Mastering The Media Purpose, Passion &; Publicity for Nonprofit &; Advocacy Organizations

A complete guide to the art and science of building effective media coverage for nonprofit and advocacy organizations. This book guides the reader through every step, from basics to sophisticated strategy & tactics. "If you want to move, change, shape or lead then Mastering The Media is the first place to start." Darryl Young, Former National Media Director, The Sierra Club "...takes the mystery and complexity out of the media game...All senior staff should have a copy on their desk." Mike Alvidrez, Executive Director, Skid Row Housing Trust