Designed to assist public relations personnel deal effectively with print and non-print media, this booklet contains guidelines for: (1) analyzing an audience and selecting the appropriate media; (2) developing persuasion techniques; (3) writing for public relations; (4) determining newsworthy events; (5) detailed planning; (6) assessing results; (7) creating professional and interesting news releases; (8) organizing a news conference; (9) placing a feature story; (10) placing print, television, or radio features; (11) creating newsworthy events; (12) getting on radio and television via public service or community calendar announcements, free speech messages, editorials/rebuttals, talk shows, news features, or public affairs shows; and (13) communicating through graphics, i.e., brochures, flyers, posters, calendars, newsletters, annual reports, and slide shows. Samples of two news releases, a fact sheet, two public service announcements, and one public opinion free speech message are included. (JB)