Includes bibliographical references (p. 279-282) and index.

Introduction: let the world know --
Pt. 1. Stop being a bore.
Ch. 1. Think outside the stratosphere --
Pt. 2. Landing on Oprah is not a strategy.
Ch. 2. What’s newsworthy?
Ch. 3. Strategic media plans.
Ch. 4. Starting your media program.
Ch. 5. Cultivate relationships with journalists.
Ch. 6. How and when to complain about coverage --
Pt. 3. How to stage a media event.
Ch. 7. First, what’s strategic and doable?
Ch. 8. As Thoreau said: simplify.
Ch. 9. Brainstorm stunt ideas.
Ch. 10. The best times to get coverage.
Ch. 11. Where to stage a media event.
Ch. 12. Media sponsors
Ch. 13. Media lists.
Ch. 14. News releases.
Ch. 15. Distributing a news release.
Ch. 16. Interviews.
Ch. 17. It’s the follow-up call, stupid.
Ch. 18. News conferences and media kits.
Ch. 19. Assess --
Pt. 4. How to get news coverage without stating a media event.
Ch. 20. Suggest story ideas to journalists.
Ch. 21. Hook your story to breaking news.
Ch. 22. Influence editorial writers and other journalists.
Ch. 23. Write a guest opinion (Op-Ed).
Ch. 24. Publish (or Broadcast) a letter to the editor.
Ch. 25. Persuade a columnist to write about your issue.
Ch. 26. Influence newspaper photographers.
Ch. 27. Sway a cartoonist.
Ch. 28. Tune your cause to talk radio.
Ch. 29. Place your TV production or information on cable.
Ch. 30. Use community calendars and public service announcements.
Ch. 31. Publicize a report academic paper.
Ch. 32. Promote a story to journalists at national news outlets.
Ch. 33. Generate news coverage abroad.
Ch. 34. Hit the small-time: neighborhood and rural news --
Pt. 5. Your cause in cyberspace.
Ch. 35. News on the Web.
Ch. 36. Media –friendly websites.
Ch. 37. Bloggers.
Ch. 38. Viral marketing --
Pt. 6. Prime-time guerrilla activism.
Ch. 39. Civil disobedience and surprise protests.
Ch. 40. Street posters.
Ch. 41. Spray, stick, cover…
Ch. 42. Wrap your local newspapers in a fake front page.
Ch. 43. Guerrilla activists hit cyberspace --
Pt. 7. Help, media frenzy!
Ch. 44. A media crisis.
Ch. 45. Unsolicited calls from journalists --
Pt. 8. Resources.

At a time when more and more people are becoming activists, this thoroughly revised and updated edition of Making the News explains how to generate news coverage of any important issue or nonprofit cause – and to do so within a reasonable budget. Based on interviews with professional journalists and media-savvy activists, this easy-to-use handbook describes how to stage media events, write distinctive news releases, contact reporters, deliver soundbites, and much more. Now including the latest information about online media coverage – including news Web sites, viral e-mail, and more – this new edition will also insure a media edge in the Internet age. The handbook’s expanded sections on aggressive tactics, including extensive tips on how to create newsworthy visual imagery, provides everything needed to transform standard media events into spectacles that reporters won’t ignore.