Your essential guide to media relations in Australia and New Zealand

The text explains how to compose and deliver messages to the media, and how the media receives the messages and deals with them prior to dissemination. It takes a comprehensive look at the different types of media in Australia and examines how to prepare material for specific outlets.

Grounded in theory
The text combines practical hands-on strategies with a clear analysis of the theories of media relations. Real stakeholder case studies are used as the basis of theoretical argument, which demonstrates how to integrate theory and practice successfully.

Practical strategies and advice

• Case studies in each chapter demonstrate how media relations work in practice
• Hands-on advice on how to prepare media material for a diverse range of clients, including corporate, political and governmental, community, not-for-profit and interest groups
• Local relevance and examples—written specifically for Australian and New Zealand students
• Shows the step-by-step process of successful message creation and delivery—from designing campaigns, tactics, timelines and budgets, to developing media relationships and writing client prose
• Identify and manage risk, uncertainty and crisis
• Measure the success of the message delivery and the media campaign.

Richard Stanton is Lecturer in the Department of Media and Communications, The University of Sydney.

He has worked as a newspaper journalist, reporter, sub editor and editor, and on national and international business magazines and journals. He has published B2B magazines and worked as a correspondent for international specialist publications. He has worked in the fields of political and corporate public relations with clients in government, politics, manufacturing, trade, information technology and agribusiness.