The guidelines emphasize that media contact has increasingly become a necessity for police agencies, that it is important to clearly indicate the facts of the story, and that every word spoken to the press could appear in a newspaper or on radio or television. Individual sections explain the role of public relations, the development of a media list, the format of a press release, opportunities for news stories, the use of photographs, methods of targeting a story to radio, and the use of photographs and video clips for television. Other sections focus on other media opportunities; the role of annual reports, brochures, and newsletters; the evaluation of results; basic principles and actions to follow and avoid in handling publicity; and political issues. Sample materials, list of services and suppliers related to publicity, glossary, and index