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The Bonner

media relations

Communications Series

allan bonner

Sextant Publishing

Copyright © 2004 by Allan Bonner

All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying or any information storage and retrieval system without a licence from Access Copyright, 1 Yonge Street, Suite 1900, Toronto, Ontario, Canada, M5E 1E5

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Library and Archives Canada Cataloguing in Publication

Bonner, Allan

Media relations / Allan Bonner ; Hal Jones, editor ;

Patricia Cipolla, illustrator.

(The Bonner communication series) Includes bibliographical references.

ISBN 0973113421

1. Public relations. 2. Mass media and business.

I. Jones, Hal II. Title. III. Series: Bonner, Allan

Bonner communication series.

HD59.B65 2004

659.2

C20049038273

SOCKO® is a registered trademark of Allan Bonner Communications

Management Inc.

Sextant Publishing

10080 Jasper Avenue NW

Empire Building

Suite 208

Edmonton, Alberta

T5J 1V9

For Lorna, Michael and Christian

Praise for

ALLAN BONNER’S

MEDIA RELATIONS

“Allan Bonner’s wide experience as a broadcaster and consultant makes this a valuable handbook to understanding the media. It deals clearly and concisely with everything you need to know when you find yourself in the news spotlight…from organizing the press conference, to getting your message across, to answering the tough questions. Essential and Insightful.”

– LLOYD ROBERTSON,

CTV NEWS

“Bonner has taken the mystery, and I expect the fear, out of media interviews with this informative tome. By telling the reader in no uncertain terms what the reporter expects, he is making our job as a journalist all the easier. It’s a must read for anyone who has to deal with the print, radio or television media.”

– HAROLD LEVY,

THE TORONTO STAR

“Truly, a university class in media relations. It’s a must read reference source for large and small businesses, governments, schools, and nonprofits. Bonner knows what he is talking about, telling the secrets that make dealing with the media easier and more productive.”

– JOE BATES,

KVOS TV

“This is an entertaining, commonsense analysis of the right and wrong ways to deal with the media, by a writer who knows his subject intimately and has the war stories to prove it.”

– WARREN CLEMENTS, MEMBER OF THE EDITORIAL BOARD,

THE GLOBE AND MAIL

“A simple but allencompassing guide for those plunged into dealing with the media… The book is a valuable resource.”

– HARVEY SCHACHTER, COLUMNIST,

THE GLOBE AND MAIL