Media Relations

This week’s readings covered the public relations function and media relations. Like the previous weeks readings from the Johnson and Zawawi (ref) text, I found it to be more descriptive than insightful. Perhaps I am still trying to readjust to a different academic discipline…? Regardless the chapter from the text was helpful in determining how important media relations are not only in times of crisis but also in setting the agenda. What was interesting was the interconnectedness of the media industry within Australia and how the recent changes to media ownership laws will affect how the ‘news’ is delivered to Australians.

I think the most important part of the readings were….the media provides the most critical link for the PR function. Even with the onset of ‘new journalism’ if a PR practioner requires their message to have credibility it needs to be in one of the main media channels on a major station or periodical. Without this credibility by association the message simply becomes more ‘spin’ in an environment where the consumer’s are becoming more knowledgeable about it and less susceptible to it.

It made me think about PR in that…it suggests to me that the adage “it’s not what you no but who you know” rings true in elements of PR and how those contacts are (for lack of a better word) manipulated in the delivery of the organisation’s message will affect how the message is received. That is just one of the elements of PR, the text outlines that knowing how the media industry is run provides helpful assistance to the aspiring PR practioner in how they must work with the industry and how best to do that.

this week i commented on Nathan's blog http://cmns1290nathanswan.blogspot.com/