Media Relations: Tactical Preparation for Life
Edition: 1
Copyright: 2020
Pages: 136
Edition: 1
Copyright: 2020
Pages: 136
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Many of the text and trade books look at media relations from a journalist’s viewpoint, which is vastly different than what the practitioner should be aware of. Sure, there are deadlines and writing…lots of it, but the methodology in which we approach the communication exchange needs to be different.
Media Relations: Tactical Preparation for Life by Kelly A. McBride:
- introduces readers to the dynamic and growing world of media relations.
- highlights the differences and similarities between journalists and practitioners.
- discusses more than traditional journalists – the publication discusses the overwhelming rise of influencers.
- includes tips from experienced experts on the field on how to handle scenarios and relations between practitioners and journalists / media.
- describes how to conduct media interviews, presents theoretical application, and how to apply these concepts to stress fueled crisis communication scenarios.
- is student friendly! Discussion questions, end of chapter references, and other learning vignettes encourage retention and comprehension of concepts presented.
Chapter 1 – Introduction
Chapter 2 – First the Boring Stuff – Theoretical Applications
Chapter 3 – Basic Tools of the Trade
Chapter 4 – Telephone Interviews – “One Ringy Dingy” (an ode to Lily Tomlin)
Chapter 5 – In Your Face (Face-to-Face Interviews)
Chapter 6 – Social Media Is Still the Media (A.K.A. Citizen Journalists)
Chapter 7 – Fashion First
Chapter 8 - Crisis Media – Pre-Crisis Warning Signals
Chapter 9 - Crisis Media – It’s Happening Now!
Chapter 10 – Crisis Media – It’s Still Happening!
Chapter 11 – It’s Over, But Now What Do We Do?
Chapter 12 – Staging a Press Conference
Case Studies
Dr. Kelly McBride has over 28 years of experience in the field of communications, including work as a Communication Director for a Pennsylvania public school district, VP of Communications and Marketing for Sovereign Bank (now Santander), Press Secretary to former Lt. Governor Mark Singel, and Director of Communications and Media for the Pennsylvania Democratic Party where she trained in media relations with former Press Secretary Mike McCurry. She also provided communication and media support for the 1996 Presidential election.
Dr. McBride has additionally taught PR, media relations, crisis communications, and social media at Virginia Tech, La Salle University, York College of PA, and Kutztown University of PA. She currently serves as an adjunct professor at the Indiana University, York College of PA, and Central Maine Community College. She holds a Bachelor's of Science in Business Administration from Lock Haven University of PA, a Master's degree in education from Alvernia University in Reading, PA, and a doctoral degree from Immaculata University in Malvern, PA.
She has two published academic titles, Media Relations: Tactical Preparation for Life (Kendall-Hunt), and her latest positing social media theory that she has developed 7 Spheres of Social Media: Theorizing Integrated Marketing Communication coming October 31, 2026.
In addition to academic writing, her first non-fiction mass market novel is scheduled for release November 1, 2026. Mountain Mercy: The Incredible Story of the Health Wagon is a story of a Catholic nun who began a mobile healthcare ministry out of the back of her Volkswagen Beetle, and the two nurse practitioners who carried her mission forward.
Dr. McBride has presented scholarly essays on social media and public and media relations in Singapore, Belfast, London, and Honolulu, and taught International Public Relations in Riva San Vitale, Switzerland. She continues to provide corporate training in media relations for professional organizations and individuals. Past clients include the Montana Department of Health, the Association of Food and Drug Officials, and the Association for Middle Level Education. She is thrilled to be back "home" in the state of Florida after growing up as a young child in Hollywood. In her spare time, she enjoys golfing, reading, and hunting for the ever-elusive Megalodon shark's tooth on the Gulf Coast beaches.