On Deadline: Managing Media Relations. (Book Mark).by Carole M. Howard, ABC ABC
in full American Broadcasting Co.
Major U.S. television network. It began when the expanding national radio network NBC split into the separate Red and Blue networks in 1928. and Wilma Mathews, ABC Waveland Press, Inc., Prospect Heights Prospect Heights may refer to:
In my nearly 25 years of organizational communication Organizational communication, broadly speaking, is: people working together to achieve individual or collective goals.  Discipline History
The modern field traces its lineage through business information, business communication, and early mass communication experience, I've always kept three books within arm's reach reach of the arm; the distance the arm can reach.
See also: Arm (and many more within a two-step reach): my American Heritage American Heritage can refer to:
Associated Press (AP)
Cooperative news agency, the oldest and largest in the U.S. and long the largest in the world. Stylebook style·book
A book giving rules and examples of usage, punctuation, and typography, used in preparation of copy for publication. and Libel Manual. Now I'm adding a fourth: "On Deadline: Managing Media Relations," now in its third edition.
A previous Communication World book review (October 1994) cited the excellent qualities of the second edition. Now, six years and a technologic epoch later, Carole M. Howard and Wilma Mathews, ABC, provide a thoroughly revised third edition.
The latest edition includes 100 more pages and a new chapter on technology and tabloids that succinctly suc·cinct
adj. suc·cinct·er, suc·cinct·est
1. Characterized by clear, precise expression in few words; concise and terse: a succinct reply; a succinct style.
2. outlines how the new media world is changing our daily work lives. The authors discuss the effects of tabloid journalism, the Internet, and the ongoing changes in today's media mix.
To wit: "Truly, the information Age is here and the Information Highway is well developed. We are only beginning to realize the opportunities and benefits for the exchange of information and news...possible applications are limited only by the imagination of the users of these technologies and of those who would serve us with interconnected networks, sophisticated terminals, expanded databases and software programs."
The authors emphasize the crucial behavioral aspect of today's media relations practitioners. "Much of the time our goal is actually to change behaviors or to preserve the behaviors that we want to continue."
As in the previous edition, "On Deadline" remains true to its core principle: Be strategic, not tactical. The authors point out that media relations is not a stand-alone function, but rather an integral component of an organizational arsenal to meet customer needs and increase shareholder value. Meeting the needs of multiple masters has long been our duty.
In a simply brilliant passage, Howard and Mathews assert: "Some argue that to serve well we must be retained as outside counsel of the organization rather than in it. In fact, we must be both. We must be able to explain to a reporter why we may not be able to give out certain information, and a few minutes later argue equally convincingly with an organization officer as to why we should disclose it. Representing at different times the perspective of the reporter the public and the organization, we become the official split personality."
A nice addition to this edition is the "Advice from PR Pros on How to Succeed in Their Markets" section on global communication. Local public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most professionals, editors and business executives from 10 countries, including Asia, France and the United Kingdom, offer practical advice to those who suddenly find themselves having to "pay" for media coverage.
A similar collection of experts from academia and the private sector offer their views on the skills and qualities they deem most valuable for a media relations professional to become an effective counselor to management. One example of bringing real value to senior management comes from C. Richard Yarbrough, retired vice president of public relations for BellSouth Corporation:
"Public relations professionals must be able to represent the 'outside in as well as the 'inside out'; that is, (public relations) managers must not only communicate the company's message to external audiences, you must also communicate how those audiences view the organization and its decisions back to management. That will not make you popular with your peers and supervisors but is an absolutely vital management role."
The third edition retains some of the better case studies while adding new material on Honeywell, Denny's, Boeing-McDonnel and American Century Investments American Century Investments is a privately held investment management firm. Its headquarters are located at 4500 Main in Kansas City, Missouri, near the famous Country Club Plaza. It was formerly known as Twentieth Century Investments. The company was founded by James E. . Additional new information covers chat-room strategy, special events planning for international markets and a discussion on credibility. The chapter on media events contains a rich supply of new case studies as well.
Oddly, the authors violate one of their own precepts ("target your audience") by attempting to broaden the book's readership to include journalism and public relations students. That's noble in intent, but it's challenging, indeed, to be all things to all people.
From an academic perspective, visual documentation would help illustrate many of the authors' points, such as what a news release should look like. There's no discussion about media alerts or media advisories. What should a pitch letter say? How about showing examples of different typefaces This is a list of typefaces. Serif
Here you can find a graphical version of this table.
"It's easy to set up a chat room connected with an announcement or in response to a crisis," the authors write, but they don't tell us how.
Furtheir "On Deadline" dedicates 28 pages to crisis planning, 20 pages to media events, but sadly, only seven pages to ethics. For classroom use, even as ii supplementary text, the next edition would do well to expand this vital subject.
That said, "On Deadline" remains the best in class and suitable for classroom adoption as long as another public relations writing text is used within it.
Keith A. Sheldon, ABC, APR APR
See: Annual Percentage Rate , is professor in residence, department of journalism, California State University, Chico References
1. ^ "California State University, Chico", Yahoo! Education, 2006. Retrieved on 2006-12-28. , where he teaches public relations writing. He also advises the university's ABC student chapter and the student-managed public relations agency Tehama Group Communications.