- Paperback: 256 pages
- Publisher: Prentice Hall; 1 edition (24 Jun 1998)
- Language English
- ISBN-10: 0130954098
- ISBN-13: 978-0130954091
- Product Dimensions: 23.2 x 15.6 x 2.2 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 2,385,539 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
This work introduces the reader to the journalist's agenda and explains how to turn product pitch into a newsworthy story, whether looking for coverage in print, TV or radio. There are also case studies guiding the marketing engineer through the entire process of publicising a new launch.
About the Author
Annie Gurton has a portfolio career, dividing her time between freelance journalism, writing and editing, and running highly successful media training courses. Previously she was an in-house journalist, staff writer and editor, and worked for a short time in the PR world.
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Customer Reviews
Most Helpful Customer Reviews
10 of 10 people found the following review helpful
Format:Paperback
Gurton has done a remarkable job with this book. She's developed it in a form which makes enjoyable reading from start to finish, or it can be used as a reference guide.
The book is about using the press and media to help you market your product through editorial mentions. It goes beyond this, however, and explains how you can get onto TV and into large magazine features, and how you should act and speak in these scenarios.
The book has an interesting concept running throughout which involves three case studies taken from different perspectives which help highlight the real world effects of the things which Gurton teaches.
If you're a press relations manager or just want to market yourself, your product or your service further, this book comes highly recommended.
Format:Paperback
With my first book about to be published and the hope that I might find myself with a few seconds to promote it on a local radio station or in the village newsletter, I realised that I didn't know much about PR beyond what I'd experienced at a corporate level (which was mostly vacuous, strategically naive and managed by people who had no discernible skills or talents).
Fortunately Press Here isn't a book about schmoozing senior managers, looking pretty, smiling a lot and making suggestions that have nothing to do with your brand. Instead it gives you a highly practical appreciation of what journalists are looking for, how to deliver it and how to avoid making mistakes along the way.
This book is one of those that neatly encapsulates a subject so that, if you have the confidence, you can go into an area that you previously had no understanding of (or in my case a cynical and jaundiced view of) and get results. The style is extremely accessible, but at the same time the coverage is comprehensive: on several occasions I found myself using the book as a reference guide, be it for preparing for an interview or drafting a press release in the right format.
I have ended up doing a lot more media work than I ever imagined; national TV, Steve Wright's show, national press, international blogs... I was fortunate to have an excellent publicist at my publishers and a topic that the media were interested in, but Press Here gave me the confidence to tackle each of those situations and, with the exception of the time I said "Cock ring" to Radio 4's Winnifred Robinson (a reference to a Mattel market research blunder that her question and encouraging eyes led me to believe she wanted me to discuss - and fortunately it was a pre-recorded interview) I've managed in the media!
Press Here gives you a great understanding of the other side of the media fence and extremely practical advice on how to connect with it. I have a new found respect for (some of the) people who work in PR!
Fortunately Press Here isn't a book about schmoozing senior managers, looking pretty, smiling a lot and making suggestions that have nothing to do with your brand. Instead it gives you a highly practical appreciation of what journalists are looking for, how to deliver it and how to avoid making mistakes along the way.
This book is one of those that neatly encapsulates a subject so that, if you have the confidence, you can go into an area that you previously had no understanding of (or in my case a cynical and jaundiced view of) and get results. The style is extremely accessible, but at the same time the coverage is comprehensive: on several occasions I found myself using the book as a reference guide, be it for preparing for an interview or drafting a press release in the right format.
I have ended up doing a lot more media work than I ever imagined; national TV, Steve Wright's show, national press, international blogs... I was fortunate to have an excellent publicist at my publishers and a topic that the media were interested in, but Press Here gave me the confidence to tackle each of those situations and, with the exception of the time I said "Cock ring" to Radio 4's Winnifred Robinson (a reference to a Mattel market research blunder that her question and encouraging eyes led me to believe she wanted me to discuss - and fortunately it was a pre-recorded interview) I've managed in the media!
Press Here gives you a great understanding of the other side of the media fence and extremely practical advice on how to connect with it. I have a new found respect for (some of the) people who work in PR!
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