Proactive Media Relations: A Canadian Perspective, Third Edition

“The strengths of this book are its corporate and national focus and its extensive case studies. Proactive Media Relations is a quick read and will be of use to the first-time practitioner trying to work effectively with the media, as well as veterans who need a handy reference. Students and teachers will also find it of value.” —from the Foreword by William Wray Carney

“[The] book is an outstanding collection of good practices, a real toolbox, to allow young PR practitioners as well as those who are more experienced to work efficiently, intelligently and respectfully with journalists.” —from the Introduction by Daniel Granger

Drawing on the author’s many years of experience both as a media relations practitioner and a classroom instructor, Proactive Media Relations: A Canadian Perspective, Third Edition provides an indispensable tool kit for professionals and students alike.

Mark Hunter LaVigne first explains where media relations fits within the discipline of public relations before going on to outline basic procedures and practices. Topics covered include:

• The relationship between media relations and effective marketing
• Newsworthiness and why it matters
• The challenges facing today’s journalists and how, by understanding them, media relations professionals can work proactively with reporters and editors
• Diverse target audiences and their media habits
• Media relations in French Canada
• Interview tips for television, radio and print
• How to make effective use of social media to present a client’s story
• Tips on writing news releases, backgrounders, position papers and personality profiles

At the core of the book are eight real-life case studies drawn from the author’s own professional practice. Each case study includes discussion of overall strategy, target audiences, methodologies and results of the campaign, as well as examples of media advisories and news releases.

Proactive Media Relations is a book no practitioner of the discipline—or student preparing for a career in the field—can afford to be without.

About the Author

Mark Hunter LaVigne, MA, APR FCPRS, knows both sides of the “media fence,” having worked as a journalist and, since 1990, in a variety of roles in public relations. He is an award-winning, accredited member (APR) of the Canadian Public Relations Society (CPRS), a member of the College of Fellows, regularly speaks at conferences and workshops, and has taught at Ryerson University, Western University, Seneca at York, Centennial College and Humber College.