Preface

The Most Commonly Asked Questions of a National Media Consultant: Ask Yourself These Questions Before Implementing a National Media Relations Plan

Answers to those pertinent questions that are often asked by CEOs, university presidents and public relations directors before they embark on a national media relations campaign

What National Publicity Can Do For You: Benefits Derived From a Well-Conceived National Media Relations Plan

Understand the benefits associated with national recognition beyond its face value. Learn how consistent national publicity can enhance such aspects as customer satisfaction and fund raising efforts

Attacking the Problem of a Regional Image: So What If You're a Small Company or University. Think Big

Although many companies or nonprofit groups are regional in scope, geographic limitations should not hinder their quest for national recognition. A national reporter doesn't care if a story idea originates from a small or large institution as long as it's a good concept

Identifying Stories for National Publicity: Discovering Story Ideas That Will Ultimately Lead To National Recognition

You'll be surprised at the number of stories within your organization that have national publicity potential. The methods contained in this chapter will help you discover stories that will work for you

Story Development/Story Marketing: You Have That Wonderful Story. Now What?

Identifying a story idea with national placement potential is one thing. Developing and marketing it is altogether different. Hone your skills and learn how to make your story marketable

Target Marketing: Which Reporters and Which Newspapers Are Right for Your Story?

Not all story ideas are created equally. Without knowing where to take your story, the chances of seeing it appear in a national publication are slim at best

Success with the Broadcast Media: Talking Heads Needed. Where to Apply?

Nothing is more frightening to your CEO or president than being told that he or she has the opportunity to appear on national television. Learn how to make this a pleasant, productive experience

Using Opinion Pieces and Letters to the Editor to Increase National Visibility: Want the National Press to Print What You Say Verbatim? Try Using the Op/Ed Pages

Op/ed placements can be a dream come true for the CEO or president who has past experience with reporters taking words out of context

Damage Control in High-Profile Situations: What to do When the Tide Turns

There will be times when not all publicity is positive. Learn how to take control of these negative incidents and make the best of bad situations

Conclusion

Glossary

Index