Book Review: "Effective Media Relations"

Source: Amazon

Effective Media Relations is a comprehensive guidebook authored by Michael Bland, Alison Theaker, and David Wragg. The book, which is aimed at communication and media practitioners, explores the concept of media relations and its significance in today's world. The authors provide practical insights and actionable strategies on how to develop, maintain and enhance successful media relationships.

The book is divided into three parts. Part One introduces the importance of media relations and how it impacts various organisations. The authors explain that media relations involve a two-way communication process between organisations and the media. The aim is to create a positive relationship between the two, which can lead to favorable coverage of the organisation in the media.

Part two focuses on the principles of media relations, which includes understanding the media landscape, identifying target media, crafting effective messages, and developing media materials. The authors explain that understanding the media landscape is crucial in creating successful media relationships. This includes understanding the different types of media, their audiences, and their editorial policies. The authors also provide tips on how to identify target media and how to craft effective messages that are newsworthy and relevant to the media outlet's audience.

One of the key messages of the book is the importance of building relationships with journalists. The authors emphasize that this requires a proactive and strategic approach. For example, the book recommends that organisations identify the journalists who cover their industry or field and then reach out to them to offer expert commentary, background information, and story ideas. By providing value to journalists, organisations can build trust and establish themselves as reliable sources of information.

The book also emphasizes the importance of clear and concise communication. The authors stress that it is essential to have a well-defined message and to communicate it in a way that is easily understood by the media and the general public. The book provides numerous examples of effective messaging, such as the "Got Milk?" campaign, which used a simple and memorable tagline to promote the benefits of drinking milk.

Part three of the book focuses on the practical application of media relations. The authors provide advice on how to pitch stories to the media, how to handle media enquiries, and how to manage media crises. They also explain how to evaluate media coverage and how to measure the effectiveness of media relations campaigns.

Another key theme of the book is the need to be prepared for media inquiries and crisis situations. The authors stress that organisations should have a clear and well-defined crisis communication plan in place, which includes designated spokespeople and a protocol for responding to inquiries. The book provides examples of organisations that have handled crises well, such as the Tylenol poisoning case, in which Johnson & Johnson quickly recalled its product and communicated openly with the media and the public.

One of the strengths of this book is that it is written in a clear and concise manner. The authors use simple language and provide numerous examples to illustrate their points. This makes the book accessible to a wide range of readers, from communication students to experienced media practitioners. Another strength of the book is that it is based on real-world experiences of the authors, who have extensive experience in media relations. This means that the advice provided in the book is practical and relevant to the challenges faced by media practitioners in today's media landscape.

For example, the book recommends that organisations use a variety of channels to communicate their message, such as press releases, media kits, and online newsrooms. The book also recommends that organisations practice media interviews with a trusted colleague or consultant to develop their skills and confidence.

The book also emphasizes the importance of social media in modern media relations. The authors stress that social media can be a powerful tool for building relationships with journalists and the public. For example, organisations can use social media to share news and information, respond to inquiries and complaints, and engage with stakeholders. The book provides examples of organisations that have effectively used social media, such as Coca-Cola, which used Twitter to respond to a crisis involving a viral video that showed a Coke can exploding.

The book also provides a comprehensive overview of media relations. It covers all aspects of media relations, from the basics of understanding the media landscape to the more complex issues of crisis management. This makes it a valuable resource for both beginners and experienced media practitioners.

One of the weaknesses of the book is that it is primarily focused on media relations in the United Kingdom. Although the principles of media relations are universal, the book could benefit from more international examples and case studies. This would make the book more relevant to media practitioners outside of the UK.

Another weakness of the book is that it does not cover digital media in-depth. While the authors acknowledge the importance of digital media, they only briefly touch on social media and online media relations. In today's media landscape, digital media is becoming increasingly important, and media practitioners need to understand how to effectively use digital media in their media relations strategies.

Overall, Effective Media Relations is an excellent resource for media practitioners who want to develop successful media relationships. The book provides practical insights and actionable strategies on how to develop, maintain and enhance successful media relationships. Although it is primarily focused on media relations in the UK, the principles of media relations are universal, and the book is a valuable resource for media practitioners in other countries as well. By following the advice in this book, professionals can improve their media relations skills and achieve greater success in their communication efforts.