Media Relations Guide (Chinese-English Parallel)

Author: (USA) Schenkler, I., (USA) Herrling, T. (Auth.), Yan Qing (Joint Translation)
Publisher:
Publish Date: 2004-10-01
Features: The features of this series of books: Concise: A summary of conclusions and techniques; Professional: Practical and applicable; Easy to Read: Clear, straightforward, and easy to browse. This highly practical and simple-to-read book is written specifically for those who wish to engage in effective cooperation with the media. After reading this book, you will learn: Understanding the factors driving media development today; Handling media relations during crises; Recognizing key media relations and building long-term relationships with journalists; Preparing for media interviews; Writing press releases and organizing press conferences; Communicating with financial media; Understanding journalists and mastering methods to attract their interest; Enhancing corporate reputation. Over the past 20 years, whether as a corporate consultant, a teacher at New York University's Stern School of Business, or a client representative at Burson-Marsteller, one of the world's largest public relations companies, I have encountered many experts and students in my work who expressed a desire for a concise and practical guidebook on handling media relations. In fact, they have found some books on this topic, but due to their busy schedules, those books were either too long or too simple, leaving their needs unmet. This is why Prentice Hall published this series of Business Communication books—we hope to provide a concise, practical, and user-friendly guide for those working in media-related fields. This book is primarily written for those employed by commercial organizations or non-profit organizations.