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  Education is the next Cyber Tsunami...

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Course : Press Relations
Professor : Marc BOLH
Email : DeanB@WorldUOnline.com

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The media is Cyberspace III  ** WorldU Top Pick **
The most complete collection of information and statistics on the habits and opinions of Journalists that we found. Written by Steven Ross of Columbia University and Dan Middleberg of Middleberg and associates. The table of contents includes such interesting topics as "What Journalist find useful on the Web", "How do Journalists Search" and "How Journalists want to receive material". The unique feature of the site is the amount of data published in the form of tables and graphs from the annual survey.
The Care and Feeding of the Press ****
Written by technology journalist Esther Schindler, this candid and satirical view of the frustrations of dealing with PR people is an invaluable guide for entrepreneurs seeking to attract press coverage for their projects. Topics covered include Corresponding with the Press, Making the Right Connections and "Okay, you are being Reviewed, Now What". We found the section on "Getting our Attention" to be particularly useful for avoiding major pitfalls when trying to attract journalists to your cause.
How to Get the Press on Your Side ***
Offers one chapter from Shel Horowitz's book Marketing Without Megabucks. Shel zeros in on creating an event as a sure fire way to attract press attention. "Make Yourself Newsworthy" lists events that almost always lead to press coverage. "Make Life Easier for your Editorial Allies" steps you through the daily life of an editor. The best part of the site is a section on "Getting the Media to Invest in You" which discusses win-win situations for co-sponsoring events with radio stations or newspapers.
Pet Press Peeves ***
A set of comments from editors and magazine writers about what they hate when dealing with PR people. Most of the information is pretty much common sense but hearing the same things over and over again from journalists is a good lesson for anyone hoping to benefit from press coverage. As it's name implies, this site is heavy on the "don't" of press relations but could include more "do's".
Press release Tips for PR people ***
Andrew Kantor, Senior editor of Internet World, gives us the 8 tips for getting your press release read and mentioned. Among them you will find "Know who you are writing to and what they want", "Think whether it is something we'd cover" and "Don't annoy me with follow ups". The most interesting insight from Andy, oops sorry Andrew, is to know what kind of news a journalist covers and trying to find out what kind of news he is after.
Meet the Media ***
So you finally have got an interview on the evening news, now what? This guide to successful interviews, by the University of California at Irvine, steps you through the process. It covers Rules for success, what to do when the press calls you and how to handle an interview. Our favorite part was the section on handling difficult situations such as reporters that seek to provoke a slip by asking loaded questions. Be prepared!
Working with the Media: A primer for Entrepreneurs ***
This guide gets right to the point with a basic set of assumptions that every entrepreneur should know. Tell the truth, know your outlet in advance and personalize your pitch. Other sections deal with useful topics such as "Creative Formatting" and "Positioning your message for Television". Michael Owen Schwager, of the Media Relations Group, recalls examples of what has worked well for him over his career which is one of the more interesting aspects of this site..
Good Release / Bad Release **
Email press releases are very different from their traditional snail mail counterparts. GR / BR outlines five of the most common mistakes that traditional PR people make in moving to this new media. They include sending the release to the wrong person, spamming unknown journalists and releasing the press release to unrelated magazines. We especially appreciated the advise on consulting the editorial calendars in advance.
A Publicity Primer **
A set of tersely written checklists, the Publicity Primer is useful for making sure that you have covered all the bases when working with the press. Sections include "4 Keys to Success in Publicity", "3 Ways to Generate Public Coverage" and "Knowing What is News". We found the best section to be a "32 ways to Create News for your Organization" which can be useful when brainstorming for new ideas.
Sending Effective Press Releases *
Written by John Hewitt, this guide to writing effective press releases outlines a number of tips for increasing the impact of your press release. They include knowing your target, picking the right person to send your release to and choosing the right time to send your release. The article shows its age by encouraging you to mail instead of fax. There is no mention of email which is probably good news to the post office.

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