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ExcerptSome managers are born to PR; some achieve PR; and some have PR thrust upon them. If you work in a responsible job in an organisation, the chances are that you will one day have to face the press and you’ll need press relations skills. It may not be the investigative reporting team of The Sunday Times breathing down your neck, but it may feel like it, even if it’s only Retail Grocer, Accountancy Age or Computer Weekly ringing to follow up your recent press release about a new product. Even journalists have their trade press and occasionally have to field questions. Very few of us are immune from the attentions of the press. Equally, very few are completely relaxed when being questioned over the phone or in person about ourselves and our organisation. And dealing successfully with questions about sensitive or confidential matters rarely comes naturally to most people. Unpredictable circumstances can sometimes catapult you and your organisation into the headlines, as when ‘mad cow disease’ put burger restaurants under the microscope. For a brief time, the spotlight of publicity illuminates your company before sweeping on to the next media victim. Chances are, though, that you actually want the spotlight to fall on your organisation - and stay there as long as possible. Either way, the good news is that there is an effective approach to handling the press in order to get the most out of your encounters, and avoid the pitfalls that result in bad publicity or – what can sometimes be worse - no publicity at all. Like many journalists, I have spent a professional lifetime moaning to anyone who will listen about the laziness and inefficiency of press relations departments within companies and their PR agencies. I have also spent a few years on the other side of the fence working in PR and moaning to anyone who will listen about the ingratitude of irresponsible hacks who bite the hand that feeds them. This book sets out to provide a balanced view - from both sides of the fence - of how the busy manager can deal effectively with the press and broadcast media, while winning valuable publicity for his or her organisation. Related eBooks
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