Effective Media Relations How to Get Results

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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.

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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. Table of Contents Introduction Part 1 The Media Context Where and when: a brief media history Where: origins of the press in Europe Where: broadcasting in Europe Who: ownership of the media Personalities and papers The demise of Fleet Street Ownership in France and Germany Cross-media ownership What now? Media law Contempt of court Libel and slander Codes of conduct Broadcasting codes Time of change Ethics and privacy Regulation Broadcasting in the UK The franchise battle PR in the franchise battle Future of ITV The future of PR in ITV Consequences for the BBC New media technology Radio Satellite television Cable television Digital broadcasting The internet The death of spin? What is it all for? Media evaluation Methods of evaluation Research Media content analysis Coverage versus content Part 2 Dealing with the Press What: newspapers and periodicals Targeting General press National and regional press Local newspapers Press agencies Consumer periodicals Specialised periodicals Why: press relations – a means to an end Matching the media Promoting the product Public relations versus paid-for editorial News, features and more News Timing news Features Photographs A photographic checklist How: writing for the press Press releases Distribution Features PR features How: talking to the press Jargon Meeting the press To lunch or not to lunch? Press interviews Press conferences and receptions Checklist for effective press relations Part 3 Handling the Broadcast Media Why: the importance of broadcast coverage Proactive television How: preparation and briefing Asking the questions Preparing for the interview Example of a final brief Checklist How: winning the interview A poor interview A good interview: getting the message across Checklist Fine-tuning: handling different interviews Live Recorded Panel Down-the-line On site Doorstep Ideas for programmes Contacts with TV stations and people Video news releases How: radio interviews Radio interview techniques Types of interview.