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Effective Public Relations 8th Edition

4 stars (Govt communicators should also see Media Relations Handbook) - Cutlip's book is a classic, but for a newer book written by a Washington pro, see Media Relations Handbook for Agencies, Associations, Nonprofits and Congress. The Handbook is written by Brad Fitch, who spent more than a decade on the Hill, with a Foreword by Mike McCurry. What others have said about Fitch's book (there are more testimonials on the book's web site): "Great advice for beginners and experienced media hands. If you are a media relations professional--either beginner or seasoned veteran--this is the book for you. Brad Fitch, who spent many years fielding reporters' tough questions on Capitol Hill, has written a timely, practical guide to handling media relations that is filled with solid professional advice. What goes into a press release? How do you develop a strategic message? You've got a digital camera and a fax machine, but what else does your office need to effectively handle the media? Before you start talking to a reporter, do you know the difference between 'on the record,' 'off the record,' and 'background'? When there's an immediate crisis in your organization, what are the eight mistakes that you absolutely must avoid? How do you handle your paranoid boss when he or she has to confront the press? You'll find the answers to these and many other everyday problems in this book. Fitch also gives valuable advice on how to set up an effective website and how to use e-mail for optimum communications. Excellent book for professionals who work in federal or state agencies, trade associations, non-profits, state legislatures or Congress. It's the only handbook you'll ever need." -- Dennis W. Johnson, college professor and former Capitol Hill senior staffer "Provides valuable advice for those who flack for a living." -- Roll Call "A superb blend of theory and practice, written by someone who uses words like Gallup uses polls." -- Steve O'Keefe, author "Complete Guide to Interne...
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