I think the key points to remember from this week’s reading were that a positive media relation is only one part of a public relations plan. However, it can be the most valuable and efficient tool, if one have a good plan and make right use of it. As professional PR practitioners, I guessed, once they know how to get their message not only accepted, but valued, as important news by their local media (let’s say in Singapore’s context), they have make a big step towards the success of their program planning.
Media relations involve understanding the needs of the media you wish to deal with and meeting those needs, wants and demands. It includes meeting deadlines, making your news releases newsworthy and easy to use, and maintaining good relationships with reporters, editors and news directors.
The readings made me think more about public relations theory and practice in that publicity through proper media relations tactics is information supplied to news medium. Nevertheless, the decision to use it and its final form are controlled by the different specific medium.
Publicity is not only low cost but has high return. Placing a news story about your event or your organization gives your message credibility and recognition, whether printed or broadcast. However, editors and news directors in the newsroom appreciate well-written, timely and well-organized news or media releases written in news style and will use them appropriately when in time to come. On the other hand, I believed they also like story tips that they can be follow up on their own time.
Last but not least, despite frequent edgy coalition between the public relations practitioners and the media, there is still a budding interdependence in these two aspects. This can be enhanced and developed hand in hand together through mutual understanding of each other’s role playing, to execute out a successful event or campaign.
4 comments:
'Publicity is not only low cost but has high return. Placing a news story about your event or your organization gives your message credibility and recognition, whether printed or broadcast.'
I think there is certain part of the statement is correct. However, it has to be depending on the reputation of companies and organizations that are involved,ion the basis on high returns.
maintaining good relationships with reporters, editors and news directors.
It is true that we need to have good connections with people working in the media industry in order to have privileges of getting news published on popular segments or sections.
In order to achieve it, I guess we need to involve more interpersonal communication to create credibility. :D
“Media relations involve understanding the needs of the media you wish to deal with and meeting those needs, wants and demands”.
I agree, it is important to know what the media wants and only when their needs and wants are clearly understood the media and PR department can work together to come up with their news story. As I have mentioned in my blog there is no point in coming up with a grate story when it dose not even meet the specific requirements and the deadline of the media representatives.
In response to Yitong's comment, I think that besides the initial reputation of the company,there is another glaring factor that needs to be considered and it is untrue that publicising in any type of media will provide credibility and recognition on the PR side.
Advertising in newspapers as compared to on T.V. may reap different results.
Hence, PR practitioners need to know their target audience and decide which form of media can be used to be most effective for them.
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