Introduction

Basics

1.

Communicate!

2.

3.

Don't waste the journalist's time

4.

Try to develop ongoing relationships

5.

Develop an elevator pitch …

6.

… Share the message

7.

No medium is too small

8.

Build a media list

9.

You aren't in control

10.

Your advertising doesn't matter

11.

Create a media kit

Talking to journalists

12.

About reporters

13.

Don't avoid the media

14.

What questions?

15.

"Off the record" isn't

16.

Plan ahead

17.

Practice

18.

Work on a list of good transitions

19.

Be clear, concise, simple and direct

20.

Truth and lies

21.

Don't respond to hearsay

22.

"No comment" is never a good response

23.

Stay cool

24.

Don't let an incorrect statement go unchallenged

25.

In other words …

26.

Don't guess

27.

Test the reporter

28.

Be identified

29.

Get back ASAP

30.

Don't ask for an advance copy of the article

Press releases

31.

What's the point?

32.

Make it look professional

33.

What's the release about?

34.

How to present a press release

35.

Use quotes

36.

Contacts for the press

37.

Find interesting ways to say dull things

38.

Use word pictures

39.

Include photography

40.

More isn't better

41.

Email is good

Press conferences

42.

Why hold a press conference?

43.

Prepare your speakers

44.

Location

45.

Scheduling

46.

The invite

47.

Attendance

48.

The release

49.

On the day …

50.

Go visual