In the News: The Practice of Media Relations in Canada

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University of Alberta, 2002 - Social Science - 225 pages
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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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Contents

Why Media Why News i
1
Basic Principles of Media Relations
15
Professional Relations
27
Who They Are
37
How They Work
55
A Media Plan
69
The First Steps
77
Media Drivers and the News Release
93
The Interview
139
Questions and Answers 1
157
Evaluation and Revision
173
Special Media Special Cases
181
The Fine Art of Complaining About the Media
195
Conclusion
203
Notes
209
Bibliography
221

Other Approaches to the Media
107
DoItYourself Media
125

Common terms and phrases

Popular passages

Page 224 - Karrh, Video news releases: Effects on viewer recall and attitudes.

About the author (2002)

William Wray Carney has a Honors BA in English Literature from Trent University in Peterborough Ontario and studied journalism at Carleton University in Ottawa Ontario. He has over 30 years of experience in media, public relations and education. He has been a sessional instructor at the University of Regina and the University of Alberta and was Adjunct Professor in risk communications at Concordia University College in Edmonton Alberta. His work in public relations was primarily in the public sector in Alberta and Saskatchewan and he is now semiretired from government, maintaining a small private practice in Regina Saskatchewan. He is the author of In the News: The Practice of Media Relations in Canada (University of Alberta Press, 2nd edition 2008.) In 2009, the Canadian Public Relations Society presented the Award of Attainment to Carney whose personal activities and/or leadership have gone beyond the call of duty or responsibility to an employer or client and resulted in a pronounced contribution to the status and acceptance of the Public Relations function as a whole.

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