附註:Includes bibliographical references (pages 141-142) and index.
1: The media context -- Where and when: a brief media history -- Who: ownership of the media -- Media law -- Ethics and privacy -- Broadcasting in the UK -- New media technology -- What is it all for? Media evaluation -- 2: Dealing with the press -- What: newspapers and periodicals -- Why: press relations--a means to an end -- News, features and more -- How: writing for the press -- How: talking to the press -- Checklist for effective press relations -- 3: Handling the broadcast media -- Why: the importance of broadcast coverage -- How: preparation and briefing -- How: winning the interview -- Fine-tuning: handling different interviews -- How: radio interviews.
摘要:"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." "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."--Jacket.
