The Disaster Center Bookstore Disaster Center Bookstore-a service of Rothstein Associates Crisis Management, Crisis Communications Media Relations Strategies During Emerg. This volume is a guide to media relations strategy that provides insight, tools, techniques, tips, tactics, and suggested language for conducting media relations during emergencies, crises, and disasters. A successful strategy requires intense, purposeful preparation. No matter what the situation or scenario, when it comes to working with the news media there are common principles and approaches. Most are learned situation by situation, problem by problem, often interview by interview.
Media relations is a skill that is enhanced by ongoing, relentless practice.
This Guide focuses primarily on the fundamentals of getting ready to meet the news media when emergencies occur. The emphasis is on understanding who the media are and how they work, but from the client's perspective rather than from the media's point of view. The process of strategy is about who you are and what you intend or need to accomplish. While it's useful to know, as background, who the media are, their points of view or agendas, and how they behave, you or those you represent are going to be in the news. The success of any media relations effort is virtually never the media's responsibility.