In the News The Practice of Media Relations in Canada 3rd edition by William Wray Carney 1772124262 9781772124262

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ISBN-10 :  1772124262 

ISBN-13 : 9781772124262

Author:  William Wray Carney 

Now in its third edition, In the News is the standard Canadian textbook on media relations, used across the country and praised by media professionals and academics alike. The authors provide an introduction to media relations, grounded in both communications theory and hands-on, day-to-day experience. They take you behind the scenes, giving advice on how to write a successful press release, approach reporters, or navigate a difficult interview. Whether you need media to promote your issues to the nation 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 The Practice of Media Relations in Canada 3rd Table of contents:

1 Why Media, Why News
Why Choose Media as a Means of Communications?
Advantages and Disadvantages of Media
Alternatives to Media
Case Study: 2010 Olympic Torch Relay Campaign
2 Basic Principles of Media Relations
Principle One
Principle Two
Principle Three
Principle Four
Principle Five
Philosophical Considerations
3 Professional Relations
Communicator and Journalist
Ethics
4 Basics of Media: Who They Are
Types of Media
Broadcast Media
Digital Media
Print Media
Forgotten Media
Media Options in a Mid-Sized Market
Summary
5 Basics of Media: How They Work
Who Are the Reporters in Canada?
How Do They Get Their Stories?
What Makes a Good Story?
How Do They Present the Story?
Reporting for Broadcast
Case Study: A Day in the Life of a Digital Editor
II The Practice of Media Relations
6 Getting Started
Proactive and Reactive Media Relations
Paid Versus Earned Media
Planning for a Media Event
Long-Term Planning
7 The First Steps
Situational Analysis
Basic Planning
Research
Policies and Procedures
Media Training
8 Approaching the Media
Media Drivers
The News Release
The Lede
Is It Time to Retire the Traditional News Release?
Video News Releases
9 Other Approaches to the Media
The News Conference
Technical Briefing/Backgrounder
The Scrum
Media Stunts
Media Events
Direct Contact
10 Do-It-Yourself Media
Op-eds
Letters to the Editor
Community Cable Programming
Advertorials
Ad Features
Media Sponsorships
Public Service Announcements
Community Billboards
Self-Publishing: The Newsletter
Self-Publishing: The Website
Blogs and Social Media
11 The Interview
Overview and Limitations
How Not to Do an Interview
How to Conduct an Interview
Attributes of a Good Interview
12 The Interview Continued
The Basic Answer Format
Basic Questions
Standard Question Formats
Unfair Questions
Fitting Questions to Format
Behaving in an Interview
The Telephone Interview
A Few Thoughts on the Media Interview
Done!
13 Evaluation and Revision
Evaluation
Measuring Achievement of Goals
Revise as Necessary
Case Study: Mccormick® Gourmet Super Spices
14 Special Media, Special Cases
Business Media
Government and Politics
Entertainment Media
Sports Media
Crisis Communications
Internet, Digital and Social Media
15 The Fine Art of Complaining About the Media
Complaining about Newspapers
Complaining about Broadcasters
Envoi
Further Reading
Notes
Bibliography

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