A thorough introduction to the essential skills of working with the media, for public relations students and professionals.
Media relations is one of the most tangible and visible areas of public relations practice. It requires specialised skills, expertise about the media and its practices, and an understanding of current affairs and issues. It uses the practical tools of the media release, media conference and media kits, combined with management skills of advising about best practice within an organisation, and it is based on open relationships with journalists and other media professionals.
Media Relations provides a practical and thorough introduction to working with the media. Jane Johnston explains how to approach media organisations, explaining practices and ideas - both tried and tested as well as new and innovative - and examines how you can best assist an organisation, group or individual in dealing effectively with the media.
Media Relations presents a range of examples, case studies, illustrations and templates, and balances these with a solid foundation of theory, media background and culture. It drills down into the different types of media, analysing their applications, strengths and weaknesses, and shows you how to target your message to the right media outlets, whether it is national television, community radio, celebrity magazines or an influential blog.
Successful media relations is about clever, creative communication and respectful, professional relationships based on sound, ethical practice. Media Relations shows you how to develop essential skills in working with the media.
'The depth and scope of this media communication book is excellent. The book provides a strong foundation for understanding the media industry and for delivering activities which can help build balanced coverage, and placement with audiences that matter.'
Jane Johnston is Senior Lecturer in the School of Arts at Griffith University. A former journalist and public relations practitioner, she is co-editor of the leading text Public Relations: Theory and Practice and is widely published in the field of communications.
Table Of Contents:
1: Media relations in the public relations mix
2: Understanding the media environment
3: Theorising media relations
4: Working with the news media
5: Media releases
6: Media kits
7: Media conferences, tours and famils
8: Not just the news
9: Writing for different audiences
10: Working with print media
11: Working with broadcast media
12: The internet and the global environment
13: Media relations in context: case studies
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