For example, Sallot and Johnson mention framing theory and the point that if practitioners "effectively frame story for targeted journalists; the closer the correspondence between the practitioner’s subsidy and the journalist’s story expectations, the greater the probability of placement." (p.83). Therefore for a practitioner's story/media release etc to be published, it needs to meet with the journalists expectations. Further on in the article, Sallot and Johnson go on to quote a journalist as saying “To be completely honest, [practitioners] put spin on everything they do" (p. 84). Ironically, I think it is in fact the journalist who manufactures what they call "spin". PR practitioners have to write according to what the journalist wants. If it's not what they want, they won't publish it and it is the practitioner who ultimately suffers. In my opinion, I do not think it's fair to refer to practitioners as "spin" doctors, especially not by journalists.
Another interesting point from the article was the varying opinions about the mode of using media kits. In their chapter on Media Relations, Johnston & Zawawi mention the media kit makes the journalist's job easier. Survey information gathered by Sallot and Johnson indicate media kits are not of high likability of journalists. Specific figures were not produced, just simply that media kits are a mode by which some journalists like, others dislike. Johnston & Zawawi mention one reason for the difference in opinion could be that some media kits contain too much information and the media find this too complicating.
This week's reading made me think more about PR theory and practice in that PR practitioners and journalists need to build a rapport for effective media coverage. Practitioners need to understand the wants and expectations of journalists, but journalists should realise the content of stories produced by the practitioners are ultimately framed to suit the journalists.
I think the key points to remember from the reading are how important the industries of journalism/media and PR are to each other for optimum results. As Johnston & Zawawi state, "despite an often uneasy alliance between the media and the public relations profession, there is a growing interdependence in the two industries." If there is a mutual understanding and respect between both parties, it will prove beneficial to both the practitioner and the journalist/other forms of media.
I have commented on http://www.cmns1290nathanswan.blogspot.com/
References
Johnson, J. & Zawawi, C. (2004). Media Relations. In Public Relations Theory and Practice, 2nd edn, pp. 272-279, Allen & Unwin, Sydney, Australia.
Sallot, M. & Johnson, A. (2006). To contact... or not?: Investigating journalists' assessments of public relations subsidies and contact preferences. Public Relations Review. 32(1) 83-86
1 comment:
I really enjoy reading your blogs and liked how you put the two readings together (especially the part about media kits). I thought it was interesting when you mentioned that you believe journalists to put the spin on things, an issue I think raises ethical questions and the like. I suppose it is like the old adage that he who wins the war gets to write the history book!
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