Chapter 10 Media Relations
I think this chapter is very much important for our PR study as it is said in the chapter that the media relations is often used synonymously with publicity and it was valued as the best-known elements of public relations.
In my point of view, after finished reading this chapter we should grasp at least some basic concepts as follow. A general overview of the media and its ownership, the relationship between the media and public relations, the basic knowlege of how the media functions as well as the various styles in media operation and the tactics on how to target the audiences. Last but not least, how to organize the media conference, which in my perspect can be seen as the most practical part among them.
I guess we are all clear about the critical relationship between the media and the public relations as nowadays most of the public relation practices are dealing with the media in one way or another.
Media conference as one of the most important tools in the operation of PR practice, its significance should be paid enough attention. The reason why we should do so is media conference is always the most direct interaction with the publicity. PR practioners usually outlet their ultimate desicions, attitude or even solutions to the issues through the media conference. Whether the conference is successfully hold will impose a heavy influence on their overall realization of the PR plan.
In conclusion, like the author said, dealing with the media relations is a critical part of the public relations practioner's profession. It requires integrate skills ranging from writing, organisation, planning, as well as the keen interpersonal skills, up-to-the-minute knowlege of news and current events and the an understanding of the specific nature of media enviornment. However, there is a tendency that these two industries are becoming more independent from each other thus calls for a mutural understanding and respect for each other's roles and responsibilities only by which an effective and strong communication can be achieved.
posted by ppy @ 6:51 PM
3 Comments
3 Comments:
'In my point of view, after finished reading this chapter we should grasp at least some basic concepts as follow. A general overview of the media and its ownership, the relationship between the media and public relations, the basic knowlege of how the media functions as well as the various styles in media operation and the tactics on how to target the audiences. Last but not least, how to organize the media conference, which in my perspect can be seen as the most practical part among them.'
Very well said. I think you summarised the whole chapter in this paragraph, and just by reading along, I was able to digest how media relates to public relations and vice versa.
However, there is a tendency that these two industries are becoming more independent from each other thus calls for a mutual understanding and respect for each other's roles and responsibilities only by which an effective and strong communication can be achieved.
I think the tendency for both to be independent of each other is due to the misconception and inherent biasness that both sides would have.
The PR practitioner would be viewed negatively by the journalist as potential spin doctors whose main aim is to garner publicity in every way possible and hence that misconception would drive a wedge between communications from both sides.
On the other hand, journalists are commonly misunderstood as reporters who only care about sensational news and only wants to get a scoop of the latest happening. The idea of a journalist being civic minded and writing for the good of the public can be marred by the negative behaviors of the paparazzi.
It is insufficient to say as "like the auther said" and then go on to quote a piece of text from the readings without correct attribution - please follow academic integrity rules.
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