TheSixth

I think the key points to remember for this week’s reading are that media relations and public relations are interdependent upon each other. Both feed and provide each other with information therefore they share a two-way relationship. However, the role of media relations is heavier than that of publicists.

Public Relations practitioners should know their media; keep to different deadlines of the different medias and pay attention to who’re the decision-makers and journalists-- the newsroom hierarchy. Public relations practitioners should establish good relationships with roundspeople and news editors/ chief of staffs as they source and allocate stories to roundspeople respectively

The readings made me think more about public relations theory and practice in that it is vital for public relations practitioners to be adept at dealing with the media. Possessing a strong ability at writing media/news releases, organising media conferences and compiling media kits are part of a practitioner’s profession. A PR practitioner not only has to write well but possess excellent interpersonal skills and should always be kept updated on current and news events.

I didn’t use to think that holding a media conference isn’t easy. Public relation practitioners should consider factors like the setting up, when and where to hold the conference, who to invite and how to invite them, to ensure the success of the media conference.

PR practitioners should also be able to spot it’s target audience and select the best media to direct it’s messages at them.