Media Alliance wrote and produced this step-by-step guide to help nonprofit organizations and activists get media coverage. The book is divided into three sections. Section One offers practical information on short-term planning for media coverage (that is, for a time constrained, 10-30 day campaign or event). Step-by-step instructions guide the reader through a specific, prescribed set of activities and skill-building exercises for getting good media coverage with a minimum time investment of six hours per week for one month. Among the activities described in this section are building a media list, writing press releases, giving interviews and learning how to pitch stories. Section Two discusses long-term media planning organized around campaign goals and objectives - what you want your campaign to achieve or convey - as well as time and budget constraints. This section also provides information on how to gauge the success, continue to build relationships with the press, access public airways, and document unfair media coverage. Section Three focuses on corporate ownership of the media in the U.S. It proposes that understanding the links between corporate power and the media are critical for media campaign planning.

This book is recommended for nonprofit and community-based organizations that want a concrete, step-by-step guide to planning a short-term media campaign.