These are books that will be of interest to anyone working in public relations campaigns. You should be able to find them in the library. For your convenience they
are listed here as links to commercial booksellers' Web sites.
Guide to Media Relations, by Irv Schenkler and Tony Herrling... From the Publisher: "Exploring how to effectively communicate with the media, this book offers readers a practical and concise guide to all aspects of media relations while examining the media's pervasive presence and influence on business. This First Edition covers a plethora of topics including how to establish ongoing relationships with reporters, managing media relations during a crisis, preparing for interviews and identifying important media contacts, and how to differentiate between financial media and mainstream media. For professionals with a career in corporate communications, public relations, media and business relations, management communications, crisis management, and integrated marketing communications."
Spin Works! A Media Guidebook for the Rest of Us by Robert Bray and the Independent Media Institute staff... From the Publisher: "An activist-friendly and extremely useful media guidebook produced by the SPIN Project (Strategic Press Information Network). This guidebook is full of media tips, tactics, strategies, and real-world examples, based on the SPIN Project's work with hundreds of public interest organizations across the nation. It's designed to give grassroots organizers and people interested in positive social change basic and advanced skills for shaping public opinion on their issues through the press. Written with flair, humor and practicality, the guidebook is divided into five sections: The basics, The message, Moving the message, Reacting to media coverage, and Media and community, plus an extensive resource section, numerous case studies, scores of 'how to' check lists, several media 'models' and much more."
Strategic Writing: Multimedia Writing for Public Relations, Advertising, Sales and Marketing, and Business Communication 2nd ed., by Charles Marsh, David W. Guth, and
Bonnie Poovey Short... From the Publisher: Strategic Writing prepares students for a convergent, multidisciplinary world by featuring writing for print, broadcast and online media in a variety of strategic disciplines: public relations, advertising, sales and marketing, and other media writing, as well as development of strategic plans, and general business communication. The authors place an emphasis on integrated marketing communication, and provide specifics on such tools as video news releases (VNR's), public service announcements (PSA's) and TV and radio advertising writing. Note: students may use 1st edition.
2007 Getting On The Air & Into Print! A Citizen's Guide to Chicago-area Media and Beyond... From the Publisher: Community Media Workshop's media guide, according to Chicago Sun-Times media writer Rob Feder, is "a gold mine...an indispensable resource for anyone dealing with the media." The media guide provides 200+ pages and 3000+ listings of journalists - direct phone numbers and email addresses for reporters, editors, producers - from downtown, downstate, ethnic, neighborhood, national and midwest media outlets. The CD is searchable, sortable and data can be exported for you to make your own lists and labels. The book includes a number of additional feature articles and advice about doing better media relations. Together they offer maximum functionality.
The Triumph of Advertising in American Culture by James B. Twitchell... From Library Journal:
Let others bray about the evils of commercialism and mourn its helpless victims, Twitchell (Carnival Culture: The Trashing of Taste in America, Columbia, 1992) exalts in the triumph of the culture of advertising: "We make our media. Our media makes us. Commercialism is not making us act against our better judgment. Commercialism is our better judgment." He compares advertising to religion, arguing that the investment of a sliver of bone with the spiritual authority of a saint is little different from the anointing of athletic shoes by a basketball star. Twitchell discusses the various strategies advertisers have used over the years to lure consumers to make a choice between products that are essentially the same, providing reproductions of hundreds of old advertisements that illuminate his arguments. At times his indifference to the effects of advertising and broadcasting deregulation is unsettling, particularly because the book assumes that there exists a dominant culture that all participate in equally and freely. But by and large this is a fresh, well-thought-out study that deserves a place in academic libraries.
AP Stylebook and Briefing on Media LawFrom the Publisher: The AP Stylebook and Briefing on Media Law (With Internet Search Tips), a spiral-bound style manual produced by the world's leading news agency, is an essential handbook for all writers, editors, students and public relations specialists. The 2009 edition provides additional information on Internet Search Tips as well as fundamental guidelines on spelling, grammar, punctuation and usage, with special sections on reporting business and sports. Included is an updated guide to media law.
A searchable, Web-based version is also available, as well as an AP Stylebook iPhone app.
Associated Press Guide to Newswriting
by Rene J. Cappon... From the Publisher: This official guide, The Associated Press Guide to Newswriting, is recognized as the standard professional resource for both novice and experienced news writers. A practical handbook, it is the ideal writing style guide for all reporters, writers, editors, and English and journalism students [and, it might be added, public relations professionals]. It covers all the essentials of good news writing, according to the styles and guidelines set forth by the Associated Press -- with lively examples from today's newspapers. This authoritative guide includes: Professional advice about crafting a good feature story; in-depth reviews of important principles in news writing; expert guidance on writing concise, informative copy, and source citations; clear and instructive discussions of specialized styles. Note: This is not the Associated Press Stylebook, which is another good resource for PR writers.
The Elements of Style, Fourth Edition by William Strunk, Jr. and E. B. White... From the Publisher: You know the authors' names. You recognize the title. You've probably used this book yourself. This is The Elements of Style, the classic style manual, now in a fourth edition.
The revisions to the new edition are purposely kept minimal in order to retain the book's unique tone, wit, and charm. A new Glossary of the grammatical terms used in the book provides a convenient reference for readers. The discussion of pronoun use is revised to reflect the contemporary concern with sexist language. In addition, there are numerous slight revisions in the book itself which implement this advice. A new Foreword by Roger Angell reminds readers that the advice of Strunk & White is as valuable today as when it was first offered.
This book has conveyed the principles of English style to millions of readers. Use the fourth edition of â€œthe little bookâ€ to make a big impact with writing. Note: the original 1918 edition by William Strunk, Jr., is now in the public domain and available online.