I think the key points to remember from this week's readings were that it is incredibly important for a PR practitioner to understand how journalism works. Journalists have a lot on their plate as they are constantly trying to meet datelines, so it makes sense that they would probably only read the first three paragraphs of anything before deciding if it is newsworthy.
Basically, the first three paragraphs are ‘make or break’ for a practitioner wanting to get something published. While, adapting to a particular journalist’s contact preference to facilitate information seems slightly sycophantic, I suppose that that would make a journalist more willing to give them the time of day.
The readings made me think more about public relations theory and practice in that PR practitioners and journalists need each other, though the latter would be hard pressed to admit it. Perhaps the long-standing myth that all PR is based on spin has something to with it. What company would give a journalist information about their malpractices, right?
I feel that the relationship between journalists and PR practitioners would improve significantly if there were more honesty involved during communication. However, that may be too idealistic a notion, as both parties would have their own vested interests to look out for. Nevertheless, something ought be done to build up trust between PR practitioners and journalists, which would mean that interpersonal skills should come into play as long as it remains within the boundaries of professionalism.
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4 comments:
"I feel that the relationship between journalists and PR practitioners would improve significantly if there were more honesty involved during communication. However, that may be too idealistic a notion, as both parties would have their own vested interests to look out for."
I agreed with what Denise had mentioned here, likewise of what I had mentioned in my own entry as well. I guessed in both of these professions, the situation of "give and turn" is indeed important. I believed jounalism and PR till date still have the chance to work hand in hand together till date. Journalists helps PR practitioner to produce a good write up, while PR practitioners provide the factual news ethically.
SOrry I had a typing error in my previous comment.
It should be "give and take".
Yes, journalists have only time to read the first few sentences... Well, its stated in the PR textbook that most of the time, editors would scan through the media releases, and be concerned about Who sent it, how important it is, and if it is well written.
I believe that true journalistic writing for media releases would definitely improve the chances of publication. If it helps in publicizing the PR event, then it is a tool to be used and adopted.
Good discussion happening on your blog but it's falling behind and you will lose marks for this. Make sure you consult the grading criteria for details on how this assessment task will be marked.
Melanie
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