Authors
- Bibliography, etc. Note
- Includes bibliographical references and index
- Control Number Identifier
- CaOOCEL
- Date published
- 2019.
- Description conventions
- rda
- Dewey Decimal Classification Number
- 659.20971
- Dewey Decimal Edition Number
- 23
- Distributor
- Canadian Electronic Library (Firm),
- General Note
- Previously published: Edmonton : University of Alberta Press, 2008 Issued as part of the desLibris books collection
- Geographic Area Code
- n-cn---
- ISBN
- 9781772124262 9781772124118
- LCCN
- HD59.6.C2
- LCCN Item number
- C37 2019eb
- Modifying agency
- CaBNVSL
- Original cataloging agency
- CaBNVSL
- Physical Description | Extent
- 1 electronic text (xxii, 279 pages)
- Published in
- Ottawa, Ontario
- Publisher or Distributor Number
- CaOOCEL
- Rights
- Access restricted to authorized users and institutions
- System Control Number
- (CaBNVSL)thg00978772 (OCoLC)1080217993 (CaOOCEL)458166
- System Details Note
- Mode of access: World Wide Web
- Transcribing agency
- CaBNVSL
Table of Contents
- Front cover 1
- Title page 4
- Copyright page 5
- Dedication 6
- Contents 8
- Preface 12
- Acknowledgements 14
- A Note on Resources 16
- Introduction 18
- I Theory and Principles on Media Relations 24
- 1 Why Media, Why News 26
- Why Choose Media as a Means of Communications? 27
- Advantages and Disadvantages of Media 30
- Alternatives to Media 38
- Case Study: 2010 Olympic Torch Relay Campaign 44
- 2 Basic Principles of Media Relations 50
- Principle One 50
- Principle Two 51
- Principle Three 54
- Principle Four 54
- Principle Five 59
- Philosophical Considerations 60
- 3 Professional Relations 64
- Communicator and Journalist 64
- Ethics 73
- 4 Basics of Media: Who They Are 80
- Types of Media 80
- Broadcast Media 81
- Digital Media 85
- Print Media 86
- Forgotten Media 91
- Media Options in a Mid-Sized Market 94
- Summary 97
- 5 Basics of Media: How They Work 100
- Who Are the Reporters in Canada? 101
- How Do They Get Their Stories? 102
- What Makes a Good Story? 106
- How Do They Present the Story? 108
- Reporting for Broadcast 112
- Case Study: A Day in the Life of a Digital Editor 114
- II The Practice of Media Relations 116
- 6 Getting Started 118
- Proactive and Reactive Media Relations 118
- Paid Versus Earned Media 123
- Planning for a Media Event 123
- Long-Term Planning 127
- 7 The First Steps 128
- Situational Analysis 129
- Basic Planning 131
- Research 132
- Policies and Procedures 137
- Media Training 140
- 8 Approaching the Media 144
- Media Drivers 144
- The News Release 145
- The Lede 148
- Is It Time to Retire the Traditional News Release? 158
- Video News Releases 159
- 9 Other Approaches to the Media 162
- The News Conference 162
- Technical Briefing/Backgrounder 169
- The Scrum 170
- Media Stunts 171
- Media Events 173
- Direct Contact 175
- 10 Do-It-Yourself Media 182
- Op-eds 183
- Letters to the Editor 184
- Community Cable Programming 185
- Advertorials 186
- Ad Features 187
- Media Sponsorships 188
- Public Service Announcements 190
- Community Billboards 192
- Self-Publishing: The Newsletter 192
- Self-Publishing: The Website 193
- Blogs and Social Media 196
- 11 The Interview 198
- Overview and Limitations 199
- How Not to Do an Interview 201
- How to Conduct an Interview 210
- Attributes of a Good Interview 212
- 12 The Interview Continued 218
- The Basic Answer Format 218
- Basic Questions 220
- Standard Question Formats 222
- Unfair Questions 226
- Fitting Questions to Format 228
- Behaving in an Interview 233
- The Telephone Interview 234
- A Few Thoughts on the Media Interview 234
- Done! 235
- 13 Evaluation and Revision 236
- Evaluation 236
- Measuring Achievement of Goals 241
- Revise as Necessary 242
- Case Study: Mccormick® Gourmet Super Spices 244
- 14 Special Media, Special Cases 248
- Business Media 248
- Government and Politics 251
- Entertainment Media 255
- Sports Media 257
- Crisis Communications 258
- Internet, Digital and Social Media 262
- 15 The Fine Art of Complaining About the Media 264
- Complaining about Newspapers 268
- Complaining about Broadcasters 270
- Envoi 272
- Further Reading 274
- Notes 278
- Bibliography 290
- Index 294
- About the Authors 304
- Other Titles from University of Alberta Press 305