""Media Relations in the 21st Century" explains the evolution of media relations over the past decade. It provides insight into how public relations practitioners can work most effectively with journalists in today's world of economic limitations, social media, and at times, opposing priorities and agendas.
The book compares the historical evolution of the two professions individually and as integrated entities. It analyzes the day-to-day workings of the press, both print and electronic, and public relations professionals. It also shares detailed suggestions for how practitioners in each field can encourage the best possible relationship between the two.
All this information is examined in the context of how relationships between journalists and public relations practitioners have been in the past, are today, and may need to change in the future especially in the light of technological development and innovation.
Filled with analysis and clear recommendations for best professional practices, "Media Relations in the 21st Century" has been developed for introductory courses in public relations or journalism.
Daniel Walsch earned his Ph.D. in communication at George Mason University, where he currently teaches in the university's communication department. During his time at George Mason he has also served in the Office of University Relations as the director of media relations, the executive director of university relations, and the press secretary. Dr. Walsch has been recognized as Outstanding Supervisor and the Adjunct Instructor of the Year. In addition to his work with the university he maintains a blog on the importance of communication."