The power of the media is unquestionable.? It can have dramatic effects?on public opinion and decision making. Knowing how to use the media effectively is an essential skill for the public relations practitioner.?In this third edition of Effective Media Relations, three public relations professionals give clear, practical guidance on how to work with journalists to get the best possible media coverage.?br In Part 1br , Alison Theaker looks at the media context and provides an overview of the law, ownership, ethics, new technology and media evaluation.?br In Part 2br , David Wragg looks at the opportunities that are available in the traditional press and gives practical advice on how to work with them.?br In Part 3br Michael Bland takes a behind-the-scenes look at the broadcast media and provides an insight into how radio and television interviews should be handled.?For the newcomer to public relations, Effective Media Relations?is a useful?primer. For the seasoned practitioner, it will serve as a?refresher and give an valuable overview of media relations.