In the News: The Practice of Media Relations in Canada. 2nd ed.

Tami Oliphant is a Ph.D. candidate in Library and Information Studies at the University of Western Ontario.

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.