Proactive Media Relations: A Canadian Perspective Third Edition (A Centennial College Press Book)

Drawing on the authors many years of experience both as a media relations practitioner and a classroom instructor Proactive Media Relations: A Canadian Perspective Third Edition provides an indispensable tool kit for professionals and students alike.Mark Hunter LaVigne first explains where media relations fits within the discipline of public relations before going on to outline basic procedures and practices. Topics covered include: The relationship between media relations and effective marketingNewsworthiness and why it mattersThe challenges facing todays journalists and how by understanding them media relations professionals can work proactively with reporters and editorsDiverse target audiences and their media habitsMedia relations in French CanadaInterview tips for television radio and printHow to make effective use of social media to present a clients storyTips on writing news releases backgrounders position papers and personality profileAt the core of the book are eight real-life case studies drawn from the authors own professional practice. Each case study includes discussion of overall strategy target audiences methodologies and results of the campaign as well as examples of media advisories and news releases.Proactive Media Relations is a book no practitioner of the discipline--or student preparing for a career in the field--can afford to be without.