After laying a foundation for readers to understand what "media relations" is and how it fits into the broader scope of public relations work, Media Relations Writing provides basic instruction in three parts. Part I gives helpful insights into the news media environment, including understanding what constitutes "news," how to work with reporters and editors, and the various forms of news outlets in the modern media environment. Part II, the bulk of the book, offers chapters on how to write specific forms of media relations tactics, from news releases to op-eds, ending with a chapter on media kits. Finally, Part III offers chapters on media training--or how to appropriately handle being interviewed by the media--and a chapter on measurement and evaluation of media relations efforts.
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About the Author
Dr. Timothy Penning worked as a journalist and a public relations professional before becoming a professor. He teaches public relations courses--including media relations writing--at Grand Valley State University in Michigan and continues to provide public relations consulting to various clients. He has a Ph.D. in media and information studies from Michigan State University and is accredited in public relations (APR) by the Public Relations Society of America (PRSA). He is a member of the PRSA College of Fellows and the Arthur W. Page Society.