ABSTRACT
In a democracy, every public office has a duty to proactively engage with the Fourth Estate – the news media – and to inform the public about how government is using taxpayers’ dollars to perform its mission. But, in today’s digital age, how can this be done in a way that serves the public, the press, and the government body involved? It is imperative that those working in any public administration capacity have an understanding of the news media’s ability to influence public perceptions, attitudes and behaviors, and to learn the concepts behind effective media relations and relationship-building with journalists working in traditional and digital media spaces. The purpose of this chapter is to examine how public offices – from the White House and Capitol Hill to state legislatures, city halls, and local agencies across the U.S. and beyond – engage the news media to set public agendas, promote ideas, issues and services, and frame policy choices that are at the heart of American society. What follows is an exploration of practical media relations strategies and best practices for developing both traditional and innovative media outreach tactics, including written materials, media interviews, press events, and social media outreach, among others. In addition, we will share several examples, insights, and practical tips from public affairs experts in the field.
