A thorough introduction to the tactics and techniques used to gain and avoid media publicity, for public relations students and professionals.
Everyone knows that public relations is about getting media coverage for an organisation or event. But there's much, much more to public relations than press releases, and much, much more to media relations than getting a story in the evening news. In fact, one of the hardest and most important aspects of media relations is making sure a story DOESN'T get into the media.
'Media Relations' offers a systematic introduction to the tactics and techniques used to gain and avoid publicity. Jane Johnston explains the importance of cultivating professional relationships and understanding the specific needs of print, broadcast and electronic media. She shows how to pitch a story to the media, and explains why it is not possible to control how a story appears.
Johnston emphasises that there's no simple formula for dealing with the media, and shows how media relations professionals can develop the kind of informed, reflective and flexible approach that will generate best results.
'Media Relations' is essential reading for all public relations students and for anyone new to the role of dealing with the media.
