In the news : [electronic resource] the practice of media relations in Canada / William Wray Carney.

Includes bibliographical references (p. 229-254) and index.

Pt. 1. Theory and principles on media relations. Why media, why news -- Basic principles of media relations -- Professional relations -- Basics of media : Who they are -- Basics of media : How they work -- Pt. 2. The practice of media relations. Getting started : A media plan-- The first steps : Research, goals and training -- Approaching the media : Media drivers and the news release -- Other approaches to the media -- Do-it-yourself media -- The interview -- The interview continued : Questions and answers -- Evaluation and revision -- Special media, special cases -- The fine art of complaining about the media -- Pt. 3. Towards a greater understanding of media. Emerging trends in media and media relations -- Towards a greater understanding of media, communications and technology.

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