In the News: The Practice of Media Relations in Canada

Overview

Media relations is one of the mainstays of the communications business. With the proliferation of round-the-clock media, communicators have more opportunities than ever to find themselves "in the news." Yet today's communicators come from diverse backgrounds and are not always trained to work to their best advantage with the media. In the News: The Practice of Media Relations in Canada provides an introduction to media relations, grounded in both communications theory and hands-on, day-to-day experience. The book...

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Overview

Media relations is one of the mainstays of the communications business. With the proliferation of round-the-clock media, communicators have more opportunities than ever to find themselves "in the news." Yet today's communicators come from diverse backgrounds and are not always trained to work to their best advantage with the media. In the News: The Practice of Media Relations in Canada provides an introduction to media relations, grounded in both communications theory and hands-on, day-to-day experience. The book explains current media practices and presents a plan for managing media relationships. Whether you need media to promote your issues to the nation at large or to reach small, targeted groups, this book is your step-by-step guide. In the News is perfect for communications students, media relations practitioners in the private, public and voluntary sectors, and anyone who wants to break a story in the news.

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Product Details

  • ISBN-13: 9780888643827
  • Publisher: University of Alberta Press
  • Publication date: 2/1/2002
  • Pages: 248
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.65 (d)

Meet the Author

William Wray Carney has worked in communications and public relations for more than 20 years. Prior to his communications career, he studied journalism at Carleton University School of Journalism, worked for a national public affairs television show based in Toronto, and edited urban and rural weekly newspapers in Alberta. Carney is a professional communicator, practicing in areas of issues management, marketing/advertising, media relations and risk communications. He is also adjunct professor at Concordia University College of Alberta, teaching risk communications, and sessional instructor in public relations at the University of Regina.

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Table of Contents

Preface
Acknowledgements
A Note on Resources
Introduction
1 Why Media, Why News 1
2 Basic Principles of Media Relations 15
3 Professional Relations 27
4 Basics of Media: Who They Are 37
5 Basics of Media: How They Work 55
6 Getting Started: A Media Plan 69
7 Research, Goals and Training: The First Steps 77
8 Approaching the Media: Media Drivers and the News Release 93
9 Other Approaches to the Media 107
10 Do-It-Yourself Media 125
11 The Interview 139
12 The Interview Continued: Questions and Answers 157
13 Evaluation and Revision 173
14 Special Media, Special Cases 181
15 The Fine Art of Complaining About the Media 195
16 Conclusion 203
Notes 209
Bibliography 221
Further Reading 221
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