Below is the complete
Table of Contents from
Winning with the News Media
2005
Edition
Copyright © 2005, 2001, 1999, 1996
This website contains extensive excerpts from a number of
chapters in the book. Links to those chapters are underlined below and are also in
the navigation bar at the left of each page in this site.
Section One - STRATEGY
Accuracy
If That's The Story, I
Must
Have Been Somewhere Else
The news media claim to worship accuracy. You may
have
a different view. Basic strategy for dealing with reporters' preconceptions, inexperience,
prejudices, incompetence.
Crisis Management
Survival Often Hinges on
What
You Do & Say in the 1st Hours
Determining that you have a crisis is one of the
toughest steps. A lengthy checklist to help you design a written plan to
manage a major crisis. Recent case histories.
Ethics
Do The Media Make Up
the
Rules As They Go Along?
Rules reporters and editors live by. What to expect.
Advance questions, staging, moonlighting and doctored pictures. Full text of
both print and electronics journalists' Codes of Ethics.
Fighting Back
I'm Mad as
Hell and I’m Not
Gonna Take It Any More
When the story is inaccurate or unfair, you need to
complain. Who, what, when, where, and how to do it. Proving your case. Working your way
up the hierarchy.
Lawyers & Lawsuits
In a Media
Crisis, Your
Lawyer Will Be Wrong
When a lawsuit looms,
CEOs too often abdicate to
their lawyers. Understanding where the attorney is
coming from -- and balancing court vs. media damage.
Media Policy
You Mean I Can't
Tell Them to Buzz Off?
Determining whether you need a written policy for dealing
with the media. Areas it should cover. Educating your
staff so they know what it really means. Model policies.
PIOs
What Exactly Do
Public
Information Officers Do?
Do you need a
PIO? The PIO's function. Qualifications
to look for. The PIO's position in the chain of command.
Different perspectives for government and private industry.
Selling Your
Story
Wow! Have I Got
A Story for You!
What editors want. The editing hierarchy. When and
how to approach them. News pegs, ride-alongs and stereotypical stories
editors love. A checklist of opportunities for coverage.
Ten Commandments
Basic
Techniques for
Better Media Relations
Understanding how editors and reporters think.
Guidelines for coping with their idiosyncrasies. Quicksand and tribal taboos. Tactics that
touch hot buttons or tap the media's blessing.
Jump Back to
Top of Strategy Section
Jump Down to Inside the Media Section
Section Two - SKILLS
Defending Yourself
Ambush
Interviews
And Other Traps
Options when you're ambushed. Coping with
questions from left field. Deciding whether to talk. A
checklist for responding to media allegations.
Good
Guys/Bad Guys
Saints and
Sinners As
The Media See Them
How reporters size you up within minutes.
Personality traits they love and hate. How that
first impression will affect this and all future media stories about you and
your organization.
Interviews-Broadcast
It's
Conversation While
The Camera Eavesdrops
Changing your mind-set for broadcasting's intimacy.
Exercises to condense your thoughts. Where and when
to do the interview. The FACE Formula & Sony Sandwich. Cheat sheets. Clothes, makeup, visual symbolism.
Interviews-General
Quotable Quotes
That
Won't Be Misquoted
Guidelines for better interviews. Calming the
fight-or-flee reaction. Pre-interview-interviews.
Learning to talk media language. A list of
feeling words for the Sony Sandwich.
Interviews-Print
No, You Can't
Talk
To My Psychiatrist
Coping with print's quest for trivia. How print reporters
differ from those in broadcasting. Advance work before the interview, and setting boundaries. Written statements.
News Conferences
Stage Productions
That Sing and Dance
How to produce a news conference that works. The
script, the cast, the stage, the props. You also need
timing, a director, a final curtain, and lots of visuals
in persuasive press packages.
News Releases
Save The Forests --
Stop PR Junk Mail
News releases by the millions are cranked out every
day. Most of them go straight into editors' trash cans.
When to use them, how to write them. Alternatives.
Off-the-Record
Guerilla
Tactics for Leaking So
Plumbers Can't Find the Source
How to do it so you won't get hurt. Basic rules for
talking to reporters in confidence. Variations on the
theme. How to negotiate a contract that will be
honored by both sides.
Speeches
Waking Up the
Photographers
Writing a speech so TV photographers will be sure to
shoot the important parts. Getting maximum media
coverage. Speaking techniques and wireless mikes.
Talk Shows
Learning to Be
Acceptably Rude
TV and radio talk show techniques. How to get on them.
Conditioning yourself for the studio, the host and other
guests. How to look good and make your point effectively.
Jump Back to theTop of This Page
Jump Back to the Skills Section
Section Three - INSIDE THE
MEDIA
Editing
Did I Really
Say That?
How they'll edit what you say. A sample interview and
the finished story. Visual shorthand and sleight-of-hand.
Headlines, cutaways and reverses. Editing yourself.
Fairness & Equal Time
Should Nobody
Get Equal Time?
Fairness is not part of the
Constitution. How do you
measure it? Getting around the First Amendment with the Public Sky Theory.
Current battles at the FCC.
The Internet
Future Delivery System
For Every News Format
A new medium capable of delivering printed news,
radio and
TV . How it works, and how it will change
the future and financial structure of all news media.
Jargon
Strange Things
Media People Say
A collection of jargon from both print and broadcasting.
If your HUT level is down, you might need more packages,
wallpaper, weepy kickers, or better teases between blocks.
Libel
Can They Do
That
And Get Away With It?
The risks if you sue. Press privileges. Different rules
for public and private people. Aggressive techniques to stop
false stories or increase your chance of winning.
Networks
Corporate Profit Motives
Squeeze Journalistic Ethics
Technology and new competition
destroyed the original networks' economic base. How mega-corporations are
gobbling up media properties to consolidate power and profit .
News Media Trends
Traditional Outlets Decline
As Mega-Media Firms Grow
A detailed listing of other
media properties owned by the parent corporations of the Big Four TV
networks.
Newscast
For the End of
the World,
You Get Two Minutes
How time dictates newscast form. What’s happening in the studio and control room during a broadcast.
Story types, sample scripts, visual illusions of tTV news.
Newspapers
Will the Last
One to Leave
Please Turn Off the Press?
The
industry's failure to
match population growth. Circulation figures and charts. How ownership has changed. Where advertisers spend their money.
Privacy
Get Out of Here
...
And Leave Me Alone
What rights do
the media have to poke their cameras, mikes
and notepads into your face, your grief, your business,
your family? Your right to be left alone.
Ratings
Will They Know
I Switched
From Opera to Wrestling?
Ratings
determine how billions are invested. Ratings/shares, People Meters,
diaries, sweeps. What they mean. How they work.
How to get
your copy of Winning with the News Media
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