CHAPTER TWENTY-THREE
MEDIA RELATIONS
It has been nearly fifty years since Marshall McLuhan introduced the world to the concept that the medium is the message. He posited that “the ‘message' of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs” (1965, p. 8). What McLuhan may not have fully anticipated was the rapidity with which those media would be introduced and the multitudinous ways in which they would be used.
Which leads us to today and the complexities, challenges, and opportunities of media relations as a supportive tool for an organization's overall relationship with the media and other target audiences.
In this chapter, media relations is defined and a number of ...
Get The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
