Week 7 Readings

I think the key points to remember from this weeks readings were ....
That the role of media realtions today is far broader and more complex than that of publicists or press agents.At any level whether it be sponsorship, managing of events etc dealing with the media is an integral part of much PR activity and it's impact and power should never be under-estimated. PR practitioners rightly see their role as vital to the media, it is not a one - way relationship Just as Pr provides information to the media, so too does the media provide information to the PR profession.This is done through the simple task of media monitoring : reading, watching and listening to the media everyday, a simple but vital, form of research.

Conley lists eight significant news values that are found in news stories and take the news value of an everyday story such as:-
. Impact
. Conflict
. Timeliness
. Proximity
. Prominence
. Currency
. Human Interest
. The unusual

Media outlets run to strict and inflexible deadlines and these vary with the type of medium, the complexity, location and regularity of production. The most fexible of all deadlines is in radio news updates. It is essential that practitioners who deal with different media become familiar with all styles and deadlines and work well within them.There job is not only to assist the media as information providers but also maximise the chances of gaining exposure for their organisation. Once deadlines have been established the PR practitioners must learn who makes the decisions and who writes the news. It is vitally important for a PR practitioners to understand the personal make - up of the newsroom and also it is critical to know the names and roles of the journalists within the newsroom in your target area. It is a basic hierarchy system in a newsroom. It is essential also for PR practitioners to have an understanding of the role of the roundsperson, because this is an integral part of most news outlets, especially in newspapers. Rounbds include:- Politics, courts, local governmanets,education,health,aviation,environment,particular sports such as Rugby League and general news.It is imperative to think of members of the media as individuals This is so PR practitioners can meet and talk with journalists personally and professionally where a relationship can be developed and based on an understanding of each others roles.

There is a difference in media styles. The media should not be thought of as one amorphous mass; rather it must be considered as a complex and multi - layered part of society. PR practitioners should be aware of some key differences between these various media. PR practitioners also can service their client organisation whilst assisting the media in its needs. The primary purpose of media selection is getting a message to a specific audience.It is important to note that different media target different publics, and it is thus essential that PR practitioners know precisley who they want to get their message across to. The breadth of media opportunities also means alot of work for the PR practitioners, in staying up to date with trends and available options.

A wide range of media tools are offered to the PR practitioners for dealing with the media. The most common are the media release, media kit and media confrences. It is important to remember that once a news release leaves a PR office, it is out of the practitioner's control and in the hands of the gatekeeper. The best any PR practitioner can hope for is careful and considered attention from the journalist allocated to your story. All practitioners can do is maximise their chances of getting a run.

it is significant to hold media conferences for the following reasons:-
. to allow for a wide dissemination of a story;
. to give all media access to the news at once;
. to allow journalists to ask follow-up questions.

Ideally, PR practitioners will be in a position to proactively arrange a media conference, with plenty of time to plan, prepare and check that everything is in place.

The readings made me think more about Public Relations theory/practise in that .....
I was unaware of how vitally significatn a PR practitioner's role is in the media. And that dealing with the media is a critical part of the Pr practitioner's profession. It incorporates such things as technical aspects, in writing media releases and compiling media kits, and the manager's role, in advising senior personnel about working with the media. Media relations for Pr practitioners requires key ingredients of how to write, organise and plan as well as keen inter - personal skills and a vast array of knowledge of news and current events which i had no idea Pr practitioners played a major role in.PR practitioners must have such a vast understanding thus knowledge of all of these particular concepts and an understanding of the media and its environment. A clear approach to a more understanding respectable approach to that of journalists and that of Pr practitioners roles in society can come to a cross roads of a clear established and effective strong communication that can be achieved in media relations.