Sunday, September 2, 2007
Week 8
Sallot and Johnston provide a thought provoking article entitled 'to contact ... or not? Investigating journalists' assessments of public relations sibsidies and contact preferences.' This article conveys attitudes of journalists towards practitioners based on US studies and how this effects media relations between them. The most common complaint of journalists toward practitioners is their lack of news-writing knowledge. In relation to media releases, journalists felt that there was a lack of writing professionalism in terms of organisation bias, knowing what was newsworthy and structure of an article.
Studies showed that most journalists preferred contact through email or phone and that other modes such as fax were less desirable. Journalists tended to appreciate the work of practitioners who were prepared to understand the writing style of their targeted publication. They thought that it showed a preparedness to conform and that ink or air time weren't saleable commodities. This article outlined the misapprehension felt by most journalists to be bribed for space.
Successful media relations can be summed up by the following: 'practitioners who tailor delivery of their subsidies to individual journalists' preferences vastly improve their media relationships and chances of success.'
This week's readings again highlight the importance of media relations. It illustrates the necessity of practitioners to be mindful of journalistic needs in order to successfully deliver their intended message. Contact should not be singular events that in the wider scheme of things, do not encourage relationships. Contact should be regular, as with all relationships, in order to be successful.
Studies showed that most journalists preferred contact through email or phone and that other modes such as fax were less desirable. Journalists tended to appreciate the work of practitioners who were prepared to understand the writing style of their targeted publication. They thought that it showed a preparedness to conform and that ink or air time weren't saleable commodities. This article outlined the misapprehension felt by most journalists to be bribed for space.
Successful media relations can be summed up by the following: 'practitioners who tailor delivery of their subsidies to individual journalists' preferences vastly improve their media relationships and chances of success.'
This week's readings again highlight the importance of media relations. It illustrates the necessity of practitioners to be mindful of journalistic needs in order to successfully deliver their intended message. Contact should not be singular events that in the wider scheme of things, do not encourage relationships. Contact should be regular, as with all relationships, in order to be successful.
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