Ebook Feeding the Media Beast: An Easy Recipe for Great Publicity, by Mark Mathis
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Feeding the Media Beast: An Easy Recipe for Great Publicity, by Mark Mathis
Ebook Feeding the Media Beast: An Easy Recipe for Great Publicity, by Mark Mathis
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Review
"There are valuable nuggets in ‘Feeding the Media Beast….’ Mr. Mathis is spot on." -- Wall Street JournalThis book should be on the reading list of anyone whose job involves communicating effectively. -- Foreward Magazine[T]he best book on PR I’ve ever read. Simple, direct, and loaded with easy to read truths. -- Jack Trout
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About the Author
Mark Mathis is a former television reporter/anchor and radio talk show host. He is currently a media trainer, teaching the Media Rules system and consulting to a variety of businesses and industries. He lives in Albuquerque, New Mexico.
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Product details
Paperback: 293 pages
Publisher: Purdue University Press (May 30, 2005)
Language: English
ISBN-10: 1557533970
ISBN-13: 978-1557533975
Product Dimensions:
6 x 0.8 x 9 inches
Shipping Weight: 1.2 pounds (View shipping rates and policies)
Average Customer Review:
4.4 out of 5 stars
27 customer reviews
Amazon Best Sellers Rank:
#1,016,125 in Books (See Top 100 in Books)
One of the most enlightening books I have ever read. It delivers, in spades, a strategy for gaining positive publicity. On the way, it provides extremely interesting and thought provoking insight into how the media (and media professionals) operates.The book is logically structured, with each chapter building on the previous. The result is a memorable system, as opposed to a jumble of rules.Each chapter provides valuable insights into the how's and why's of gaining access to media. The insight that had the most impact on me was that you have a client relationship with reporters. The only thing is, the reporter is the client. That insight alone was worth the price of the book.
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As a media strategist, I have endured circumstances in which the company clearly did not know what Mark Mathis is teaching.Fundamentally, says Mathis, the media is an animal needing to be fed. They need your help, and it's your job as a company or concern to ensure they get three square meals.Remember reporters and editors -- like real people -- have limits on their time, knowledge and experience. They have misconceptions, biases, ignorance, and in general -- they are human. Mathis shows you how to respond to this humanity, positioning your company to be covered favorably and frequently by the media.Broken down into 12 rules, he presents not the technicalities of writing a press releasee or how to do public speaking. Rather, "Feeding the Media Beast" is about strategic principles.The key to do it all is to think like a teacher, to be prepared and to never let up. A teacher keeps it simple and repeats his message. You prepare for whatever the reporter may throw at you, but you also provide consistent resources for that same reporter prior top, during and after the interview. Why? Because it'll increase the likelihood you'll be quoted in a more accurate context, and that whenever the reporter needs information on your issue or topic, you'll get the call. You are just making the reporter's job easy.Sell your story on its emotional merits as well as through the facts, he says in Chapter 9, "The Rule of Education." Remember what us your passion might not be obvious to the unaware reporter. Help him tell your story. This might include anecdotes, publicity stunts and cheap gimmicks. Call it hype, but if done well, it can reap great, colorful attention to your cause.Be forward thinking is the theme of "the Rule of Timing." Opportunities are all fleeting, and require a correct, creative response. Mathis tells us of former President Bill Clinton's ability to push forth his agenda when a national event like the OJ trial was occurring. Ideas which might not have gone over well went unnoticed because the nation was captivated by white vans and gloves which did not fit.Bias, Mathis remarks, exists. This is particularly evident in matters of religion as indicated by overwhelmingly persuasive statistics. The media is generally swinging toward the left, as shown through a 1992 Roper Poll which said a full 89% voted for Bill Clinton, and only 7% voted for Bush, Sr. You, the publicity person, must realize this and work within this fact. See Goldberg's "Bias" for more on this.Buy "Feeding the Media Beast," by Mark Mathis. He makes his case and states it well, with statistics, examples and personal credential. I fully recommend this book.Anthony Trendleditor, HungarianBookstore.com
