Building Media Relationships:
How to Establish, Maintain, and Develop Long-Term Relationships with the Media

Successful media relations involves committing to a long-term program, executing the program, and evaluating the results. Susan Sommers has written a comprehensive book on how to work professionally and productively with Canadian media. The book provides tips, information, and exercises on all aspects of media relations. Eight award-winning Canadian case studies show “how the pros do it” in the real world. New chapters examine issues management, crisis preparation, and crisis communications.

Susan Sommers has written a book on how to work professionally and productively with the media. This book is designed for anyone who is responsible for generating media understanding and coverage for any corporation, organization, non-profit, or small business, regardless of size or scope. It provides tips, information, and exercises on all aspects of a media relations campaign.

SPECIAL FEATURES

• Completely revised and updated with new Canadian case studies, highlighting media relations in practice
• New section on Issues Management and Crisis Communication
• New information on Media Kits; Key Contacts in radio, television, books and magazines; and New Media

CONTENTS

Part 1: Understanding Media Relations
1. The Role of Media Relations
2. Understanding the Media
3. Media Relations in Practice

Part 2: Developing a Media Relations Program
4. Conducting Research
5. Analyze: Problems, Goals, and Strategies

Part 3: Executing a Media Relations Program
6. Developing a Media Database
7. Creating a Media Kit
8. Contacting the Media
9. Managing Media Interviews (sample chapter for download)
10. Staging Media Events
11. Monitoring the Media, Measuring and Evaluating Success

Part 4: Issues Management and Crisis Communications
12. Defining Your Issues and Creating a Plan
13. Avoiding/Preparing for a Crisis and Creating a Plan
14. Crisis Communication and Management

Appendix A: Media Relations Past and Present
Resources: Media Organizations and Associations, Websites, and Blogs

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