communications in a Federal Agency 11.1 Introduction 11.2 What's Different About Federal Agencies 11.3 "Communicators Guide" by the Federal Communicators Network 11.4 The Bureaucracy 11.5 Information Flow: How to Stay Informed 11.6 Freedom of Information Act Requests (FOIA's) 11.7 Civil Service Professionals, Political Appointees, and Political Events 11.8 Summary of Hatch Act 11.9 Public Information Campaigns to Change Behavior 11.10 The Greatest Public Relations Challenge: When Government Works 11.99 Chapter Summary
Chapter 12 Crisis Communications in Public Affairs 12.1 Introduction 12.2 Preparing for the Crisis--Crisis Communication Plan 12.3 Recognizing the Crisis & Adapting the Organization 12.4 Getting the Boss to Admit the Crisis Exists 12.5 Types of Communications Crises in Public Affairs 12.6 Systemic Crises 12.7 Contrasting Case Studies: Systemic Crisis -- Exxon and Tylenol 12.8 How to Use a Web Site in a Crisis 12.9 Adversarial Crisis 12.10 Image Crisis 12.11 Travel Advisory -- How to Avoid Travel Scandals 12.12 Image Crisis--Rules When You're Wrong 12.13 Contrasting Case Studies: Congressional Sex Scandals -- Barney Frank & Gary Condit 12.14 Image Crisis--Rules When You're Right 12.15 Eight Mistakes to Avoid in a Crisis 12.16 Transparency of Motive 12.99 Chapter Summary
Chapter 13 Ethics in Public Affairs 13.1 Introduction 13.2 The Current Ethical Environment in Public Affairs 13.3 Ethical Duties of a Public Relations Professional 13.4 Common Ethical Challenges 13.5 Ethical Choices 13.6 Sources for Ethics & Public Affairs 13.7 Conclusion 13.99 Chapter Summary
Bradford Fitch is
CEO of Knowlegis. He was formerly Deputy Director for the Congressional Management Foundation
(CMF), a nonprofit, nonpartisan education organization
in Washington, DC, that provides training, consulting, and research to improve the management of congressional offices.
He began his career in communications at age 14, reading statistical summaries of high school basketball games for his hometown radio station in upstate New York. After working as a radio and television reporter in the mid-1980's, Brad began working on Capitol Hill in 1988. During his 13 years on Capitol Hill, he served in a variety of positions for four Members of Congress, including: press secretary for a House Member, campaign manager for a House Member, communications director for a House committee, communications director for a U.S. Senator, legislative director for a House Member, and chief of staff for a freshman House Member. He left Congress in 2001 to work for
CMF, where he writes publications on congressional management, conducts training programs for
congressional staff, and provides confidential consulting to Members of Congress.
Brad received his Bachelor's degree from The Johns Hopkins University and his Master's degree in Journalism and Public Affairs at American University. He has taught at American University since 1997, and
he is currently an Adjunct Associate Professor where he teaches a course he designed,
Ethical Persuasion.
.
. .
Please note that in the Acknowledgements, "Beth Gasten" should be "Beth
Gaston", where the Author wrote:
"And, this book would have been
considerably weaker if it were not for the enormous and important
contributions of fellow public relations professional, Beth Gaston.
In addition to co-writing Chapter 11, her exhaustive editing and
diverse perspective improved the work significantly and I'm grateful
for her efforts."
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Media Relations
Handbook By Bradford Fitch Foreword by Mike McCurry
Contributing Author: Beth Gaston
Hardbound,
out of stock
Hardbound: 368 pages ISBN 10: 1587330032 ISBN 13: 978-1-58733-003-2 LCCN: 2003113070 OCLC: 54982382 Published 2004 Dimensions: 7.2 x 10.25 x
1.1 Weight: 2.1 pounds
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Bradford Fitch is
CEO of Knowlegis. He was formerly Deputy Director for the Congressional Management Foundation
(CMF), a nonprofit, nonpartisan education organization
in Washington, DC, that provides training, consulting, and research to improve the management of congressional offices.
