Week 7

This week's reading by Johnston and Zawawi had many key points to remember while considering the theme 'media relations'.

1. Their first key item points towards the relationship held between public relations (PR) practioners and the media and how interaction between each can help to convey a message. This may mean regular contact on a regular basis.

2. Media and big business - Australian media is characterised by controlling monopolies. One only has to think of the media magnates Packer (PBL holdings) and Murdock (Fairfax). There is debate about cross-media ownership by one company in the same location. Issues include diversity, representation, plurality, regulation and technological convergence. Media convergence enable message sending to a wide varied audience and can be used to provide live media.

3. Relationship between PR and media can be fostered in the following ways.

Knowing whats newsworthy which can be determined by proximity, prominence and currency, human interest, the unusual and money.

Deadlines. Media outlets run to strict deadlines. This varies for different media styles eg. radio and monthly mags.

Newsroom must understand the role of newroom personal and the hierachal structure. Eg. editior, chief of staff, section editors, sub editiors, reporters and photographers. Get to know the journalists on a personal level to gain a better understanding.

Media styles different media have different requirements which the practitioner should be aware of. The should always consider the medium's particular needs such as supply of information.

Target audience the practitioner should define the audience they wish to target their message to. They should consider aspects that might concern their audience, the type of medium they may use eg. tv, radio and content.

Media release these are brief news items that will convey key messages regarding events, issues and so forth. They usually contain elements of who, what, when, where, why and how as well as newsworthy aspects. Effective media releases will be to the point.

Media kits are used by journalists to make their job easier. They might contain fact sheets, reference guides that list key attributes of an organisation or event; backgrounders, that provide the background of an organisation or event; feature articles, these can be written features or a feature idea may be developed and passed onto a journalist; profiles, comprehensive background on an individual or organisation. Other items may include business cards and media passes.

Media conference allows for a wide dissemination of a story, to give all media access at once, to allow journalists to ask follow-up questions. Members of the conference can be invited through fax, email and the practitioner must also consider the location of the conference. It must be easily accessed and central. Such examples may include hotels and town halls where other requirements such as parking can be met.

The Public relations theory and practice readings presented aspects that make up the relationship structure between public relations and media. This weeks readings outlined strong journalistic techniques and how knowledge of these by PR practitioners help to foster a relationship with their media counterparts, ie. journalists. There is an underlying message of fostering this relationship with less professional techniques such as socialising with each profession's counterparts.

I've briefly checked out the online readings but will discuss these later.