Nwakanma turns his experiences into 25 lessons in the Media Relations Playbook.

In Media Relations Playbook, experienced communication strategist Chido Nwakanma shares principles, best practices and 25 lessons from 35 years in media and communication management.

The 486-page book is filled with insights from the theory and practice of media relations. It deals with media relations as one of 30 specialisms in public relations.

Media Relations Playbook has 32 chapters. Mazi Mike Okereke, renowned public relations counsel honoured in Africa and the United States, wrote a detailed and exuberant foreword. Insiders penned case studies on Nigeria LNG Limited, Airtel Networks, MTN Nigeria Communications, International Breweries Limited, and the American University of Nigeria.

The 25 Lessons cover various issues in media relations and managing the process. Some come as prescriptions and guidance. They include clarity about objectives, audiences, and deliverables, having a clear strategy, the need for a distinct Media Engagement Plan, and taking charge and telling your story.

The author urges the media relations executive to “write different versions to reflect media types, stick to the positive, expect various responses including the not salutary, and never make “off the record” comments.

Nwakanma urges readers to “note the diversity of platforms”, segment the media despite the seeming sameness, focus on relationships and not transactions, and “Apply media theories. They work”.

Nwakanma shares a fascinating narrative of his research, measurement, and evaluation journey in Lesson 12: Monitor. Monitor. Monitor. It takes in his work in Cadbury Nigeria, the 2002 International Public Relations Association Conference in Cairo, Egypt, and how the public relations world dumped Advertising Value Equivalent for the Barcelona Principles.

Several other anecdotes and narratives enliven the book. There are templates and guides to various activities.

The many nuggets in this book include the advice to focus on relationships and not transactions, “Think as Noah did”, agree on results criteria upfront, and “Do not work for free; seek and get a consideration”.

The guidance on fees is crucial as professionals in the industry report many instances of underpayment or even clients, friends and associates taking their services for granted.

Media Relations Playbook is timely. It came as the National Universities Commission divided Mass Communication into seven domains, with Public Relations as a distinct domain.

Nwakanma stated, “Media Relations is central to public relations, and I hope this book serves as a guidebook for media relations and broader public relations. It is necessary now to provide context and literature to support the standalone public relations course.”

The Media Relations Playbook is available on Amazon and Selar.com.