The title of the topic sounded really interesting to me and I thought it was one of the easier topics to read up (i was unfortunately partially wrong) and to write on. I wanted to look into the media relations side of PR perhaps because I know quite a bit of how the media works through other past modules and it would be pretty cool to know how PR practitioners work their way around to get to the media.
Insights
There are several pointers with regards to the topic that made an impact in my learning.
- Do not give reporters INACCURATE and NON-FACTUAL information.
-> Reporters rely on their sources for accurate and factual information. If at any point, any informationturns out to be untrue, any amount of trust built will disintegrate and the source will never be used again. - Persistent calling and emailing to reporters/journalists to ask if their press releases are going to be published, build up irritation that causes poor relationships.
-> Scenario: Clients keep pushing for publications of press releases.
Solution: Build stronger relationship with the client and don't overemphasize the importance of media relationship. - Promising what can't be delivered - one of the easiest way to kill the relationship.
- Build strong bond with both media and client.
-> Situation: If media and clients hit it off well and build good relationships, then agents won't be necessary anymore. - Introducing clients to a wider range of media is more risky as relationships take a long time to build (among media, agent and client).
The media has the ability to broadcast and publish stories thus Media Relations practitioners need to know what interests the journalist and find a good story angle for the journalist to write on. It is not easy as different journalists have different ideas. This is strategic relationship building; knowing what your client wants then finding a suitable journalist for to write the press releases.
Media Relations practitioners need to understand the complexity and the relationship with each other in order to successfully influence and persuade at a high level.
In my opinion..
I think the chapter was a little dry at first when the author talked about the media and its politics. The middle parts nearing the back was much easier to absorb and understand. Overall, it was a good read. I think my favourite part was the paragraph beside the picture. I never thought of it in that way and I always thought that finding any journalist would do, so long as they get what the Media Relations practitioners need, done.
*200-300 words is too little to pen my insights down (I still wrote over the word limit anyway).
Hey Van! Nice blog entry. I really think that the pointers you gave on building media relations is really helpful, because it might concern one of us in the near future.
ReplyDeleteI also thought the same that "finding any journalist would do". But i guess not!
-Irene
I think these are very good pointers to take note of, especially #2. Yes, we all want to give our media releases the best possible chance of being published, but at the same time, it's important to know where to draw the line between self-promotion (for the company) and being a nuisance. Behaving like the latter actually kills our chances of success rather than helps our cause, and maybe that journalist will spread the word to others that (name) is a very pushy PR practioner.
ReplyDeleteIt's good to know if we intend to work in this field. :3
thank you guys! (:
ReplyDeletethis blog is very insightful and provides good key pointers that relates to this topic.It is really important for those in the PR line to take opportunity to get goood media coverage to increase chances of success.
ReplyDeleteI do agree on the points you brought up in this post; which really, further convinces me that PR is about building relationships front and back (in this case, between your client and the journalists).
ReplyDeleteThe cartoon bit in this article is kind of amusing, PR have inadvertently become marketers - which leaves us with something to think about. Like how a successful PR practitioner have to learn to juggle and cover these much issues in order to achieve their ultimate aims, which are ENDLESS; make your client happy, grab journalists interest, look for the best strategy and yes, everything else that includes the word "exhausting".