The power of the media is unquestionable-the impact it can have on public opinion and decision making is unique-and knowing how to use it effectively I an essential skill for all public relations professionals give clear, practical guidance on how to work journalist to get the best possible media coverage.
In part 1, Alison theaker looks at the media context and provides an overview of the law, ownership, ethics, newm information on the growing importance of e-mail and internet use.
In part 2, david wragg looks at the opportunities that are available in the traditional press and gives practical advice on how to wrk with them. There is also new information on the growing importance of e-mail and internet use.