Faculty Guide to Working with the Media: Media Relations Survival Skills

Preface
Dedication
About the Author

Media Coverage in Contemporary Society
Lesson 1—Media Roles and Responsibilities
Lesson 2—Stakeholder Expectations for Media Coverage
Lesson 3—Elements of Successful Media Coverage
Lesson 4—Types of Media Coverage
Lesson 5—News Cycles and Deadlines
Lesson 6—Technology and Media Coverage
Lesson 7—Changing Paradigms in Media Coverage
Lesson 8—Changing Players in Media Coverage

Roles and Responsibilities in Media Coverage
Lesson 9—Roles and Responsibilities of the Media
Lesson 10—The Reporter’s Job in Covering a Story
Lesson 11—Editors and Other Media Professionals
Lesson 12—Professional Responsibilities when Working with the Media
Lesson 13—Institutional Responsibilities when Working with the Media
Lesson 14—Working with Your Media Relations Office
Lesson 15—Institutional Policies and Procedures
Lesson 16—Role of a Public Information Officer

Pursuing Media Opportunities
Lesson 17—The Media—Friend or Foe?
Lesson 18—An Institutional Perspective of Media Opportunities
Lesson 19—Why Pursue Media Opportunities
Lesson 20—Opportunities to Work with the Media
Lesson 21—Identifying Appropriate Media Opportunities

Faculty Guide to Working with the Media: Media Relations Survival Skills
Lesson 22—Pursuing Initial Media Opportunities
Lesson 23—Introducing Yourself to the Media
Lesson 24—Making Yourself Available to the Media

Working with the Media
Lesson 25—Professional Responsibilities when Working with the Media
Lesson 26—General Principles when Working with the Media
Lesson 27—Professionalism Is Essential
Lesson 28—Deadlines and Timeliness
Lesson 29—The Importance of Thorough Preparation
Lesson 30—Preparing for Media Appearances
Lesson 31—Working with the Media Before a Story
Lesson 32—Working with the Media During a Story
Lesson 33—Working with the Media After a Story

Serving as a Subject Matter Expert
Lesson 34—Media Expectations for a Subject Matter Expert
Lesson 35—Professional Responsibilities as a Subject Matter Expert
Lesson 36—Working with the Media as a Subject Matter Expert
Lesson 37—Identifying Your Areas of Expertise as a Subject Matter Expert
Lesson 38—Are You a Specialist or a Generalist?
Lesson 39—Know Your Limits!
Lesson 40—Matching Your Qualifications and Comfort Level with Appropriate Media Opportunities
Lesson 41—Proposing Topics as a Subject Matter Expert

Achieving Media Success
Lesson 42—Purpose and Types of Interviews
Lesson 43—Preparing for Interviews
Lesson 44—Professional Appearance and Behavior
Lesson 45—Working with Print Media Outlets
Lesson 46—Working with Radio Media Outlets
Lesson 47—Working with Television Media Outlets
Lesson 48—Working with the Internet and Social Media

Becoming a Recognized Media Source
Lesson 49—Developing a Working Relationship with the Media
Lesson 50—Becoming a “Go-To” Source
Lesson 51—Enhancing Your Reputation with the Media
Lesson 52—Making and Honoring Commitments

Faculty Guide to Working with the Media: Media Relations Survival Skills
Lesson 53—Honesty and Integrity Are Essential
Lesson 54—Maintaining Currency in Your Area of Expertise
Lesson 55—Anticipating Future Media Requests
Lesson 56—Developing a Resource Notebook
Lesson 57—Achieving Success Together

Job Aids
Job Aid 1: Defining Your Scope as a Subject Matter Expert
Job Aid 2: Identifying Appropriate Media Opportunities
Job Aid 3: Preparing a Media Release
Job Aid 4: Preparing for a Print Media Interview
Job Aid 5: Preparing for a Radio Interview
Job Aid 6: Preparing for a Television Interview