Contents -- About the authors -- Foreword -- Introduction -- Part 1 The media context -- 1 Where and when: a brief media history -- WHERE: ORIGINS OF THE PRESS IN EUROPE -- WHERE: BROADCASTING IN EUROPE -- 2 Who: ownership of the media -- PERSONALITIES AND PAPERS -- THE DEMISE OF FLEET STREET -- OWNERSHIP IN FRANCE AND GERMANY -- CROSS-MEDIA OWNERSHIP -- WHAT NOW? -- 3 Media law -- CONTEMPT OF COURT -- LIBEL AND SLANDER -- CODES OF CONDUCT -- BROADCASTING CODES -- TIME OF CHANGE -- 4 Ethics and privacy -- REGULATION -- 5 Broadcasting in the UK -- THE FRANCHISE BATTLE -- PR IN THE FRANCHISE BATTLE -- FUTURE OF ITV -- THE FUTURE OF PR IN ITV -- CONSEQUENCES FOR THE BBC -- 6 New media technology -- RADIO -- SATELLITE TELEVISION -- CABLE TELEVISION -- DIGITAL BROADCASTING -- THE INTERNET -- THE DEATH OF SPIN? -- 7 What is it all for? Media evaluation -- METHODS OF EVALUATION -- RESEARCH -- MEDIA CONTENT ANALYSIS -- COVERAGE VERSUS CONTENT -- Part 2 Dealing with the press -- 8 What: newspapers and periodicals -- TARGETING -- GENERAL PRESS -- NATIONAL AND REGIONAL PRESS -- LOCAL NEWSPAPERS -- PRESS AGENCIES -- CONSUMER PERIODICALS -- SPECIALISED PERIODICALS -- 9 Why: press relations - a means to an end -- MATCHING THE MEDIA -- PROMOTING THE PRODUCT -- PUBLIC RELATIONS VERSUS PAID-FOR EDITORIAL -- 10 News, features and more -- NEWS -- TIMING NEWS -- FEATURES -- PHOTOGRAPHS -- A PHOTOGRAPHIC CHECKLIST -- 11 How: writing for the press -- PRESS RELEASES -- DISTRIBUTION -- FEATURES -- PR FEATURES -- 12 How: talking to the press -- JARGON -- MEETING THE PRESS -- TO LUNCH OR NOT TO LUNCH? -- PRESS INTERVIEWS -- PRESS CONFERENCES AND RECEPTIONS -- 13 Checklist for effective press relations -- Part 3 Handling the Broadcast Media -- 14 Why: the importance of broadcast coverage -- PROACTIVE TELEVISION -- 15 How: preparation and briefing -- ASKING THE QUESTIONS.

PREPARING FOR THE INTERVIEW -- EXAMPLE OF A FINAL BRIEF -- CHECKLIST -- 16 How: winning the interview -- A POOR INTERVIEW -- A GOOD INTERVIEW: GETTING THE MESSAGE ACROSS -- CHECKLIST -- 17 Fine-tuning: handling different interviews -- LIVE -- RECORDED -- PANEL -- DOWN-THE-LINE -- ON SITE -- DOORSTEP -- IDEAS FOR PROGRAMMES -- CONTACTS WITH TV STATIONS AND PEOPLE -- VIDEO NEWS RELEASES -- 18 How: radio interviews -- RADIO INTERVIEW TECHNIQUES -- TYPES OF INTERVIEW -- Conclusion -- Further reading -- Index.