How to Work with the Media

If you want to get favorable media coverage, read this book. These two professors describe how to get a wider audience for your ideas. They have the credentials. In the back of the book there's a summary sheet on each one telling the extensive media coverage they're received, locally, regionally, and nationally.They argue that one's academic credibility is enhanced by media coverage. But, in working with the media, they point out, a news source has to be ready when media people need them. It may not necessarily be at the convience of the interviewee. The first step in getting in the arena is to prepare a one page, media friendly fact sheet, listing your content areas and an overview of your background. Next, learn the players, who the gatekeepers are and "work the system."Keep in mind, you're talking to the masses. Don't lecture. This isn't a university class. Keep it simple and easy to understand. Write for the general public. Op-ed columns, magazine articles, and newspaper features are ways of gaining initial media attention.There's some very practical advice in this book. I've worked in both arenas, the media and academe. I can see how the two sometimes miscommunicate. This book goes a long way in breaking down those communication barriers.