Week 7 Blog – Media Relations

This week’s readings were far practical in comparison to the theoretical readings of the past few weeks. I found it really interesting studying the relationship between the media and practitioners. The chapter states that “media relations is one of the best known elements of public relations because the work is seen to be done – that is we can see the outcomes every day in the media” – page 259.

I found the relationship between the media and public relations to be particularly important – where it is evident that the demands of the press have enhanced the growth of public relations. It is interesting to note that in a study of newspaper stories 30% of 2500 newspaper articles were wholly based on press releases.

I also found it interesting the concept of media monitoring – this complemented previous week’s readings where practitioners have cited that monitoring of news papers occurred on a daily basis. Media monitoring is said to be a vital form of research – its about being up to date with issues, events and changes that occur in your town or industry as well as nationally and globally.

The concepts of deadlines and framing PR works to suit their intended medium was also interesting. The text stressed the importance that practitioners become familiar with all styles of media and their deadlines and work within them. This type of practice will ensure the maximum exposure for the organisation.

An important aspect of maximising the effectiveness of media campaigns is to be always aware of he target audience. When doing this the text most interestingly stated that while the internet provides opportunities to reach large audiences – it should not be considered as the only alternative because it is both cheap and accessible – Page 270.

The last interesting fact I would discuss appeared on page 267 where the text states “a key factor in successful media relations is getting to know the journalist by name”. the text argues that if a practitioner develops a relationship with a journalist, it is a good starting point in keeping negative publicity to a minimum.

Overall I thought these readings gave a practical insight into the methods and relationship between public relation practitioners and the media. It is evident that in pursuing media coverage the practitioner must consider ways of targeting the intended audience – while considering ways of making campaigns appealable to gain maximum media coverage. In doing this I recall week 6 and the previous week’s readings. As I develop an understanding of PR I feel as though I am creating a checklist of dynamic features that must be considered when practicing public relations – litigation, ethics, and appropriate media relations – whilst attempting to maximise the effectiveness of the campaign for the organisation. It sounds a little daunting but I find myself curious about the variety of avenues the field can take you. I wonder what’s next???