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Originally published by Stevenson, Inc., this practical resource helps nonprofit leaders and professions discover new ways to forge winning relationships with media professionals, learn what other nonprofits are doing to increase news coverage and build awareness and learn new techniques and procedures to improve media relations. Important topics covered include: * The national news * Interviews * Free publicity * Writing news releases * Avoiding common media mistakes * Handling negative publicity * Responding to reporters * Employee engagement * Media coverage * Online pressrooms * Radio and TV exposure * Strategic partnerships * Hotsheets * Media databases * Special events * Media buyers * Media archives Please note that some content featured in the original version of this title has been removed in this published version due to permissions issues.