Product Description

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.

Product Details

• Amazon Sales Rank: #261910 in Books
• Published on: 2005-06-03
• Original language: English
• Number of items: 1
• Binding: Paperback
• 176 pages

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

Review

“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

From the Inside Flap
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

Customer Reviews

Only good for absolute beginners
This book is part of the IPR series of books which vary as much in subject matter as they do quality. I am afraid to say this is at the lower end of the scale as it does little to inform the PR novice and does nothing to inspire anyone with a modicum of experience.

The book is in three sections. The first looks at the media context. It takes the reader through a whistlestop tour of media ownership and law, pays only lip service to the internet and leaves the reader none the wiser about how s/he should factor an understanding of context into a media relations campaign.

The second looks at dealing with the press and makes no reference to the section that precedes it nor to the growing number of online publications and their effect on the media landscape.

The final section - without doubt the best written and most practical - looks at broadcast media, but only considers preparation for interview in any detail as if this is the only way media coverage can be secured by public relations activity on television or radio.

The three key weaknesses of the book are its inability to consider the various media together, its virtual denial of the internet as a media form and the absolute lack of real life examples and case studies to substantiate the points made.

Basic introduction to media relations
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.