In the News: The Practice of Media Relations in Canada / Edition 2

In the News: The Practice of Media Relations in Canada / Edition 2

by William Wray Carney
     
 

ISBN-10: 0888644957

ISBN-13: 2900888644953

Pub. Date: 02/04/2004

Publisher: University of Alberta Press

Covering both the theoretical and practical aspects, this introduction to the field explains current media practices and presents a plan for managing media relations. The book discusses basic principles, considers who the media are and how they work, and offers advice on practical matters like news releases and interviews. Carney is a former journalist. Distributed by…  See more details below

Overview

Covering both the theoretical and practical aspects, this introduction to the field explains current media practices and presents a plan for managing media relations. The book discusses basic principles, considers who the media are and how they work, and offers advice on practical matters like news releases and interviews. Carney is a former journalist. Distributed by Michigan State University Press. Annotation ©2004 Book News, Inc., Portland, OR

Product Details

ISBN-13:
2900888644953
Publisher:
University of Alberta Press
Publication date:
02/04/2004
Edition description:
2nd Edition
Pages:
292

Table of Contents

PrefaceIX
AcknowledgementsXI
A Note on ResourcesXII
IntroductionXIII
1Why Media, Why News1
Why Choose Media as a Means of Communications?2
Advantages and Disadvantages of Media4
Alternatives to Media11
2Basic Principles of Media Relations15
Principle 1Good Communications Cannot Overcome Bad Judgement15
Principle 2Provide Information from a Credible Source16
Principle 3Practise Media Relations Regularly18
Principle 4Understand Legal Restrictions and Obligations19
Principle 5You Cannot Manage the Media22
Philosophical Considerations22
3Professional Relations27
Communicator and Journalist27
Ethics32
4Basics of Media: Who They Are37
Types of Media37
Broadcast Media38
Print Media43
Forgotten Media47
Media Options in a Mid-Sized Market: An Example50
Summary: What Are the Media?53
5Basics of Media: How They Work55
Who Are the Reporters in Canada?55
How Do They Get Their Stories?57
What Makes a Good Story?60
How Do They Present the Story?62
Reporting for Broadcast64
6Getting Started: A Media Plan69
Proactive and Reactive Media Relations69
Planning for a Media Event72
Long-term Planning75
7Research, Goals and Training: The First Steps77
The Situational Analysis77
Basic Planning79
Research81
Policies and Procedures85
Media Training89
8Approaching the Media: Media Drivers and the News Release93
Media Drivers93
Approaching the Media94
The Lead97
Video News Releases106
9Other Approaches to the Media107
The News Conference107
Technical Briefing/Backgrounder113
The Scrum114
Media Stunts114
Media Events116
Direct Contact118
10Do-It-Yourself Media125
Op-Eds125
Letters to the Editor127
Community Cable Programming127
Advertorials128
Ad Features129
Media Sponsorships130
Public Service Announcements132
Self-Publishing: The Newsletter134
Self-Publishing: The Homepage135
11The Interview139
Overview and Limitations139
How Not To Do an Interview141
How To Conduct an Interview: Basic Guidelines149
Attributes of a Good Interview152
12The Interview Continued: Questions and Answers157
The Basic Answer Format157
Basic Questions159
Standard Question Formats161
Unfair Questions164
Fitting Questions to Format166
Done!172
13Evaluation and Revision173
Evaluation173
Measuring Achievement of Goals178
Revise as Necessary178
14Special Media, Special Cases181
Business Media181
Government and Politics184
Entertainment Media187
Sports Media189
Crisis Communications190
Internet and the New Media193
15The Fine Art of Complaining About the Media195
16Conclusion203
Notes209
Bibliography221
Further Reading221

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