Thank you for your interest and the story on my upcoming book. It offers an opportunity to speak about the book before its formal outing writes Chido Nwakanma on “Media Relations Playbook – 25 Proven Effective Hacks”
I provide answers to that question in the preface to the work. Here is it.
Best practice guide to media relations in Nigeria
The work Media Relations Playbook offers a guide to tested and proven routes to success in media relations management in Nigeria and most African countries. The work is an exploration and dimensioning of my experiences in the field. The book places the issues in contemporary developments in public relations. It fills a gap in theory and practice.
Media platforms are expanding and multiplying exponentially, with consequences for the many stakeholders. Stakeholders here are primarily persons who leverage the media professionally on behalf of others. They work in public relations and the broader integrated marketing communication industry. They serve clients either as companies, governments, institutions, and individuals.
Growth in numbers and variety has brought complexity. Media relations management now requires more sophistication in strategy, tactics, and knowledge and tools. Writing and distributing press statements to media houses are no longer enough. Writing and distributing a press statement to media houses is no longer enough. Professionals must pay meticulous attention to content and process, targeting, monitoring, measuring outputs and outcomes, and conducting end-of-campaign evaluations.
This work represents a contribution toward improving the practice of media relations management. Professionals must identify and locate critical media management issues within the current theory and global practice standards.
Research and analysis of the problem.
Over the last seven years, I facilitated training sessions on Media Relations Management at professional forums and academe. I served as Adjunct Faculty at the School of Media & Communication, Pan-Atlantic University.
A literature review and experience-sharing revealed a gap in what the books share versus practitioners’ experiences.
I then commenced compiling what works as lessons learned. I shared at the Public Relations Masterclass® workshops of the Public Relations Consultants Association of Nigeria (PRCAN. In May 2013, I shared some issues in a paper presented at the All-Africa Public Relations Conference in Addis Ababa, Ethiopia.
From those lessons, I identified the thematic thrust of this book. When I commenced the work, I titled it 25 Lessons and Best Practices in Media Relations Management. Readers will find that it contains 25 lessons.
I outlined the issues and taught along those lines. I developed and exposed the ideas to participants at various seminars and workshops at the School of Media & Communication, Pan Atlantic University, and similar events by the Public Relations Consultants Association of Nigeria and other conferences. Participants received them enthusiastically. The resonance confirms a gap in the market, and such a work will fill that gap.
The second was gathering supporting evidence through a survey. I sent questionnaires to 300 respondents involved in public relations and communication.
I then collated and analysed the resulting data and views. Some of them strengthened the perspective, while others debunked it.
This book will enable graduate and undergraduate students of the discipline of Public Relations to come to grips with one of the pillars of the profession. The National Universities Commission broke down Mass Communication into seven distinct domains, with Public Relations standing alone.
Media Relations are central to public relations, and I hope this book serves as a guidebook to that area.
There is a companion text developed as I worked on this book. The Scope of Public Relations will introduce both students and practitioners to the broader field. Another work, Romancing The King, explores Client Relations Management in IMC to benefit everyone in relationship management.
