The power of the media is unquestionable. It can have dramatic effects on public opinion and decision making. 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.
For the newcomer to public relations, Effective Media Relations is a useful primer. For the seasoned practitioner, it will serve as a refresher and give an valuable overview of media relations.
About the Author
Michael Bland is a corporate communications consultant.
Alison Theaker worked in in-house PR for eight years. Since 1990 he has taught at Leeds Metropolitan University.
David Wragg is an independent consultant.
Table of Contents
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.
Most Helpful Customer Reviews
This book provides a basic introduction to working with the print and broadcast media in the United Kingdom. It starts with an overview of modern press history, including major developments in Germany and France. While this section of the book is interesting and informative, its relationship with the rest of the content is somewhat unclear. The book¿s hands-on value emerges when the narrative moves onto practical questions, discussing how to deal with print reporters, hold press conferences, issue press releases and prepare for TV and radio interviews. First-timers will appreciate the helpful checklists in this section. We recommend this elementary media relations book to new staffers who are working with the media, particularly in the U.K., and to those who are intrigued by media history.