This chapter gave me some insight on how public relations practitioners work with the media to disseminate the organisation's intended communication message. Media relations are an important aspect of public relations practice.
The media and public relations practitioners have an interdependent relationship. The media is reliant on public relations practitioners to keep them updated and provide news resources through media releases as time constraints do not allow them to follow up on every new lead.
Besides helping to fill journalists in on the latest news, public relations practitioners also rely on the media to disseminate the organisation’s message in a PR campaign. The media is a powerful communication tool as it has a large outreach and has some influence over its audience. Thus, I feel that the media is the most efficient way for public relations practitioners to market their campaigns.
I learnt that in any public relations campaign, it is better to err on the side of caution and under-promise. Losing the media’s trust has adverse effects on the public relations practitioner and client thus it is unwise to over-promise and be unable to meet expectations.
As mentioned in an earlier post, the media has significant control over an organisation’s reputation. Thus, I feel that it is important for public relations practitioners to foster good relations with the media as it is beneficial to both parties in the long run.
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