It’s been a long time since I posted to this blog! Almost five years. That’s mostly because my attention has been elsewhere as I developed a religion beat at the Winnipeg Free Press and Canadian Affairs, and dedicated more time to journalism.
But media relations still comes up, like it did this morning when a friend asked for some advice about how to deal with the media. I mentioned by book Making the News: An Essential Guide for Effective Media Relations, saying I would send him a link to where it can be found online. (It’s been out of print for years.)
The book was written in the late 1990s, and went through to more printings (with two different publishers). The last edition was published in 2006.
The goal was to help non-profit groups which had few resources do a better job of telling their story with the media.
It has chapters on what is news, rules the media lives by, how to write a press release, interviews, press conferences, crisis communications, etc.
Although the essential message is timeless, it was last published before the arrival of social media—so you won't find much about that in there. (Maybe one short mention.)
And the media is very different today, too. It’s not as pervasive or influential as it was back then. But it still reaches millions of people and has a role to play.
Although long out of
print, the book can be accessed here
on the Internet Archive—for free!
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