Accessing the Media takes the reader behind the scenes to understand how best to work with press to get publicity. Perfect for politicians, business leaders, lobbyists, and media junkies, this reference provides an insider's look at how the modern newsroom works, detailing the different roles of reporters, editors, and producers. Readers will learn how to forge relationships with media personnel in television, radio, print, and the web to craft the press coverage they want.
Award-winning journalist Jill Osborn exposes the three strategic steps that must be used to gain favorable coverage with the media at just the right time. She gives you the inside scoop on how to think like a national or local journalist so you can control the headlines. And she even provides sample press releases to help shape your message. When reading Accessing the Media, you will have a personal media consultant without the cost of hiring one.
Whether you are running for office, looking to improve visibility for your business, or simply want a deeper understanding of what you see and read in the news, Accessing the Media is the perfect guide to getting your story out to the world.
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About the Author
Jill Osborn is an award-winning columnist and political correspondent. She worked in a congressional office on Capitol Hill and for a top DC lobbying firm and went on to be a contributor at FOX News. Jill lives with her husband and children in North Carolina.
Table of Contents
Foreword Dr. Rob Peters ix
Chapter 1 Why You Need the Media 1
Chapter 2 Getting Press Coverage: A Behind-the-Scenes Look 9
Chapter 3 Three Points of Contact 18
Chapter 4 The Inner Workings of a Newsroom 25
Chapter 5 First Point of Contact: Before the Event 35
Chapter 6 Timing: When to Contact Each News Outlet 51
Chapter 7 Going Live in Studio 66
Chapter 8 Second Point of Contact: Greet the Reporter 73
Chapter 9 Third Point of Contact: You Are the Reporter 83
Chapter 10 The Newspaper 92
Chapter 11 How to Record for TV and Radio 100
Chapter 12 Social Media 114
Appendix A Sample Press Releases 130
Appendix B Quiz: Do You Get the Media? 139
Source Notes 143
About the Author 155