EFFECTIVE MEDIA RELATIONS The power of the media is unquestionable.  It can have dramatic effects on public opinion and decision making. Knowing how to use the media effectively is an essential skill for the public relations practitioner.     In this third edition of Effective Media Relations, three public relations professionals give clear, practical guidance on how to work with journalists to get the best possible media coverage.     In Part 1, Alison Theaker looks at the media context and provides an overview of the law, ownership, ethics, new technology and media evaluation.     In Part 2, David Wragg looks at the opportunities that are available in the traditional press and gives practical advice on how to work with them.     In Part 3 Michael Bland takes a behind-the-scenes look at the broadcast media and provides an insight into how radio and television interviews should be handled.     For the newcomer to public relations, Effective Media Relations is a useful primer. For the seasoned practitioner, it will serve as a refresher and give an valuable overview of media relations.