When reading the chapter on Media Relations, it is easy to identify a parallel between Public Relations and Journalism. The chapter looks at “What makes news” and lists the eight news values, which I learnt by studying journalism. There is also a flowchart type of diagram explaining the “Newsroom hierarchy” – again, and this is only my opinion, but I couldn’t help but think of journalism. At times I was wondering if I was actually reading a journalism text!
I feel this chapter highlights the importance of organisation and planning between PR practitioners and the media. PR practitioners need to be organised and know which media tool to use for a specific situation, they need to be aware of the audience they are targeting and they also need to adhere to tight deadlines. Different media forms have different requirements, for example “most evening news services have their news line-ups in place by 5.00 p.m” (Johnston & Zawawi 2004, p. 265). However news stories for radio can be sent through within 10 minutes of a deadline. Because different media forms have different and varying deadlines and styles, PR practitioners need to “become familiar with all styles and deadlines and work well within them” (Johnston & Zawawi, 2004, p. 265)
Additionally, this week’s reading made me think more about PR theory and practice in respect of the relationship between PR practitioners and journalists/media in general. Personally, I believe it to be important to make friends with the journalists and other media representatives! They are the ones who decide what will/will not get a run. As discussed in chapter 8 on the topic of tactics, “the media can provide an ideal and cost-effective vehicle to rapidly reach a mass audience” (Johnston & Zawawi 2004, p. 203). However, as mentioned above, careful planning and organisation is required because if the message the PR practitioner is trying send out is deemed to be of minimal interest the media will not publicise it, and the reputation of the practitioner might be questioned (Johnston & Zawawi, 2004).
I think the key points to remember from this week’s reading are to be aware of the message you want to send, who you want to send the message to and which form of media is the most appropriate and effective way of transmitting the message. This just reiterates the need for PR practitioners to be organised, well planned, and to also be able to think strategically.
I have posted a comment on http://www.cmns1290erynsullivan.blogspot.com/
References
Johnston, J. & Zawawi, C. (2004) Media Relations, in Public Relations Theory and Practice, 2nd edn, pp. 259-286, Allen&Unwin, Sydney, Australia.
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1 comment:
I completely see your point about feeling it had so much to do with journalism. Nevertheless, I felt the point the text was trying to convey was the fact that journalists are primarily responsible for what goes to the public. As a PR person, you must understand what journalists responsibilities are and what they want, for your story to make it.
Your writings for this week helped confirm what I had taken from the readings, I also really liked; “become familiar with all styles and deadlines and work well within them” (Johnston & Zawawi, 2004, p. 265).
I also agree with your point that making friends at the right places is a good idea, but it doesn’t necessarily mean that you should slack off on your job though, your ‘friends’ have a job to do too!
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