Help for press secretaries.

• Author: Rose, Gene
• Position: Book Review

Media Relations Handbook for Agencies, Associations, Nonprofits and Congress by Brad Fitch, TheCapitol.Net Inc. 2004. P.O. Box 25706, Alexandria, Va. 22313-5706.368 pages. $45. Available at www.MediaRelationsHandbook.com.

We should pay attention when an author gets Tucker Carlson and James Carville to agree on his book.

Brad Fitch, a current communications teacher at American University and a former congressional press secretary, has written a useful handbook aimed at those who do media relations for government agencies and elected officials. He offers advice on ethics; dealing with the media; producing video news releases; developing Web sites; creating a crisis communications plan; and writing press releases, speeches, newsletters and opeds. He knows this turf well and, unsurprisingly, communicates it easily.

"Right or wrong, the media do not like to cover good stories about government," he writes, which sums up many of the difficulties government officials, agencies and nonprofit organizations have when competing for a slice of the media pie.

Although targeted for new media relations staff or ones starting a new press office, even the most experienced public information officer can learn from this book.

The advice can be downright obvious "Avoid calling radio stations during busy times" to thought provoking "Whether it be a standard news article, political speech or op-ed piece, policy arguments without tangible people connected to them are distant and often weak."

He dispenses valuable insights into technology, reminding us that it can't solve everything. "Don't expect technology by itself to invent interest in your mission. Start with your core beliefs, a logical target audience and build from this." He lists items that all online newsrooms should have, talks about the importance of...