Media relations handbook for agencies, associations, nonprofits, and Congress

Introduction

Foreword, by Mike McCurry

Chapter 1 First Steps
section title
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
section title
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 Release (VNR)
2.21 Public Service Announcements
2.22 Tracking and Filing Systems
2.99 Chapter Summary

Chapter 3 Developing a Message and Communications Plan
section title
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
section title
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
section title
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
section title
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
section title
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
section title
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
section title
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
section title
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
section title
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 FOIA References
11.8 Civil Service Professionals, Political Appointees, and Political Events
11.9 Summary of Hatch Act
11.10 Public Information Campaigns to Change Behavior
11.11 The Greatest Public Relations Challenge: When Government Works
11.99 Chapter Summary

Chapter 12 Crisis Communications in Public Affairs
section title
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 Crises
12.10 Image Crises
12.11 Travel Advisory -- How to Avoid Travel Scandals
12.12 Image Crises--Rules When You're Wrong
12.13 Contrasting Case Studies: Congressional Sex Scandals -- Barney Frank & Gary Condit
12.14 Image Crises--Rules When You're Right
12.15 Eight Mistakes to Avoid in a Crisis
12.16 Transparency of Motive
12.99 Chapter Summary

Ch. 13 Honest Spin: The Ethics of Public Relations
section title
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

Appendices

* Appendix 1: Thirteen Rules of Public Relations
* Appendix 2: Glossary
* Appendix 3: Public Relations Society of America Code of Ethics
* Appendix 4: Your Right to Federal Records: Questions and Answers on the Freedom of Information Act and Privacy Act (General Services Administration and the U.S. Department of Justice)

Epilogue: "Remember Gunter Schabowski"

Index