This volume presents a superb introduction to the essential skills needed to establish and maintain an effective relationship with the media. It covers dedicated mailing and e-mail campaign to media studies publications and organisations.Media relations is one of the most visible and exciting areas of public relations practice - it requires specialized skill and expertise, as well as a good understanding of current affairs and public issues.This superb volume presents readers with a thorough and practical introduction to working with the media. Using a range of examples and case studies, it examines the different types of media, analyses their applications, strengths and weaknesses, and shows how to target your message to the right media outlet - be it national television, local radio, celebrity magazines, or an influential blog.Successful media relations require clever, creative communication and respectful, professional relationships based on sound, ethical practice. "Media Relations" is the perfect volume to help develop these essential skills.

Table of Contents

Introduction1: Media relations in the public relations mix2: Understanding the media environment3: Theorising media relations4: Working with the news media5: Media releases 6: Media kits7: Media conferences, tours and famils8: Not just the news9: Writing for different audiences10: Working with print media11: Working with broadcast media12: The internet and the global environment13: Media relations in context: case studies

About the Author

Jane Johnston is a senior lecturer at Griffith University, Queensland, and a former journalist and public practitioner.