Human communication is a constant, continuous, and dynamic phenomenon. You cannot not-communicate nor can you un-communicate. For an individual entity, there is only ONE communication. Not multiple, not varieties, only one. That one communication is the culmination of all that has been communicated by the entity until the "now" in time. You cannot go back and un-communicate something. You can only begin from the "now" to create the intended outcome. That outcome is always a negotiation with the receiver/audience/community to cultivate an agreed understanding. For a communication professional, understanding this fact is essential. No matter where you work, someone has been communicating something before you began. You cannot un-communicate it. You cannot create a new beginning; but you can begin now to create a new outcome. Research continues into the changes in communication wrought by the Internet and public expectations that are experiencing mercurial change. As best practices are now being developed, the Media Relations Handbook 2e can give you guidance and ideas that will spark your innovation.

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. 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. 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. "[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 "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 "Offers a wealth of practical advice on public relations that will be of benefit to governmental and non-governmental organizations alike." -- Municipal World 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 Summary Table of Contents 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 Complete Table of Contents online at www.MediaRelationsHandbook.com

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. 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. 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. "[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 "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 "Offers a wealth of practical advice on public relations that will be of benefit to governmental and non-governmental organizations alike." -- Municipal World 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 Summary Table of Contents 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 Complete Table of Contents online at www.MediaRelationsHandbook.com

Master Media Relations is a comprehensive strategy for communicating with the media whether on the offensive or the defensive. This book supplies professionals across many diverse fields with the tools they need to generate good publicity, deflect negative coverage, answer questions on the fly, and handle reporters under any given circumstance. Public officials, law enforcement agents, attorneys, business owners, administrators, non-profits, and all spokespersons will learn from this guide how to steer the direction of a news story. Master Media Relations educates news sources on the realities and fundamentals of media contact: How to handle media interviews How to derail negative publicity How to manage public information in a crisis situation How to craft a story idea to promote an agenda or project How to build a relationship with reporters How to counteract errors and misquotes How to prepare for televised interviews and photos How to write effective press releases and take quality news photos

ORGANIZATIONAL REPUTATION MANAGEMENT Teaches public relations through the management of relationships with key organizational publics, perfect for business and management students Organizational Reputation Management: A Strategic Public Relations Perspective presents comprehensive coverage of how corporations, governments, and non profit organizations build and maintain their reputation. This unique textbook provides students with a solid understanding of the function of public relations as a strategic activity, as author Alexander V. Laskin offers a real-world relationship management perspective while employing an innovative approach to defining and analyzing reputation. Student-friendly chapters introduce all essential concepts of reputation management, describe the entire process of reputation management, help future organizational leaders appreciate the importance of reputation, explain measurement and evaluation methods, and define organizational reputation through relationships with key stakeholders such as investors, employees, and customers. Designed to be used with the PRSA MBA/Business School Initiative curriculum, Organizational Reputation Management demonstrates how to apply the Research, Planning, Implementation, and Evaluation (RPIE) process, the Paid, Earned, Shared, and Owned (PESO) communications model, the Barcelona Principles, and other key public relations concepts in the context of organizational reputation. Organizational Reputation Management: A Strategic Public Relations Perspective is the ideal textbook for undergraduate and graduate courses in reputation management, public relations management, and strategic communication.

In addition to traditional management tools, government administrators require a fundamental understanding of the tools available to address the ever-changing context of government communications. Examining the ins and outs of the regulations influencing public information, The Practice of Government Public Relations unveils novel ways to integrate cutting-edge technologies—including Web 2.0 and rapidly emerging social media—to craft and maintain a positive public image. Expert practitioners with extensive government communications experience address key topics of interest and provide an up-to-date overview of best practices. They examine the specifics of government public relations and detail a hands-on approach for the planning, implementation, and evaluation of the wide-ranging aspects of government public relations—including how to respond during a crisis.In addition to the tools provided on the accompanying CD-ROM, most chapters include a Best Practice Checklist to help you successfully utilize the communication strategies outlined in the book. Focusing on the roles of government managers enacting policies adopted by elected officials and politicians, this book is ideal for program managers seeking innovative and inexpensive ways to accomplish their programs’ missions. While no manager can be an expert in all aspects of public administration, this book helps you understand the external communications tools available to advance the mission and results of your agency.