New audience research puts Global TV ahead for the first time in years. CBC News maintains its lead online.

If you're a spokesperson for your organization, you know that you need to understand the media so you can target the right audience. The basic idea is to find your audience, then get in front of it. That's why the annual #DNR21 report from Oxford University's analysts is so helpful. The Digital News Report--now including 46 countries--shows where people get their news and, importantly, whether they trust the source.

Getting it Right: Unique Pitch, Flawless Execution

Adding a media relations plan to your communications program makes sense. Almost certainly, it will cost less than advertising and will probably do a better job in shaping what the public thinks about you and what you mean to them.

But hold off on blasting your news release to every media contact that you’ve acquired. Most reporters don’t want to hear from you, unless you’ve taken the time to figure out how your story fits into their world.

Understand Interview Dynamics

Ever had a conversation go entirely off track, and felt you couldn’t get it back onto your topic? That often happens to people who are new to being interviewed by the news media.

To a reporter, a question is an instrument used to dig out information. Depending on your answer, the reporter can end up exploring topics you’d rather not talk about.