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By Thomas J. Curtin
Special to The PREVIEW
Chicago-based Waveland Press has announced the publication of “On Deadline: Managing Media Relations, Fifth Edition,” by Pagosa author Carole M. Howard.
Called “virtually an encyclopedia of media relations” by one reviewer, the Fifth Edition covers relationships with reporters, spokesperson training, news conferences and special events, integrating media relations into marketing communications plans, crisis management, global media relations, ethics, establishing a media policy within the organization, measuring results and becoming a counselor to management. Its practical advice and how-to ideas draw on current case studies, most involving social media, and the author’s extensive experience in the U.S. and around the world.
“On Deadline: Managing Media Relations, Fifth Edition” is considered by many reviewers and university professors to be the foremost text on media relations in the corporate and nonprofit sectors. The Fourth Edition of “On Deadline” has been published in Chinese.
Most case studies in the Fifth Edition are new and involve examples of the use of social media. While publishing industry guidelines require revised editions of a book to have 20 per cent new copy, Waveland Press says that about 30 percent of the text in “On Deadline, Fifth Edition” has been updated and new graphic elements have been added. Among the new material is a section called “Advice from a Weekly Newspaper Editor” quoting SUN editor Karl Isberg, and a case study about how Pagosa’s Ruby Sisson Library uses both traditional and social media to communicate with the community.
Howard is the retired worldwide vice president of public relations for The Reader’s Digest Association in New York, and an award-winning writer, editor and speaker. She is a former reporter and was a longtime AT&T public relations manager. “On Deadline, Fifth Edition” is an update of Howard’s first book. She has contributed chapters or major sections to 11 other books, written more than 100 magazine articles, and given speeches on PR, marketing and management around the world.
Today, she writes the weekly Library News column for The Pagosa Springs SUN, and is as likely to be found on the golf course or ski slopes with her husband, Bob, and lady friends as at her computer. She is secretary and blogmaster of the San Juan Pi Beta Phi alumnae organization and secretary of the Pagosa Springs Women’s Golf Association. Her other volunteer community activities have included serving on the local Music in the Mountains board and being president and newsletter editor of the Gray Wolf Ski Club. The Howards moved to Pagosa full-time in 1995.
It is unusual for audience demand to warrant a fifth edition of a PR textbook. “On Deadline” has achieved that distinction because of its clear, fast-moving style and the extensive worldwide experience of its author. Said Dr. Don Ranly, professor emeritus at the University of Missouri School of Journalism, “Every student of public relations, whether a seasoned practitioner or a first-year student, should read this book.”
“On Deadline: Managing Media Relations, Fifth Edition” is available as a trade paperback and as an e-book. The publisher has donated a copy of the book to the Sisson Library. It is available on amazon.com. Links to e-book options are on the Fifth Edition’s webpage at www.waveland.com.