Contents: Introduction -- How to use guide -- What you will learn from this guide -- The Problems and benefits of building a positive media profile -- The Different between editorial and advertising -- Defining your publics -- Different types of media -- Reseraching the media list -- Obtaining a media pack -- Building a media list -- In summary -- Understanding what makes the news -- So What is news -- News stories -- Some typical news stories -- Checklist for news stories -- In summary -- Photo stories -- What makes a good photograp -- Using a professional photographer -- Choosing a professional photograher -- Doing it yourself -- Quality and colour -- Press photographers -- In summary -- Understanding the media -- Understanding editorial style -- Getting onto television and radio -- Rules for good media relations -- Press confidences -- Getting the media to cover your event -- In summary -- Writing the news release -- Constructuing the news release -- The News release-step by step -- News release layout guide -- Embargoes -- Angles -- In summary -- The Radio interview -- Down the line' interview -- Find your choice -- Timing -- The Radio studio -- The Remote studio -- Points to remember for good radio -- Interviewing -- In summary -- The Television interview -- 'As for live' -- Pre-recorded interviews -- The Television studio -- On location -- What to wear on television -- Watch those mannerisms -- In summary -- Writing and placing articles -- Getting a commission -- Other ways of being commissioned -- Getting paid -- Article writing -- In summary -- Handling a media crisis -- Reacting to a bad news story -- Step one - be prepared -- Step two - fact finding -- Step three - keep in touch with the media -- Step four - internal communications -- Step five - monitor all media coverage -- Step six - follow up -- In summary -- In-house versus PR consultancy -- Advantages of in-house PR -- Advantages of the PR consultancy -- Disadvanteges of the PR consultancy -- And finally -- Other easy step by step guides.