New Book on Gaining Media Exposure Focuses on Why PR Matters
Author, Linda Pophal, Drives Home Importance of Relationships with Media
By: Linda Pophal
"Working with the media is not a new topic," Pophal says. "The landscape, however, has changed significantly because of social media tools, new forms of content and the unfortunate rise of 'fake news.'"
Given changes in the newsgathering business, Pophal says she wanted to write the book after recognizing that both experienced PR professionals and those new to the field are facing a changing communication environment. Recent graduates may not have learned about new tools or channels that can streamline work; seasoned pros may still be relying on methods that once worked but have now become outmoded or unnecessary, she explains. "News releases and phone calls to editors and reporters, for instance, have largely given way to email pitches and contact via social media."
Even though public relations has been practiced since the early 1900s, professionals in public relations and marketing will find new and timely details in Pophal's book. It outlines how to build relationships with reporters, how to "pitch" stories, how to make the most of social media, how to get prepared for a media interview, how to manage negative publicity, how to work through a social media crisis and more.
In addition, the book offers examples of cautionary tales such as how United Airlines mishandled an oversold flight, why some companies won't let negative stories "die" and how to prevent media blunders.
Pophal points out that students, newcomers to the field of media relations and public relations, business owners, and others will benefit from the depth of the book's examples, extensive tips and research-based content.
For example, the book explains how "thought leaders" and business owners can gain credibility and benefit from third-party endorsements. That is a key, she writes, to letting media coverage provide all of the benefits of paid advertising without the cost.
"What may delight readers is how relatively easy it is today to get media attention and coverage," Pophal says. "What may dismay them is the need for skills that extend beyond just being a good writer to now also having to be able to create, or at least consider, both visual and video content – and be able to understand and use metrics and analytics to evaluate and prove the worth of what they do."
"21st Century Secrets to Effective PR," an ebook, is available in the following downloadable formats: pdf (for reading on PC or MAC), epub (iPad, Nook, and most ebook readers), and mobi (Amazon Kindle).
About the Author
Linda Pophal, author of 15 books and hundreds of articles, is a marketing strategist, content marketer and business journalist with experience working in the energy, education and healthcare fields. She launched her firm, Strategic Communications LLC, in 2008, and works with clients in North America and the U.K. She is accredited by the Society for Human Resource Management, International Association of Business Communicators, and the American Marketing Association, and is a digital specialist for Wisconsin's Center for Business Intelligence. She lives and works in the Minneapolis area.