Why would public relations be interested in media? Public relations main position is to build a relationship with the public and the main way to do this quickly is through the media.
Media relations is well known as a vital part of public relations, because as Public Relations Theory and Practice states "the work is seen to be done" pg259.
Often public relation plans are involved with advertising or marketing plans to have a message known to the public, but if the message can be turned into 'news' it is often seen as more believable then an advertisement. From this chapter I learnt key points in what can make news includes; Impact, Conflict, Timeliness, Proximity, Prominence, Currency, Human interest, Unusual or Money.
In regards to what can make news, public relations must also have an understanding of how media works, just because there is a story to be told if it doesn't meet the deadline the story won't be herd.
The most common relation between public realtions and media is through press releases which public relations persons send out, if done right this press release will make it straight into a newspaper without editing.
However, a key point from this reading is to remember that while you may have some important 'news' only make it noticed to those who will find it important. E.g. Lionel Richie brings out new clothing line, this is only news to fashion magazines and beauty sections in newspapers.
Another key point of the relationship between public relations and media is through press confrences. However, know who you want to invite, keep on topic and don't organise a press confrence for the prime minister about the new water treatment plan when Iraq has just declared war.
Public relations has a strong relationship with the media, it is a vital role in geting 'that' message out there, but only if done correctly.
For media to work on public relations side, public relations must understand how the media works and operates.
Don't be naieve, media want stories, whether it's your angle or theirs!
4 comments:
Hey Michelle,
Your week 7 blog provided a really good insight into this weeks readings. I found it really interesting that you emphasized that practitioners need to maintain positive relationships with the media - in that this is vital to get the message out there. You provided a really good overview of the key tools that practitioners use to communicate with the media - and this added to my own understanding of the weeks readings.
Cheers
Hey Michelle. I think that it was great that you emphasised the point that public relations practioner's must have an understanding of how the media works, because if a story doesn't meet the deadline it won't be heard. I also found this very important to remember and also, it proves that you really learnt from the readings this week and now have a better understanding of media relations!
Also, you state that if a media release is satisfactory, it may make it straight into a newspaper without editing. While researching for my speech on this topic, I discovered that 47% of stories written by journalists are based on info from PR Practitioners and are not edited much at all. Just a little fact for you!
I totally agree with your view, that PR has a vital relationship with the media, and it's all about getting your message out there.
I only have one question. What do you mean by your statement, "Dont be naieve, media want stories whether its your side or theirs." Do you mean it's ok to frame a story a way you don't believe in in order to get it published? It just confused me a little.Apart from that, great blog!
Hey Emma, just in relation to what confused you ("Dont be naieve, media want stories whether its your side or theirs"). I basically ment when you send a media release be aware the media often find different ways of writing up an article to attract more attention, which in some cases can work negatively in your favour. So always portray the best and most 'news worthy' angle you can.
And thanks for that fact on media releases being published, I find that really interesting!
Post a Comment