Practical Media Relations

This enlarged and updated edition of Successful Media Relations describes the basic skills and techniques involved in a way that will be helpful to students and practitioners alike. Judith Ridgway has been both a public relations executive and a journalist and so is ideally equipped to explain their different points of view. - - She starts by showing how to construct a realistic programme and how the relevant activities can be planned and assessed in the light of organizational objectives. The book covers not only the standard tools of communication such as press releases, mailing lists, photographs, TV and radio interviews, competitions and special offers, but also events like press conferences, factory visits, new product launches and sponsored radio and TV. A feature of this new edition is the attention paid to electronic communications, including the use of computers, scanners, modems and satellite telephones. - - Throughout the text actual examples are given by way of illustration. There are practical hints and tips in abundance and a series of comprehensive checklists. Each chapter ends with a useful summary. As an introduction to the world of modern media relations Judith RidgwayÆs book would be hard to better.