A complete guide to the art and science of building effective media coverage for nonprofit and advocacy organizations. This book guides the reader through every step, from basics to sophisticated strategy & tactics.
"If you want to move, change, shape or lead then Mastering The Media is the first place to start."
Darryl Young, Former National Media Director, The Sierra Club
". . .takes the mystery and complexity out of the media game. . .All senior staff should have a copy on their desk." Mike Alvidrez, Executive Director, Skid Row Housing Trust
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By Michael Picker
May 23, 2008
"Mastering the Media!" David Hamlin is a pretty sharp and accomplished publicist. He’s been at it for a while, and his clients are doing pretty well. But, there are lots of us. What makes David’s new book, Mastering the Media, so valuable is his corresponding experience in the nonprofit world. David was the Executive Director of the local ACLU in Skokie, Illinois for years, and knows how mission-oriented organizations approach their work. His work there included a share of controversy, so his expertise on media practices during crisis management has the same deep roots. Mastering the Media draws on that experience and burnished expertise to offer a variety of case studies in every area that helps a group (or any organization, whether nonprofit or a for profit enterprise) in building up their visibility in the media so as to further their goals. Each chapter not only paints examples that bring lessons to life, but ends the section with a helpful outline of key points that... More > serve as a punch list for carrying out the activities that David explains in greater depth. Each element in his overall tutelary rings true for me: “This is the absolute truth: no matter how strong your news, no matter how well framed your story, no matter how superbly crafted your news release, your release all by itself will NOT generate news coverage. About 99.999% of the time, you will place your stories with a call.” Yup. I don’t know how many times I’ve heard a hot communications trainer currently in favor with nonprofit funders who fails to emphasize the basics, and instead hammers out a complicated ideological solution that can’t meet the day to day needs of organizations. Mastering the Media is practical and pragmatic; start here instead! Michael Picker, Lincoln Crow Strategic Communications< Less
