Media Relations: Issues and Strategies

Media Relations: Issues and Strategies

Media Relations: Issues and Strategies

Media Relations: Issues and Strategies

Synopsis

Examining one of the most tangible and visible areas of public relations practice, this accessible study presents a range of examples, case studies, illustrations, and templates and balances them with a solid foundation of theory, media background, and culture. Chapters delve into the different types of media, analyzing their applications, strengths, and weaknesses and demonstrates how to target the appropriate media outlets, from national television and community radio to celebrity magazines or an influential blog. Also included is advice on how to approach media organizations, an explanation of practices and ideas, and an exploration of how to best assist group and individual organizations in dealing effectively with the media. The first to offer a theoretical perspective on this branch of public relations, this practical guide will guarantee the establishment of respectful, professional relationships.

Excerpt

This book aims to introduce the reader to some theoretical concepts that underpin media practice and the interrelationship between the media and the public relations industry, and to present a range of techniques and tools which may be employed in the practice of working with the media. I have chosen not to use the word 'management' in conjunction with the word 'media' because in reality we cannot manage another profession—and nor should we choose to. This implies a power differential, and this cannot be the case if we are to be on equal terms. Manage the relationship, yes, the situation, yes, but another professional's job—no. Let's begin our investigation into media relations knowing that good media relations are about fair play and mutual respect.

The role of public relations in working with the media is one of the best-known in the public relations mix. The outcomes of the relationship are tangible and visible, whether printed in a newspaper, published on the internet or broadcast on radio or television. But getting a story into any of these media is just a small part of the role of media relations. While writing and sending out media releases might seem like an easy thing to do, this is just the tip of the media relations iceberg. A much harder part of media relations—and one which is often far harder to achieve—is targetting the way a story is taken up by the media.

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