Emphasizing the need for businesses to take a proactive approach to media relations, examines methods and techniques used by executives to develop successful press relations. Marketing News Media relations is a hot topic on today's business agenda. This timely book advocates that business take a proactive approach to media relations to prevent biased treatment. Various strategies are developed and techniques that executives can use are explored. Many case examples are cited of campaigns waged by companies in diverse circumstances. It is based on a national survey of business executives of the Fortune 1,000 largest corporations and journalists from the nation's largest newspapers.