Getting Publicity. 3rd ed.

M. Wayne Cunningham is a past executive director of the Saskatchewan
Arts Board and the former director of Academic and Career Programs at
East Kootenay Community College.

In this book, two award-winning journalists set out “to demonstrate
that anyone can learn the skills necessary to profit from free
publicity.” Using a step-by-step approach, supplemented with concisely
presented case studies and relevant examples, the authors provide
businesses and organizations with expert advice ranging from dealing
with traditional media, to preparing promotional materials, to accessing
the Internet. Multiple worksheets, samples, checklists, and a list of
most frequently asked questions are among invaluable aids found in this
user-friendly book. Recommended for either the public-relations novice
or the professional looking for a quick refresher on a specific topic
such as press passes, complimentary tickets to events, captions for
photographs, and the use of punctuation in a media release.