Guidelines for administrator response to the mass media when one's organization is the focus of a news story are offered in this book. Practical suggestions are offered for the projection and enhancement of an organization's value in crisis and noncrisis situations. A common-sense communications approach is advocated regardless of organizational size or news story type or scope. The administrator must be responsive but have a realistic disclosure strategy based on the situation and nature of the organization. The book is useful to administrators in demonstrating the effect of administrators' media relations decisions on perceptions and future operations of the organization. Sixteen chapters cover information on immediate and long-range media relations strategies, documentation, disclosure, news conference logistics, control of information distribution, interacting with different news media, spokesmanship, and personnel management. Extensive footnotes, a list of contributors, and an index are included. (LMI)