Below is the complete
Table of Contents from
Winning with the News Media
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
If That's The Story, I
The news media claim to worship accuracy. You may
a different view. Basic strategy for dealing with reporters' preconceptions, inexperience,
Have Been Somewhere Else
Survival Often Hinges on
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.
You Do & Say in the 1st Hours
Do The Media Make Up
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.
Rules As They Go Along?
I'm Mad as
Hell and Im Not
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
Gonna Take It Any More
In a Media
When a lawsuit looms,
CEOs too often abdicate to
their lawyers. Understanding where the attorney is
coming from -- and balancing court vs. media damage.
Lawyer Will Be Wrong
You Mean I Can't
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.
Tell Them to Buzz Off?
What Exactly 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.
Information Officers Do?
Wow! Have I Got
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.
A Story for You!
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.
Better Media Relations
Jump Back to
Top of Strategy Section
Jump Down to Inside the Media Section
Section Two - SKILLS
Options when you're ambushed. Coping with
questions from left field. Deciding whether to talk. A
checklist for responding to media allegations.
And Other Traps
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
The Media See Them
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.
The Camera Eavesdrops
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.
Won't Be Misquoted
No, You Can't
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.
To My Psychiatrist
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.
That Sing and Dance
Save The Forests --
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.
Stop PR Junk Mail
Tactics for Leaking So
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.
Plumbers Can't Find the Source
Waking Up the
Writing a speech so TV photographers will be sure to
shoot the important parts. Getting maximum media
coverage. Speaking techniques and wireless mikes.
Learning to Be
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
Did I Really
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
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.
Get Equal Time?
Future Delivery System
A new medium capable of delivering printed news,
TV . How it works, and how it will change
the future and financial structure of all news media.
For Every News Format
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.
Media People Say
Can They Do
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.
And Get Away With It?
Corporate Profit Motives
Technology and new competition
destroyed the original networks' economic base. How mega-corporations are
gobbling up media properties to consolidate power and profit .
Squeeze Journalistic Ethics
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
For the End of
How time dictates newscast form. Whats happening in the studio and control room during a broadcast.
Story types, sample scripts, visual illusions of tTV news.
You Get Two Minutes
Will the Last
One to Leave
industry's failure to
match population growth. Circulation figures and charts. How ownership has changed. Where advertisers spend their money.
Please Turn Off the Press?
Get Out of Here
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.
And Leave Me Alone
Will They Know
determine how billions are invested. Ratings/shares, People Meters,
diaries, sweeps. What they mean. How they work.
From Opera to Wrestling?
How to get
your copy of Winning with the News Media
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