Summary of Media Training 101

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Media Training 101 book summary


9 Overall

10 Applicability

9 Style


This book gives you the essentials about dealing with the media, starting with interviews and calls from reporters. Sally Stewart, former journalist and PR practitioner, delivers the nitty-gritty. Her advice to recognize reporters’ financial and emotional pressures is particularly useful. Reporters have two clear priorities, she says, to write good stories and to go home. If you want their good will, try a little respect, she suggests, although she displays considerable cynicism and negativity about them. Her lessons include getting reporters to pay attention and which reporters to contact and how, be it by phone, e-mail or fax. Stewart tells you how to deal with unexpected calls from the press, and how to decide whether or not you want to be part of a story. If you do, here’s how to make the most of it. And if you don’t, this book tells you how to extricate yourself, if possible. Along the way Stewart explains how to dress for a television appearance. If this paragraph mentions any core skill you don’t already have, has a newsflash for you: get the book.

In this summary, you will learn

  • How to deal competently with reporters and interviewers;
  • How to communicate the message that you want in the press; and
  • How to be strategic about your media coverage.

About the Author

Sally Stewart is a former news reporter at USA Today and a commentator for CNN. Since 1996, she has worked as a communications consultant. She heads SA Stewart Communications of Santa Monica, California.



Buy a Dog
If you want a friend, buy a dog. Whatever you do, don’t trust a friendly reporter. Underpaid and often with chip-on-the-shoulder attitudes about the crooked things that go on in business, reporters are not your friends. They may seem affable and sympathetic in their conversations...

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Contained in Knowledge Pack:

  • Knowledge Pack
    Become Media Savvy
    Get the word out the way you want, from presentations to network television.

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