Engaging with the media
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McLean, H., & Phillips, R. (2009). Engaging with the media. In J. Chia & G. Synnott (Eds.), An introduction to public relations: From theory to practice (pp. 299-330). South Melbourne: Oxford University Press.
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Presenting the public face of an organisation is a key role of the public relations practitioner. Often this is done through achieving media coverage for the organisation. The mass media are important because of their reach, their believability, and their timeliness, although the bombardment of information from them can be overwhelming. This chapter discusses a wide range of traditional media - newspapers, radio, television, magazines, and newsletters (see Chapter 12 for new media).
Hamish McLean and Richard Phillips. "Engaging with the media" An introduction to public relations: From theory to practice (1st ed). Ed. J. Chia & G. Synnott. South Melbourne: Oxford University Press, 2009. 299-330.
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