Includes index.

Why public relations campaigns fail - and how to make them succeed -- How to develop a story idea that is newsworthy -- How to build and maintain an effective list of journalists -- How to write an attention-grabbing press release -- Dealing with incoming media enquiries -- How to successfully pitch a letter -- Persuade the public with compelling comment articles -- The secrets of effective television and radio appearances -- How to choose an agency or consultant -- Future learning

This book focuses on media relations. Public relations is undoubtedly broader than just trying to generate media coverage - including everything from event management, to internal staff communications, to advising executives on what to say to regulators.