Media Relations: How to Effectively Use the New Marketing Tool

Author: Guo Zhiti (Editor)
Publisher:
Publish Date: 2006-03-29
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 build relationships with the media, how to hold successful press conferences, what qualities and work skills 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.