Effective Media Relations: How to Get Results (PR In Practice) [Paperback]

"The new edition takes a look at the importance of email and the use of the Internet. This is a good thing because PR these days is totally dependent on email and the Net." www.kirkusreviews.com

Expert guidance from public relations professionals on how the media works and how to deal with press and broadcast journalists to ensure the best media coverage is achieved.

The power of the media is unquestionable - the dramatic effect it can have on public opinion and decision making is quite unique. Knowing how to use the media effectively is an essential skill for the public relations practitioner.

In this third edition of Effective Media Relations, three public relations professionals give clear, practical guidance on how to work with journalists to get the best possible media coverage.

In Part 1, Alison Theaker looks at the media context and provides an overview of the law, ownership, ethics, new technology and media evaluation.

In Part 2, David Wragg looks at the opportunities that are available in the traditional press and gives practical advice on how to work with them.

In Part 3 Michael Bland takes a behind-the-scenes look at the broadcast media and provides an insight into how radio and television interviews should be handled.

Effective Media Relations will provide an ideal primer for any newcomer to public relations. For the seasoned practitioner, it will serve as a useful refresher to update skills and give an invaluable overview of media relations.

REAR COVER:

"A highly practical book… with insightful advice on how the media works."

REAL

"Three public relations professionals give concise, practical and extremely valuable guidelines on how to work more effectively with journalists in both the
written and face-to-face contexts."

Journal of Public Relations, Institute of Southern Africa

The power of the media is unquestionable – the impact it can have on public opinion and decision making is quite unique – and knowing how to use it effectively is an essential skill for all public relations practitioners. In this third edition of Effective Media Relations, three public relations professionals give clear, practical guidance on how to work with journalists to get the best possible media coverage.

In Part 1, Alison Theaker looks at the media context and provides an overview of
the law, ownership, ethics, new technology and media evaluation.

In Part 2, David Wragg looks at the opportunities that are available in the traditional press and gives practical advice on how to work with them. There is also new information on the growing importance of e-mail and internet use.

Michael Bland takes a behind-the-scenes look at the broadcast media in Part 3 and provides an insight into how radio and television interviews should be handled.

Effective Media Relations is ideal for any newcomer to public relations. For the seasoned practitioner, it serves as a useful refresher to update skills and give an invaluable overview of media relations.

MICHAEL BLAND is a corporate communications consultant. ALISON THEAKER worked in in-house PR for eight years and since 1990 has taught public relations at undergraduate and graduate levels in the United Kingdom and United States. She was also the CIPR’s first Head of Education from 1998 to 2001. DAVID WRAGG is now an independent consultant and author after working in-house for 18 years.

Series Editors: Anne Gregory and Gro Elin Hansen

Michael Bland is a corporate communications consultant.

Alison Theaker worked in in-house PR for eight years and since 1990 has taught on the BA Honours Public Relations course at Leeds Metropolitan University.

David Wragg is an independent consultant.

Where and when: a brief media history. Who: ownership of the media. Media law. Ethics and privacy. Broadcasting in the UK. New media technology. What's it all for? Media evaluation. What? newspapers and periodicals. Why: press relations - a means to an end. News, features and more. How: writing for the press. Why: the importance of broadcast coverage. How: preparation and briefing. How: winning the interview. Fine-tuning: handling different interviews. How: radio interviews.