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In the News The Practice of Media Relations in Canada William Wray Carney Media 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.  Out-of-Print Format:  Trade Paperback ISBN:  978-0-88864-382-7 Price:  CND$ 24.95, USD$ 24.95, £ 20.99 Discount:  Trade Subject:  Media Publication Date:  February 2002 Reviews "In the News covers everything.” Marketing Magazine “This is a remarkably balanced attempt to examine a complex set of relations... It's conversational, direct style is refreshing and believable.” Professor Evelyn Ellerman, Communications Studies, Athabasca University "Covering both the theoretical and practical aspects, this introduction to the field explains current media practices and presents a plan for managing media relations. The book discusses basic principles, considers who the media are and how they work, and offers advice on practical matters like news releases and interviews. Carney is a former journalist. ” Jane Erskine, BOOK NEWS Inc. "It's an all-Canadian, comprehensive text that is research based and provides both a practical and a philosophical guide to dealing with the media.” From The 8 Best Books for Publicity Seekers, The Sources HotLink "In The News is a pleasure to read - for its easy style, its balance between practice and analysis, and for its insights on the media/communicator relationship....Definitely worth owning for all but the very experienced. The two chapters on handling interviews are touchstones to be read over and over, as are the concluding thoughts on professional development. Total beginners will want to supplement this volume with additional case studies showing the principles in action and material on the how-to of activities such as setting up a news conference venue or conducting a media drop.” Kathee Muzin, PR Canada Reviews. "This is a book for people in the public, private and voluntary sector who know very little about the news media but need to know more if they are going to do their jobs properly. It contains lots of practical advice about how to approach reporters, turn events into a news story, navigate difficult interviews, and write grabby press releases. Journalists wanting to know more about the tricks of the trade used in the PR business will also find this interesting.” Media Magazine, The Canadian Association of Journalists "The book fills a major gap – at least in Canada – for media relations practitioners in general and for journalism/communications students in particular. This is the stuff you don't learn unless you go behind the scenes, witness a press scrum or see how a PR flak from a corporation puts a positive spin on a crisis that the public might otherwise think about unfavorably.” Barry's Bulletin, October 2002 "Carney is a former journalist who has worked in various aspects of communications for more than 20 years. His book is packed with information on approaching the media, developing and maintaining a relationship with it, handling interviews, analyzing the success of message delivery, lodging complaints and a whole lot more in between.” Barb Glen, The Western Producer "Divided into 15 sharply focused chapters, In The News methodically strips away any mystique about how news stories are crafted. It is especially enlightening in its dissection of the media interview, recasting the interviewer-interviewee relationship almost as an elaborate form of courtship.” Calgary's News and Entertainment Weekly "Grounded solidly in research and personal experience, yet written in a straightforward, direct style particularly suitable for introducing novices to public relations while offering new tips, tricks, and techniques for veteran PR workers, In The News is a first-rate and highly recommended guidebook to the art, craft and science of media relations.” Midwest Book Review "A convincing guide on convincing the media and the public.” David Green, The Leader-Post "Carney has literally written the book on Canadian PR.” Dan Rubinstein, Vue Weekly