LEADER 04087nam 2200661 a 450 001 9910807771303321 005 20230710173723.0 010 $a1-00-344631-0 010 $a1-000-97420-0 010 $a1-003-44631-0 010 $a1-57922-545-4 010 $a1-4416-5191-8 035 $a(CKB)2670000000039024 035 $a(EBL)911881 035 $a(OCoLC)646828481 035 $a(SSID)ssj0000425305 035 $a(PQKBManifestationID)12130666 035 $a(PQKBTitleCode)TC0000425305 035 $a(PQKBWorkID)10364399 035 $a(PQKB)10274200 035 $a(Au-PeEL)EBL911881 035 $a(CaPaEBR)ebr10545773 035 $a(MiAaPQ)EBC911881 035 $a(EXLCZ)992670000000039024 100 $a20091215d2010 uy 0 101 0 $aeng 135 $aurcn||||||||| 181 $ctxt 182 $cc 183 $acr 200 10$aPitch perfect$b[electronic resource] $ecommunicating with traditional and social media for scholars, researchers, and academic leaders /$fWilliam Tyson ; foreword by Robert Zemsky 205 $a1st ed. 210 $aSterling, Va. $cStylus$d2010 215 $a1 online resource (244 p.) 300 $aDescription based upon print version of record. 311 $a1-57922-333-8 320 $aIncludes bibliographical references and index. 327 $aCover; Contents; Acknowledgments; Foreword; 1 Telling Your Story: Is It a Good Report If It's Not Read?; Coming to Terms; Time, Risk, and Rewards; 2 How the Media Works; Earning Media Coverage; Getting on the Media's Contact Lists; 3 Getting Started; Contacting the Media; What Makes News; 4 Developing a Media Strategy: Prioritizing the Media; Story Placement; Offering an Exclusive; 5 Presenting Your Story in Writing; Press Release; E-Mail; 6 Calling the Media; What to Say When You Call; Whom to Contact; Titles and Functions; 7 Media Sessions; 8 Resources for Contacting the Media 327 $aMedia Directories and Newsstands Institutional Support; Working With a Media Consultant; 9 Presenting New Research Findings; Professional and Trade Journals; Science Reporting by the Mainstream Media; What Makes a Good Research Story; Planting the Story Seed; Embargoes; Press Conferences; 10 When a Reporter Calls; Spare Me; 11 The Media Interview; Media Interview Checklist; Terms of Engagement; Rabbit Stew; Avoiding Media Blunders; When to Ask for a Correction; Media Advice From Academics and Scholars; 12 Radio and Television Interviews; Television Interview Basics; 13 Opinion Articles 327 $aApproaching the Opinion Page Desk Op-Ed Format; Op-Ed Writing Style; Op-Ed Added Value; 14 Letters to the Editor; 15 Speeches; 16 Book Promotion; 17 Web 2.0 and Beyond; Blogs; Twitter; Web Sites; Wikis; Podcasts; YouTube; Facebook; Conclusion; Appendix A: Selected Major Television and Radio Programs That Use Guest Interviews; Appendix B: Canadian Media; Appendix C: British Media; Index; 330 $aHow do you get yourself heard amid the volume of news and information in today's 24-hour news cycle, and get your message across in an environment where blogs and Twitter vie with traditional media? Bill Tyson shows you how to undertake early and thoughtful communications planning, understand the needs and workings of the media, both traditional and digital, and tell your story in a way that will capture your audience. 606 $aUniversities and colleges$xPublic relations$zUnited States 606 $aCommunication in education$zUnited States 606 $aMass media and education$zUnited States 606 $aCollege teachers$xProfessional relationships$zUnited States 615 0$aUniversities and colleges$xPublic relations 615 0$aCommunication in education 615 0$aMass media and education 615 0$aCollege teachers$xProfessional relationships 676 $a659.2/937873 700 $aTyson$b William$f1949-$01685417 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910807771303321 996 $aPitch perfect$94057538 997 $aUNINA