In the News: The Practice of Media Relations in CanadaMedia relations is one of the mainstays of the communications business. With the proliferation of round-the-clock media, communicators have more opportunities than ever to find themselves “in the news. Yet today’s communicators come from diverse backgrounds and are not always trained to work to their best advantage with the media. In the News: The Practice of Media Relations in Canada provides an introduction to media relations, grounded in both communications theory and hands-on, day-to-day experience. The book explains current media practices and presents a plan for managing media relationships. Whether you need media to promote your issues to the nation at large or to reach small, targeted groups, this book is your step-by-step guide. In the News is perfect for communications students, media relations practitioners in the private, public and voluntary sectors, and anyone who wants to break a story in the news.

In the News provides an introduction to media relations in Canada, from a practical and philosophical approach. Grounded in the latest research on how to work with media, it explains current media practices and demonstrates how to take a proactive, planned approach to dealing with media. First published in 2002 to wide acclaim from media and academia alike, the second edition is revised and updated containing two new chapters that outline emerging trends in media relations as well as connecting larger issues in media to its role in modern society.

ISBN:  978-0-88864-495-4
Price:  CND$ 26.95
Subject:  Media/Communications
Publication Date:  1st edition, 2002, 2nd edition, February 2008

Reviews :

This book, now in its second edition, considers the media from the perspective of a PR practitioner [and] fills a need for a Canadian primer on effective media relations…I felt that Part Two was comparable to a chat with an individual who has through trial and error acquired a high level of expertise in dealing with the media. Indeed, in this section, Carney offers a much straightforward advice in a conversational tone….In the News is written in a direct, unadorned style….In terms of its utility as a course text especially, I would recommend assigning this book in a first or second year PR course. Students can then read the chapters at the rate of one or two per week, with stimulation and role—playing exercise reinforcing the lessons learned. They could then keep In the News as a useful reference, to be consulted when the need arises.

Eric Spalding, PRRB, Spring 2009

William Wray Carney fills a major gap in Canadian media relations with the second edition of In the News: The Practice of Media Relations in Canada. The book readily fulfills its purpose as a “standard textbook on media relations that meets academic standards, is research-based, and provides both a practical and a philosophical guide to dealing with media and reporters.” This book should be required reading for individuals or members of organizations that may be involved in media relations, such as governments, non-profit organizations, universities, libraries, businesses, etc. Journalists and reporters will benefit from Carney’s offering as well. The textbook is comprised of three major sections. In the first portion of the book, Carney discusses the theory and principles of media relations. The second portion of the book builds on the background provided in the first section and outlines the practice of media relations. The second section is the meat of Carney’s text and is full of practical strategies and tips for successful media relations. In this section Carney covers every topic of media relations from how to create and develop news releases (including detailed specifics such as how to construct a good lede) and how to give successful interviews, to the various approaches to the media (from the news conference to media events), in an easy-to-read style. The major differences between the first edition, published in 2002, and the second edition appear to be stronger editing and the addition of a third section that discusses “Emerging trends in media and media relations” and “Towards a greater understanding of media, communications and technology.” The second edition is about 30 pages longer. Carney’s meticulous explanations of what media are, how they work, and what concrete steps a communicator needs to take in order to get their story out to the public or to their specific audience make this book a must-read for anyone already involved in media relations or anyone who thinks they might need to know more about communications.

Tami Oliphant, University of Western Ontario

William Wray Carney, an adjunct professor at Concordia University College of Alberta, has taken his 30-plus years of experience in media, communications and teaching, and produced a highly readable, practical, andscholarly work on media relations—no mean feat. Carney divides the book into three sections, beginning with the basics, working through the nuts and bolts of media relations and ending with emerging trends in the field. In each section, the chapters contain practical information illustrated with real life examples, and the findings from scholarly research. However, as is often the case today with technology changing faster and faster, the book at times seems dated. With that said, In the News makes a valuable contribution to the media relations textbook field. Beyond students, professional communicators will find it an excellent resource. And people just interested in the media and their role in our society will find the book enlightening.

Karla K. Gower, J-Source.ca, The Canadian Journalism Project, [Full review at http://j-source.ca/english_new/detail.php?id=4508]

The media has a tremendous impact upon the people, and as they say, with great power comes great responsibility. Now in a newly updated and expanded second edition, In the News: The Practice of Media Relations in Canada is an in-depth study of the relationship between the media and the people in the nation of Canada. A scholarly and complete examination now in an updated second edition, “In the News” is an excellent read for anyone interested in the status of the media in modern society. An ideal choice for community library social issues collections focusing on Canada.

Bookwatch, August 2008