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 profile At 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.