I believe they key messages from this weeks readings were about:
The textbook reading was mainly concerned with how to write a successful media release (by successful I mean likely to be noted by journalists). The first online reading (Trends in Online Media Relations) examined the way which PR professionals are using the Internet to communicate with key audiences (namely the media). It further looked at the short-comings of eight different countries in regard to their usage of new media. The second online reading centred around journalist perceptions of PR practitioners. It seemed to be a ‘what not to do’ guide on gaining a journalist’s trust.
The readings could be applied to my groups work:
It is important that we consider the points raised by this weeks readings when putting our project together. The readings demonstrated just how important media relations are – my group will need to take this into account and make sure our project successfully utilises media devices (media releases, internet etc) which will be crucial to our campaigns success.
The reading made me think more about PR theory and practice in that it:
The last reading was really quite eye-opening in terms of how journalists view PR practitioners. It really made me see how important it is to build good relationships with journalists – this seems to be able to be done mainly through good writing and good ethics on the part of the PR practitioner. The readings also made me realise the importance of utilising all of the new media technologies available to an organisation.
The readings related to the other readings I’ve done in previous weeks:
This week’s readings specifically related to week four’s readings on media relations – which emphasised the importance of the media and why/how a PR practitioner should work towards building a strong relationship with them. This weeks reading went a bit more in depth, focusing specifically on the features a journalist looks for in media releases and practitioners.
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