Editorial coverage carries at least two and a half times the weight of advertising. It is a very cost effective way of raising an organisation’s profile. This book looks at how to build a positive media profile for an organisation. It provides information on how the media works and how to build good media relations. It also shows how to write a news release and get it published, how to conduct a radio and TV interview and how to handle a bad news story.In this guide:How to build and maintain good relations with the mediaHow to get good media coverage for your organisationHow to write a news release and get it publishedHow to conduct a radio and TV interview How to handle a media crisisReputation is a vital ingredient in building and maintaining a competitive edge. The media play an important part in communicating that reputation, whether for good or bad. People still believe what they read in the newspapers, what they hear on the radio, what they see on television and now what is read on the Internet - yet these images and stories are manipulated in one way or another. More than ever before we are influenced by image. Knowing how to communicate the right image and message is now an essential skill.This book will show you how to harness the power of the media and utilise it for the good of your organisation.This guide is written in as clear a style as possible to help you. I recommend that you read it through from beginning to end and then dip into it to refresh your memory. The boxes in each chapter contain tips to help you. Also at the end of each chapter is a handy summary of the points covered.