ABSTRACT
The large general publishing houses usually have a team of specialist press officers or publicists that liaises with the media on behalf of a variety of lists. There are also specialist press and Protection Regulation agencies and it is common for large campaigns to be contracted out to them. In smaller houses, or those where it’s unusual to have newsworthy publications, this is a job that generally falls to the marketing department. The personal attributes for dealing with the media are an effective combination of determination, charm and originality. Social media usually needs to be planned early but implemented late, as those who pick up on something online tend to want it to be available immediately. All printed media have accompanying digital content, and there are many digital-only media. A campaign for coverage usually starts with the sending of a press release to a list of journalists, often tailored to the specific needs of the recipient.
