<P><B>A thorough introduction to the essential skills of working with the media for public relations students and professionals, updated to reflect the impact of technology on mainstream media and the growing influence of social media</B></P><P>Public relations and the media are in a time of major change as the rise of social media, altered media platforms, evolving legislative environments, and new models of communication have altered not only the working environments of public relations and the news and entertainment media, but also many aspects of how the two industries work together. This book provides a practical and thorough introduction to media work in this changing environment. Based on a solid understanding of media culture and theory, it shows how to steer a path between the technical and human elements of media relations. It drills down into the different types of media, analyzing their applications, strengths, and weaknesses, and shows how to target a message to the right media outlets, whether it is national television, community radio, celebrity magazines, or influential blogs. This edition has been revised throughout and includes new case studies and new chapters on digital and social media, media campaigns, and legal and ethical considerations.