TheSeventh

I think the key point to remember from this week's readings is that the relationship between public relations practitioners and journalists is a mutually beneficial one although the journalists may insist not.

The research questions tackled in the study are as of follows:
- How do journalists assess the quality of practitioners’ framing in their information subsidies for news media?
- What modes of contact do journalists prefer practitioners to use?

The results reflected that in 74% reports of interviews, journalists complained of practitioners’ lack of news sense and values, accuracy, timeliness, and style of presentation.

Most of the journalists interviewed chose email as the preferred mode of contact with public relations practitioners. It was revealed, that journalists will be pleased should PR practitioners ask exactly which mode the journalists personally preferred.

The readings also made me think more about public relations theory and practice, in that public relations practitioners should grasp journalism writing styles to get their work through the media, this would impress journalists and save them vast amount of time from editing and trashing the subsidies.

Seventy-eight percent of reports revealed journalists think that practitioners offer information that was overtly and overly self-serving. Perhaps that’s what the public relations practitioner has to do for his organisation? After all, why would the organisation hire a PR professional when they have totally no intentions of benefiting and promoting itself and concealing or subduing it’s flaws?

It is obvious from the results that journalists think too highly of themselves and do not offer leeway to public relations practitioners. Please, give them a break, they’re no doubt just going about their job too.