The Relationship Between The Media And Public Realtions

I found this week's readings particularly useful, mostly due to the fact that media relations was the subject of my debate. My debate question asked me to explore the relationship between the media and pubic relations practitioners. I was to take the side the public relations practitioners do not hold much power within the media when it comes to media relations. If I did not convince anyone else of this, I at least convinced myself!

Media relations is an example of an uncontrolled media tactic. This means that public relations practitioners have very limited control over the the media's distribution of their message. As such, media relations differs from other forms of communication such as advertisement, as the PR practitioner can deliver an exact message in this way. Unfortunately, it seems that media relations is the most effective way to deliver a message, in that it reaches a larger audience. So, it is unavoidable that a PR practitioner use media relations.

In doing so, the practitioner needs to take into account a number of elements. A press release needs to be well written, sparing no detail, and delivered to a relevant journalist to your cause. You must create a positive relationship with the journalist, both professionally and personally, as the delivery of your message now lies solely in their hands. This relationship is also useful in the future, as you can call upon this journalist to help pass on your messages to your audience time and time again.

I found this study useful as it showed me a side to PR that I had not previously considered; a weak side.

This week I commented on Sara Shanahan's blog:
http://cmns1290sarashanahan.blogspot.com/