• How to ensure your story will be chosen as today's news
• How to gain credibility and achieve effective coverage
• How to better communicate with reporters, editors and producers
• How to use media coverage to build a distinctive brand image

From the perspective of an accomplished expert and with advice from leading journalists, Making News provides a deeper understanding of how the news business functions, how journalists judge the value of a legitimate story and how you can communicate with the media to achieve outstanding results.

PRAISE FOR DAVID HENDERSON

"Public relations is never as easy as it looks. So you are lucky to be reading this book, for few know PR as well as David Henderson. A skilled correspondent and a gifted man, David knows both sides of the process of delivering a message."
-Harry Smith
CBS News

"David Henderson has worked both sides of the street-as a reporter and an advocate. He has that double advantage of knowing a story and knowing how to sell it."
-Richard Serrano
Los Angeles Times