"Navigating the media can be treacherous. Sally Stewart offers a practical, no-nonsense road map to make sure you come out smelling like a rose."
-Dominick Dunne, Columnist, Vanity Fair and author of Justice: Crimes, Trials, and Punishments "If you need one guide to building your brand through media and public relations strategies, this is it. Sally Stewart provides invaluable information about what the landscape is today. I know from my own experience that Media Training 101 works-and works great."
-Michael Greenberg
President, SKECHERS USA, Inc.
"Everything you need to know about the care and feeding of the media-and then some. With equal parts William Randolph Hearst, James Carville and doting Jewish mother, Ms. Stewart delivers a killer guide to coping with the press-and turning it to your advantage."
-Dennis Kneale
Managing Editor, Forbes
This helpful, practical guide offers proven strategies for dealing with the news media in any situation. Ideal for company spokespersons, public relations officers, or anyone who will have to deal with the press sooner or later, it also includes expert advice on designing a public relations plan and implementing it effectively. You'll learn how to:

• Dodge deadly pitfalls
• Control a crisis
• Employ interview tactics that really work
• Follow the ethical rules of public relations
• Design stellar press kits
• Develop your key message points
• Understand how journalists think and behave
• Know what's news and what's not
• Avoid the ten things you should never say to a reporter
• Write great press releases
• Pitch your company's story
• Hire good outside public relations professionals