Emphasizing the need for businesses to take a proactive approach to media relations, examines methods and techniques used by executives to develop successful press relations.Marketing News
Media relations is a hot topic on today's business agenda. This timely book advocates that business take a proactive approach to media relations to prevent biased treatment. Various strategies are developed and techniques that executives can use are explored. Many case examples are cited of campaigns waged by companies in diverse circumstances. It is based on a national survey of business executives of the Fortune 1,000 largest corporations and journalists from the nation's largest newspapers.
FRED J. EVANS is Associate Dean of Fiscal Affairs at the School of Business and Economics, California State University, Los Angeles.
Theoretical Perspective and Survey Data
The New Class and Antibusiness Ideology: A Theoretical Perspective
An Emerging Intellectual Constituency for Business
The Politics of the Press: Liberal and Antibusiness
Business and the Media: Contentious Contenders
Business: Attacked from Without and Undermined from Within?
The Role of Public Affairs
Understanding Differences and Using Them to Advantage
Case Studies and Conclusions
Crisis Communications at Seafirst: An Open-Door Policy
Closing the Door on the Press: The Beckman Strategy
Crisis Communications and Toxic Waste: The Case of BKK Corporation
Financial Writing Awards: A Business-Media Symbiosis
Open and Closed Press Strategies: Review and Comment
Managing the Media: Concluding Comments and Observations
Bibliography
Index
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