Engaging with the media

Date of this Version


Document Type

Book Chapter

Publication Details

Citation only.

McLean, H., & Phillipps, 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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© Copyright Oxford University Press, 2009. 2nd edition, 2012


9780195564655, 9780195578607



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).

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