Public relations and the media are in a time of major change. The rise of social media, altered media platforms, evolving legislative environments and new models of communication have altered not only the working environments of public relations and the news and entertainment media, but also many aspects of how these industries work together. Media Relations provides a practical and thorough introduction to media work in this changing environment. Based on a solid understanding of media culture and theory, Jane Johnston shows how to steer a path between the technical and human elements of media relations. She drills down into the different types of media, analysing their applications, strengths and weaknesses, and shows how to target your message to the right media outlets, whether national television, community radio, celebrity magazines or influential blogs. This second edition has been revised throughout and includes new case studies, and new chapters on digital and social media, media campaigns, and legal and ethical considerations. ' Media Relations: Issues and Strategies is written in an engaging, easy to understand style. It provides excellent examples and cases of media relations.' - Global Media Journal Jane Johnston is Associate Professor in the School of Communication and Media at Bond University. A former journalist and public relations practitioner, she is co-editor of the leading text Public Relations: Theory and Practice and is widely published in the field of communications. Media Relations Issues & Strategies By Jane Johnston Allen & Unwin Copyright © 2013 Jane Johnston All rights reserved. ISBN: 978-1-74237-644-8 Contents Acknowledgements, 1 Media relations in context, 2 Understanding the media environment, 3 Theorising media relations, 4 Law and ethics in media relations, 5 Working with the news media, 6 Media relations campaigns, 7 Media releases, 8 Media kits, guides and online media centres, 9 Media conferences, 'famils' and events, 10 Not just the news, 11 Working with newspapers and magazines, 12 Working with radio and television, 13 Working with the internet and social media, References, CHAPTER 1 MEDIA RELATIONS IN CONTEXT This book is about the working relationship between public relations (PR) and the media — the role of media relations. This is one of the best known segments of the public relations mix; its outcomes are often tangible and visible, whether printed in a newspaper, published on the internet or broadcast on radio or television. But achieving and managing media coverage is just the tip of the media relations iceberg. Media relations is also about establishing professional relationships, knowing the way your professional counterparts (in this case, the news media) operate, understanding the timeframes, deadlines, varied formats and practices of this profession, and using the media as a barometer for society, as well as a launching pad for your own initiatives. As with any field of practice, it is important to know the environment in which you will be working. The book therefore investigates the shifting terrains of the modern media and introduces some key theoretical concepts that underpin contemporary media practice. It analyses the current state of play in the media environments of newspapers, radio and television, magazines, the web and the blogosphere, as well as sections of the entertainment media like reality TV, panel shows and lifestyle programs. It takes a look at trends and changes within contemporary media, including the impact and adoption of social media, and how public relations professionals working within these industries and platforms can best operate. Throughout, the book aims to remain focused on the people who work within these media environments: journalists, editors, news producers and bloggers — the individuals with whom the media relations professional will engage to get their story published and heard. Finally, it presents a range of tools and techniques that may be employed in this practice — from preparing a media campaign to putting together the components of media kits, releases, conferences, events, social media and more. While the field of media relations is a practical one, it requires research and reflection to grow and develop. This book works towards this goal, with a balance of analysis, policy, theory and practice to place media relations in context within the profession of public relations, the news (and sometimes entertainment) media and the changing patterns of society. THE MEDIA AND CHANGE The media are facing a time of massive change. With the emergence of the internet as one of the primary forms of communication, media commentators across the globe have begun questioning the news media's capacity to adapt: How have the news media reorganised themselves in the contemporary media environment? What other media channels are now the dominant forms of information in local,