Bland M., Theaker A., Wragg D. Effective Media Relations. How to Get Results
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Michael Bland, Alison Theaker
& David Wragg
PR IN PRACTICE SERIES
Effective
Media
Relations
How to Get Results
Third Edition
Effective Media FB 31/8/05 11:24 am Page 1
PR IN PRACTICE SERIES
Third Edition
London and Sterling, VA
Effective
Media
Relations
Michael Bland,
Alison Theaker
& David Wragg
How to Get Results
First published in 1996
Second edition published in 2000
Third edition published in 2005
Apart from any fair dealing for the purposes of research or private study, or criti-
cism or review, as permitted under the Copyright, Designs and Patents Act, 1988,
this publication may only be reproduced, stored or transmitted, in any form or by
any means, with the prior permission in writing of the publishers, or in the case of
reprographic reproduction in accordance with the terms and licences issued by
the CLA. Enquiries concerning reproduction outside those terms should be sent
to the publishers at the undermentioned addresses:
Kogan Page Limited Kogan Page US
120 Pentonville Road 22885 Quicksilver Drive
London N1 9JN Sterling VA 20166–2012
United Kingdom USA
© Michael Bland, Alison Theaker and David Wragg, 1996, 2000, 2005
The right of Michael Bland, Alison Theaker and David Wragg to be identified as
the authors of this work has been asserted by them in accordance with the
Copyright, Designs and Patents Act 1988.
ISBN 0 7494 4380 4
British Library Cataloguing in Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Bland, Michael
Effective media relations : how to get results / Michael Bland, David
Wragg, and Alison Theaker. -- 3rd ed.
p. cm.
Includes index.
ISBN 0-7494-4380-4
1. Public relations. 2. Mass media and business. I. Wragg, David W. II.
Theaker, Alison. III. Title.
HD59.B565 2005
791.4502’8--dc22
2005005042
Typeset by Jean Cussons Typesetting, Diss, Norfolk
Printed and bound by Creative Print and Design (Wales), Ebbw Vale
About the authors vii
Foreword ix
Introduction 1
PART 1 THE MEDIA CONTEXT
1. Where and when: a brief media history 5
Where: origins of the press in Europe 6
Where: broadcasting in Europe 7
2. Who: ownership of the media 9
Personalities and papers 9
The demise of Fleet Street 11
Ownership in France and Germany 11
Cross-media ownership 12
What now? 13
3. Media law 15
Contempt of court 15
Libel and slander 15
Codes of conduct 16
iii
Contents
Broadcasting codes 17
Time of change 17
4. Ethics and privacy 19
Regulation 21
5. Broadcasting in the UK 25
The franchise battle 25
PR in the franchise battle 26
Future of ITV 27
The future of PR in ITV 28
Consequences for the BBC 29
6. New media technology 31
Radio 31
Satellite television 32
Cable televison 34
Digital broadcasting 35
The internet 36
The death of spin? 37
7. What is it all for? Media evaluation 39
Methods of evaluation 39
Research 40
Media content analysis 41
Coverage versus content 42
PART 2 DEALING WITH THE PRESS
8. What: newspapers and periodicals 47
Targeting 47
General press 48
National and regional press 49
Local newspapers 50
Press agencies 51
Consumer periodicals 52
Specialised periodicals 53
9. Why: press relations – a means to an end 55
Matching the media 57
Promoting the product 60
Public relations versus paid-for editorial 64
Contents
iv
10. News, features and more 65
News 66
Timing news 67
Features 68
Photographs 69
A photographic checklist 70
11. How: writing for the press 73
Press releases 73
Distribution 76
Features 76
PR features 77
12. How: talking to the press 79
Jargon 80
Meeting the press 81
To lunch or not to lunch? 82
Press interviews 82
Press conferences and receptions 83
13. Checklist for effective press relations 87
PART 3 HANDLING THE BROADCAST MEDIA
14. Why: the importance of broadcast coverage 93
Proactive television 94
15. How: preparation and briefing 97
Asking the questions 97
Preparing for the interview 102
Example of a final brief 106
Checklist 107
16. How: winning the interview 109
A poor interview 110
A good interview: getting the message across 118
Checklist 124
17. Fine-tuning: handling different interviews 127
Live 127
Recorded 128
Contents
v
Panel 128
Down-the-line 128
On site 129
Doorstep 129
Ideas for programmes 130
Contacts with TV stations and people 131
Video news releases 131
18. How: radio interviews 133
Radio interview techniques 134
Types of interview 135
Conclusion 139
Further reading 141
Index 143
Contents
vi
Michael Bland, FCIPR, worked in Germany, Austria and Switzer-
land as a sales manager for Reuters Limited. After five years in fin-
ance and financial journalism he set up and ran the first PR activity
for the Institute of Directors and played a key role in putting it on
the map. He then spent six years as head of government relations
and corporate public affairs for Ford Motor Company Limited
before becoming an independent consultant to a number of lead-
ing companies and organisations and has trained many thousands
of executives in the techniques of public relations, personal presen-
tation, media interviews and crisis and stress management.
Alison Theaker, FCIPR, MA worked in public relations for eight
years, in a variety of in-house positions, including: Institute of
Housing, National Museum of Photography, Film and Television
in Bradford, Metropolitan Borough of Rochdale. She specialises in
media relations, internal communications, publications. She was
the first member of staff appointed to teach on the new BA Hons in
Public Relations at the then Leeds Polytechnic (now Leeds
Metropolitan University) in 1990. She became the CIPR’s first
Head of Education and Training in December 1998. After living in
the United States for three years and teaching at Emerson College,
Boston, she is now Senior Lecturer at Marjon College, Plymouth.
vii
About the authors
About the authors
David Wragg is an independent consultant, living and working in
Edinburgh. He is the author of 30 books, including 6 on public
relations. Formerly Head of Corporate Communications for the
Royal Bank of Scotland, his experience in public relations has
extended to transport, travel and the manufacturing industry, as
well as financial services. Before entering public relations, he was a
journalist, contributing regularly to The Sunday Telegraph and The
Spectator.
viii
To the uninformed, public relations is synonymous with press rela-
tions and, indeed, many public relations practitioners spend much
of their time dealing with the press. Some spend none of their time
on media relations. The stories that journalists relate of naive prac-
titioners sending the wrong material to the wrong people are
legion. They also frequently, and rightly, complain that press mate-
rial is badly presented as advertising in disguise and of no interest
at all to them or their readers. The advent of the internet and other
new technologies has meant radical change to the way public rela-
tions professionals work with journalists, and more is on the way.
The experts writing here provide a practical insight and guide for
those wanting to work effectively with the media.
In Part One, Alison Theaker deals with the media context.
Knowing something about the history of the media, its ownership
and how it is regulated and being aware of the rules of slander and
libel are absolutely essential. So too is knowledge of the latest
developments.
David Wragg then looks at the written press. He outlines the
opportunities that are available, explains in detail what sort of
approach should be taken and the different types of writing
required. He then provides detailed practical hints and tips on
how to go about it all.
ix
Foreword