1. Media Advocacy Workshop & General Media Overview You can do this! * Lifetime Guarantee Included *

7. Where Is Your Audience? Pew 2007

9. Messaging

11. Learn from the Pros Chevron campaign tries to balance need for oil with global warming – SF Chronicle 9/28/07 Chevron executives say they know that an advertising campaign, even one this lavish, won't make everyone love them. The company's market research consistently show that some people approve of oil companies and some despise them. "And it doesn't matter what we say - they're going to feel that way," said Helen Clark, Chevron manager of corporate brand and reputation. "But there's a large faction in the middle that really is open."

21. Framing – In Action Preschool for all of California’s children Enormous unnecessary public expenditure OR Wise public investment to improve lives, reduce crime & increase college graduates

23. An Inside Look At The Media

30. Media Relations & The Question & Answer Game

31. It should NEVER be this way

42. Do’s & Don’ts For Effective Interviews

49. Types of Questions – Prepare your own

59. Additional Resources SpinProject.org – resources, templates, & how-to’s SmartChart.org – tool for building your communications plan

60. Dan Cohen Principal Full Court Press Communications [email_address] 510-465-8294