Media Relations - How to Make Good Use of New Marketing Tools

Author: Guo Zhitai (Editor)
Publisher:
Publish Date: 2006-03-01
Features: Media relations as an emerging marketing tool is a sharp weapon in corporate marketing. Compared to other methods like advertising, it offers unparalleled advantages in terms of return on investment, and its rapid development is an inevitable trend. This book systematically elaborates on nine essential issues that businesses must face in media relations, comprehensively introduces the diverse landscape of modern media, and guides readers on how to cultivate relationships with the media, how to hold successful press conferences, the qualities and work skills that corporate spokespersons should possess, how to create news, how to leverage online public relations, and how to handle media relations during crises. This book serves as a practical reference for professionals working in media relations.