Böcker av Mark Hunter LaVigne

With contributions by Kim Blanchette and Colleen KillingsworthIntroduction by Daniel GrangerThis book was created to assist entry-level communicators in learning how to develop successful campaigns, as well as to provide more seasoned practitioners with a refresher on the elements of an effective communication plan. It covers:the creation of executive summaries using the RACE formula; research and analysis;the setting of goals and objectives;identification of target audiences and key messages;development of strategies, tactics, timelines, and budgets;effective use of human resources in a campaign; andevaluation of a campaign's outcome.Case studies of real-life campaigns round out this invaluable guidebook.

Today's turbulent, ever-changing world has made the practice of internal communications more important than ever, as both private and public sector organizations deal with such challenges as global pandemics, remote and hybrid work arrangements, and innovative technologies-including the nascent "metaverse." The result is a new and growing opportunity for public relations practitioners, as the field of internal communications diverges from traditional human resources roles and functionalities.Internal Communications in Canada provides a concise, cutting-edge introduction to the field. Intended for students and junior practitioners, this exciting resource-created by Canadian practitioners for Canadian practitioners-covers a variety of key topics, including:The basics of organizational theoryPublics, cultures, and climates within organizationsBest practices for working in groupsEmployee engagementCommunications models and theoriesInternal communications researchThe importance of privacy considerations in internal communicationsMultigenerational communicationsCrisis communicationsDiversity, equity, and inclusion in internal communicationsCommunications and change managementCommunications within a collective-agreement environmentNew social-media approaches to internal communicationsChapters contributed by PR practitioners David Scholz, Sarah K. Jones, Colleen Killingsworth, William Wray Carney, and Danielle Kelly provide additional layers of insight and analysis. The result is-as Daniel Granger points out in his Foreword-an important addition to the study of public relations in Canada.

Drawing on the author's many years of experience both as a media relations practitioner and a classroom instructor, Proactive Media Relations: A Canadian Perspective, Third Edition provides an indispensable tool kit for professionals and students alike.Mark Hunter LaVigne first explains where media relations fits within the discipline of public relations before going on to outline basic procedures and practices. Topics covered include: The relationship between media relations and effective marketing Newsworthiness and why it matters The challenges facing today's journalists and how, by understanding them, media relations professionals can work proactively with reporters and editors Diverse target audiences and their media habits Media relations in French Canada Interview tips for television, radio and print How to make effective use of social media to present a client's story Tips on writing news releases, backgrounders, position papers and personality profileAt the core of the book are eight real-life case studies drawn from the author's own professional practice. Each case study includes discussion of overall strategy, target audiences, methodologies and results of the campaign, as well as examples of media advisories and news releases.Proactive Media Relations is a book no practitioner of the discipline-or student preparing for a career in the field-can afford to be without.