Media maven Mark Mathis not only knows media and how to toot his own horn, but he can show you how to toot yours. He knows that big corporations typically have a fleet of PR people scurrying about trying to manage the media. He notes that in 1996 Microsoft had an estimated 500 PR people, Time Warner had 300. (p. 112) Although it would seem that Time Warner ought to be more media savvy than Microsoft, Mathis's point is, who has more money and how do you think they got it? According to Mathis, part of the reason that Windows 95 swamped IBM's OS/2 is that Bill Gates and company did a much better job of managing the media (p. 113)Mathis also knows that CEOs lie awake nights dreaming of schemes to seduce the media, to get some of that FREE publicity that is better than any kind of advertising. In this book he tells them how.Mathis's formula caricatures the media into a dumb beast that can be controlled (the clever cartoons by Eric Garcia of the "beast" nicely augment the text), and presents sound-byte advice in twelve chapters each with a media "rule": keep it "simple"; make it "easy"; infuse it with "emotion"; make it "different"; be "prepared" (anticipate obvious questions and have snappy quips at the ready); "repeat," etc. He peppers his prose with lively examples, funny asides, and pithy illustrations. He recalls such media coups as the brilliant "planned spontaneity" of US soccer star Brandi Chastain who stripped to her black sports bra after kicking the winning goal against China at the 1999 World Cup championship. And he notes lost opportunities as when Dan Quayle got ambushed by Lloyd Bensen in a debate with the memorable, "Senator Quayle, I knew Jack Kennedy...and you, sir, are no Jack Kennedy." Mathis suggests that had Quayle been better prepared he might have come back with, "You're right, Mr. Benson. I've been faithful to my wife." (p. 96)This is a media book lively enough to keep a tired CEO awake during an all-nighter to Singapore and uplifting enough to give encouragement to the depressed PR director of a sewage company. The Beast, according to Mathis in the opening chapter is "Handicapped, Hungry, Harried, and Human" In Chapter Six we find that the beast also has "Heartburn." And how does he spell relief?: "E-a-s-y," as in, make things easy for the beast. (pp. 113-114)Reporters are characterized as underpaid, under-educated (p. 11), overworked, and not entirely bright, particularly with numbers and complex stories (see pages 73 and 76). Indeed, Mathis, an ex-reporter himself, does a little reporter bashing along the way just to make those CEOs and PR guys he's addressing feel confident. He warns against the liberal bias of the media, noting that reporters "tend to think they are smarter, more worldly, and, in general, more enlightened than the rest of us." (p. 21) I guess Mathis ought to know. But what he doesn't say is that the liberal bias of the reporters is overshadowed by the conservative bias of the owners. (Guess which slant wins out.) He doesn't mention this because he believes that it doesn't matter. The people you need to get to are the reporters. You need to know their prejudices, their needs. And Mathis knows them well. Here's his take on the need for simplicity:"News reporters have one primary function--to simplify. A reporter can be brilliant. He can be a proficient grammarian and a dogged investigator. He can be a master of eloquence and wit. But if he cannot simplify, he might as well become a veterinarian." (p. 67)Your job, as Mathis sees it, however, is to make sure the reporter simplifies it in a way that makes you look good. Therefore you simplify your message for the reporter! I see this as an example of something I've always stressed: you have to guide the experts. They may be experts--doctors, lawyers, reporters, etc.--but you're the one who really cares, so you have to guide them.Although this is a fine piece of work, I do have a couple of suggestions. One, Mathis needs a chapter on "the rule of entertainment." The beast likes to be entertained and more to the point, the beast needs to be entertaining to stay in business. Also Mathis's take on why we so often "hear and see bland, boring comments" in the media (p. 57) despite his injunction to make it emotional, is not quite right. He recalls Crash Davis from the baseball movie Bull Durham (1988) telling Nuke LaLoosh to "learn your clichés." Mathis's position is that ball players should avoid the clichés and say something lively and emotive instead. He laments that politicians are particularly guilty of saying the bland and ordinary. But the reason politicians typically speak as vacuously as possible is that they don't dare say anything lively that can be used against them or be vividly recalled later on when they change their mind. And Crash had it right because ball players have a higher loyalty than gaining publicity for themselves. (Or at least they need to pretend they have.) They need to NOT stand out. They need to be part of a TEAM that cares not for personal glory but just wants to take them "one at a time" and get a "W."I have no doubt that this book will be valuable to everyone from small business owners to the top execs at Fortune 500 companies who want to improve their ability to manage media. If I had the wherewithal and the need, I'd hire Mathis on the spot. His "recipe" is easy once you understand it, and rest assured, by the time you finish this well presented, eminently readable, entertaining and timely book, you will understand the beast, at least publicity wise.
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