ABSTRACT
This chapter provides an overview of this vast and changing industry, the different choices available to media relations professionals and some practical tools to make the relationship work to its fullest potential. The breadth of the Australian and global media is vast and complex— but it is also often interconnected. To achieve the best possible public relations results from the media one must be able to cut through the clutter and find the most effective format through which to deliver their news. The term ‘convergence’ is used to describe the dissolving distinctions between media systems and media content. News Corporation Australia is an excellent example of a converged media empire. Community and alternative media, as well as the trade press, represent choices for both one and the consumer. Achieving coverage in targeted media is a major part of the role of media relations and means going to whichever form of media best reaches their target public.
