In the News, 3rd edition: The Practice of Media Relations in Canada

Now in its third edition, In the News is the standard Canadian textbook on media relations, used across the country. The authors provide an introduction to media relations, grounded in both communications theory and hands-on, day-to-day experience. Whether you need to promote your issues to the nation or reach small, targeted groups, this book is your step-by-step guide. In the News is perfect for communications students; media relations practitioners in the private, public and voluntary sectors; and anyone who wants to break a story.

Table of Contents:
xi Preface xiii Acknowledgements xv A Note on Resources xvii Introduction 1 I | THEORY AND PRINCIPLES ON MEDIA RELATIONS 3 1 | WHY MEDIA, WHY NEWS 4 Why Choose Media as a Means of Communications? 7 Advantages and Disadvantages of Media 15 Alternatives to Media 21 Case Study: 2010 Olympic Torch Relay Campaign 27 2 | BASIC PRINCIPLES OF MEDIA RELATIONS 27 Principle One: Good Communications Cannot Overcome Bad Judgement 28 Principle Two: Provide Information from a Credible Source 31 Principle Three: Practice Media Relations Regularly 31 Principle Four: Understand Legal Restrictions and Obligations 36 Principle Five: You Cannot Manage the Media 37 Philosophical Considerations 41 3 | PROFESSIONAL RELATIONS 41 Communicator and Journalist 50 Ethics 57 4 | BASICS OF MEDIA: WHO THEY ARE 57 Types of Media 58 Broadcast Media 62 Digital Media 63 Print Media 68 Forgotten Media 71 Media Options in a Mid-sized Market: An Example 74 Summary: What Are the Media? 77 5 | BASICS OF MEDIA: HOW THEY WORK 78 Who Are the Reporters in Canada? 79 How Do They Get Their Stories? 83 What Makes a Good Story? 85 How Do They Present the Story? 89 Reporting for Broadcast 91 Case Study: A Day in the Life of a Digital Editor 93 II | THE PRACTICE OF MEDIA RELATIONS 95 6 | GETTING STARTED: A MEDIA PLAN 95 Proactive and Reactive Media Relations 100 Paid versus Earned Media 100 Planning for a Media Event: The One-Off Plan 104 Long-Term Planning: A More Complex Model 105 7 | THE FIRST STEPS: RESEARCH, GOALS AND TRAINING 106 Situational Analysis 108 Basic Planning 109 Research 114 Policies and Procedures 117 Media Training 121 8 | APPROACHING THE MEDIA: MEDIA DRIVERS AND THE NEWS RELEASE 121 Media Drivers 122 The News Release 125 The Lede 135 Is It Time to Retire the Traditional News Release? 136 Video News Releases 139 9 | OTHER APPROACHES TO THE MEDIA 139 The News Conference 146 Technical Briefing/Backgrounder 147 The Scrum 148 Media Stunts 150 Media Events 152 Direct Contact 159 10 | DO-IT-YOURSELF MEDIA 160 Op-Eds 161 Letters to the Editor 162 Community Cable Programming 163 Advertorials 164 Ad Features 165 Media Sponsorships 167 Public Service Announcements 169 Community Billboards 169 Self-Publishing: The Newsletter 170 Self-Publishing: The Website 173 Blogs and Social Media 175 11 | THE INTERVIEW 176 Overview and Limitations 178 How Not To Do an Interview 187 How To Conduct an Interview: Basic Guidelines 189 Attributes of a Good Interview 195 12 | THE INTERVIEW CONTINUED: QUESTIONS AND ANSWERS 195 The Basic Answer Format 197 Basic Questions 199 Standard Question Formats 203 Unfair Questions 205 Fitting Questions to Format 210 Behaving in an Interview 211 The Telephone Interview 211 A Few Thoughts on the Media Interview 212 Done! 213 13 | EVALUATION AND REVISION 213 Evaluation 218 Measuring Achievement of Goals 219 Revise as Necessary 221 Case Study: McCormick® Gourmet Super Spices 225 14 | SPECIAL MEDIA, SPECIAL CASES 225 Business Media 228 Government and Politics 232 Entertainment Media 234 Sports Media 235 Crisis Communications 239 Internet, Digital and Social Media 241 15 | THE FINE ART OF COMPLAINING ABOUT THE MEDIA 245 Complaining about Newspapers 247 Complaining about Broadcasters 249 ENVOI: FINAL THOUGHTS 251 Further Reading 255 Notes 267 Bibliography 271 Index

About the Author :
William Wray Carney (1950-2024) worked in journalism, education and public relations fields for several decades. He co-edited Fundamentals of Public Relations and Marketing Communications in Canada (University of Alberta Press), an introductory textbook for communications and public relations students. Colin has over 30 years of experience as a public relations practitioner in the private and public sectors. His experience includes issues management, stakeholder relations, media relations, and marketing. He is an Assistant Professor at MacEwan University in Edmonton, Alberta and is an accredited member and a Fellow of the Canadian Public Relations Society (CPRS). He earned his Master of Arts in Professional Communications at Royal Roads University, Victoria. Mark Hunter LaVigne, MA, APR, FCPRS (Fellow, CPRS) has some 30 years’ experience as a public relations practitioner, professor/lecturer and published author. For more than 20 years, he has owned and operated his PR consultancy, with a focus on media relations. He wrote the media relations chapter in “Fundamentals of Public Relations and Marketing Communications “ University of Alberta Press (2015). He has also published a children’s book, “The Adventures of Matilda the Tooth Fairy,” and writes and performs music on acoustic guitar, harmonica, ukulele and vocals and co-founded the band The Coyotes, whose CD “Out of the Woods” can be found on iTunes amongst various portals.

Review :
“As a Canadian college professor, I am always looking for strong Canadian content to anchor courses in our Bachelor of Public Relations degree program. In the News is such a resource. It is well researched, frank, practical and authoritative—essentially, a ‘one-stop,’ comprehensive compendium covering the essentials of media relations in this country. The case studies highlighting key strategies and tactics bring to life and reinforce the theoretical concepts. This book should be required reading for all post-secondary communication programs in Canada.” [ In The News: 3rd edition] is co-written by communications professionals, for communications professionals, but it’s instructive for any member of the audience coveted by officialdom and press: the general public, you... In The News is entertaining and refreshingly frank." Blacklock's Reporter, March 30, 2019 [Full article at https://www.blacklocks.ca/review-monkeys-organ-grinders/]