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Product Description
Product Description
"Press Here! Is a modern day media relations survival handbook. It provides straightforward and practical advice for dealing with the press – from TV journalist to local newspaper reporter. Packed with useful tips and techniques, it should prove an invaluable tool for anyone who has to work with the press. The case studies, though hypothetical, are clearly drawn from Annie Gurton's 20 years of front line experience. A must for any aspiring PR professional or marketing manager." Andrew Smith, Business Group Director, Brodeur A Plus Press Here! – the essential guide to working successfully with journalists to achieve free editorial publicity for your product or service. Ideal for marketing novices and PR trainees, as well as updating those with years of practical experience. This revised second edition of Press Here! includes a section on computer aided PR which explains how to use the internet and email to reach journalists and spread the word. Journalists are notoriously difficult to work with and many are openly hostile to PRs. This book explains WHY they feel like that, and WHAT you can do to make your approach more appealing to them. It tells you HOW you can convey your message, and WHAT your message should include. Using several well-proven methods for message development and giving crucial advice on handling interviews, Press Here! succinctly explains:
- how to plan a successful media campaign
- how to develop your messages so they appeal to journalists
- how to write a press release so it gets noticed
- how to plan and manage a successful press event
- how to use the internet effectively
- how to deal with problems or negative publicity
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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