TY  - BOOK
AU  - Shiller,Ed
TI  - Managing the media
SN  - 0921856024
AV  - HD59 .S55 1989
PY  - 1989///
CY  - Toronto
PB  - Bedford House Pub.
KW  -  
KW  - Mass media and business
KW  - Public relations
KW  - Mass média et affaires
KW  - Relations publiques
N1  - Why deal with the media? -- Practicing effective media relations -- Why be proactive? -- When not to initiate media coverage -- Who are the media and how do you reach them? -- Nine rules for dealing with the media -- Interviews -- The tools for telling your story effectively --Telling your story to the broadcast media -- Risky business: planting a story -- What to do when the media get it wrong -- A system for learning from your own experience -- Case studies of some successful media initiatives
ER  -