work and how you can put them to work for you and your organization. News releases, feature stories, interviewing, and other informationgathering techniques--Writing for the Media explains them all. You'll learn how to: Target messages to specific audiences Use the 5Ws: Who, What, Where, When, and Why Develop key sources Conduct effective interviews Write a news release Organize ideas Write a personality profile Find the "lead" of the story Write other kinds of feature stories Here's What Writing Pros are Saying about Writing for the Media. . . "If you are communicating in the business world you need this carefully organized and well written reference book. . . . No publicity department should be without it!" -- Business Opportunities Digest "A clean, simple, streamlined presentation, both verbally and visually. Excellent for public relations students, company spokespersons, and really any writing aficionado." -- Writer's Update "Writing for the Media is a useful reminder to the public relations professional of who's going to be reading--or tossing--that deathless prose." -- Public Relations Journal "Writing for the Media qualifies as a PR handbook on the level of Elements of Style. Lucid and concise, Ms. Pesmen's book is one you should have whether you're a student or professional communicator." -- Chicago Ad Woman Newsletter Sandra Pesmen, features editor of Crain's Chicago Business and author of a monthly magazine column for women executives, previously worked as a reporter and features writer for the Chicago Daily News. Having taught journalism at Northwestern University, Ms. Pesmen frequently lectures at Chicago area colleges and conducts seminars for academic and business groups.

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