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RECOMMENDATIONS“You could try just following the advice in Joshua 7:19—‘Tell me
what you have done; do not hide it from me.’ But this book has a lot
more specific advice about just how and when and where to tell your
story so that journalists like me will notice. And then, who knows?
We might even write it down and put it on the air or in the paper.”
“Making the News should be essential reading for non-profits,
or anyone wanting to connect with the media. A quick, easy read, the
book is full of practical tips on improving your organization’s public
profile. But it’s more than a how-to book. Along the way author John
Longhurst also lays out the fundamentals of news-gathering from the
media’s point of view. Understanding these fundamentals seems self-evident
when relating to the media, but too often it’s not. Making the News
is about learning to work with the media so that when your organization
has something to say, the media will more likely listen, and report.”
“If you’ve been wondering why your group or issue isn’t getting
the media coverage you’d hoped for, this manual could provide a
remedy. It’s especially good on how the media work, on what we look
for in stories and on how to create the genuine human interest that
will catch a journalist’s attention. If more groups, non-profit or
not, followed its practical no-nonsense advice, my job would be
easier to do.” “John Longhurst’s steady, common-sense approach to media
relations for non-profit groups is a solid contribution. His section
on religion and the media is a bracingly honest must-read for both
journalists and faith groups. Finally, someone has set it all out in
a straightforward way.” John Longhurst provides practical advice on how the media works
and addresses questions such as what is news, how to share bad news,
how to talk to reporters, or how to access call-in shows. For
organizations with a limited budget, this is a clear, thorough guide
to sending your message. “I wish I had had John's book when I worked as a communications
writer a couple years ago. After spending more than a decade as a
journalist and community newspaper editor, I tried to explain to the
others in the communications department that editors don't look at
press releases the same way PR people do—to no avail. Since
becoming managing editor at Canadian Mennonite, I have appreciated
the material that John sends us; he obviously knows how to craft
pieces that make it easy for someone like me to use.” “This concise book . . . provides great insight for those with
little or no experience in dealing with the media. Among other
things, Longhurst offers some very practical advice on how to
construct a news release, complete with examples. I highly recommend
this book to every congregation as part of an effort to reach out to
their local media to celebrate the mission and ministry of the
church.” “Making the News is a useful guide to media relations for local
churches . . . Making the News is a how-to book with lots of
examples and templates. The author describes how to write a media
release, establish relationships with journalists, manage an
interview, and deal with crisis communications. Also, he provides
helpful insight into how journalists tend to view the church
(there’s some good news!), and what the media consider to be
newsworthy stories. This book ought to be on the shelf of anybody
who wants anybody else to know what the church is doing.” “When I began my career in non-profit PR about a decade ago, a
trusted resource was Making the News. The book, updated in 2006,
provides great, basic step-by step advice with a focus on
non-profits and religious groups wanting to increase their media
coverage. Most small to medium non-profits don’t have a
communications/PR professional on staff, but with a basic
understanding of how media work and what journalists need from you
to cover your non-profit, you can increase the chances of getting
media attention considerably. For a complete grasp of good media
relations practice, read John’s book.”
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