I think the two key points to remember from this week's readings are the importance of establishing good relations between the PR practitioner and the media and the various tools that are available to the PR practioner when handling the media.
Media Relations. What is it? Basically it is the relationship between the PR practitioner from a given organisation and the media. It is an extremely important relationship as the media is a very powerful ally. The media can "make or break" an organisation.
Media relations is also an excellent PR tactic. There are many ways to go about using media relations as a PR tactic. First of all, there are press conferences. Press conferences are an good way to establish a good relationship with journalists. This "we care" attitude stands to sit well with the media. There are also media releases. However, one must be careful with the language written. One certainly does not wish the media to receive the wrong message!
That being said, the relationship between media and PR practitioner is largely uncontrolled. Also, trying to establish this rapport with the media is no easy task. Besides having good writing and interpersonal skills, one must also have any eye for detail. The PR practitioner needs to know how the media functions in order to "understand the media". Only then can the PR practitioner adapt to the changes in the media and plan the strategy and tactics more effectively.
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I also believe that having a good relationship with the media is important. As I think that it can often make things easier for the PR practitioner, to be able to talk to the media and approach them easier. It is better to have friends than foes.
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