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(More customer reviews)Yes, that's high praise, but I worked in news for 22 years (reporter, videographer, newspaper columnist, radio and TV news director, anchor, producer, assignment editor) before I went into media relations. Since doing so, I've attended a lot of media relations conferences and I've had great success in generating publicity for my company because of my news experience.
I only say all of that to set up this comment -- "Making News" contains more good information than you'll get out of a $2,500 trip to a media relations conference, and it's a LOT cheaper. David Henderson sees the news media through the eyes of someone who has been in the news trenches, and it shows from the opening page. Anyone who reads this book and puts the advice to use should be able to generate publicity worth thousands of dollars, if not more.
The author didn't just stop with his own knowledge of news and PR. Like a good reporter, he digs deeper. The book contains great insights from many working journalists.
This book should be given to anyone who needs (or wants) to work with the news media as part of their job. It should be required reading for students of public relations. And he has a darn good blog, too. Check it out.
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Making News: A Straight-Shooting Guide to Media Relations is an insider's look at today's changing news media with essential tips for:How to ensure your story will be chosen as today's newsHow to gain credibility and achieve effective coverageHow to better communicate with reporters, editors and producersHow to use media coverage to build a distinctive brand imageMaking News reveals the latest techniques on how to make news and control your message through the news media – whether for your organization, your client or yourself – in today's highly competitive world. Veteran public relations executive, Emmy Award-winning former CBS News correspondent and author David Henderson delivers valuable inside tips, stories and perspective from his own experience and the exclusive perspective from over 100 leading journalists in the United States and Britain.Making News provides a deeper understanding of how the news business functions, how journalists judge the value of a legitimate story and how you can communicate with the media to achieve outstanding results. PRAISE FOR DAVID HENDERSON"Public relations is never as easy as it looks. So you are lucky to be reading this book, for few know PR as well as David Henderson. A skilled correspondent and a gifted man, David knows both sides of the process of delivering a message."—Harry SmithCBS News"Great advice and a much-needed reality check for anyone who works with the media.Follow David's guidelines and save yourself a lot of time and energy"—Jean CochranNational Public Radio"David Henderson has worked both sides of the street—as a reporter and an advocate. He has that double advantage of knowing a story and knowing how to sell it."—Richard SerranoLos Angeles Times
There are so many mediocre books on media relations, that it's a true pleasure to come across one that lives up to the claim on its cover. David Henderson's publisher bills Making News a "straight-shooting guide to media relations" and the book delivers.-Paul Holmes,The Holmes Report
Media relations advice from a savvy insider.Henderson draws upon his experience as a public relations executive and a correspondent for CBS News in a how-to book for PR professionals. The text, suited for the classroom, aims at helping PR reps shape the news and control their message through the news media. Yet the author knows that the desire to manipulate news potentially conflicts with journalistic ethics, illustrating his point by quoting Jean Cochran of NPR: " 'The PR business is anathema to me.'" The second chapter, "Journalism Driven by Profits and Fear," succinctly diagnoses contemporary American journalism's sorry state.To be fair, the author consistently stresses the importance of accuracy in representing a cause to the news media. His practical advice throughout the text can apply equally to other fields of communicationAnimated, knowledgeable and informative, even for those to whom PR is anathema.-Kirkus Discoveries
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