Saturday, September 1, 2007
Week 7 - Media Writing
This week's reading discusses the importance of being able to write a decent media release in the public relations profession. Writing for the media is important because your client will not always rely solely on advertising to create a good image for their organisation. In crisis events, it is the role of the PR practitioner to smooth the issue over with the media, so that the organisation does not suffer any loss. Media releases rely on the newsworthyness of the issue, so practitioners need to be able to think like a journalist. Being familiar with the common news values is vital, if you want your story run the way you want it, it is important to do the journalist's job for them. Do all the research, write the release like a news story so it barely has to be changed, and don't leave any room for questioning. If you leave holes in your story, the journalist will notice, and they will pick at your version of events. You may find that you have handed the journalist ammunition for the opposition. Many people think of PR practitioners as 'spin docters' and lets face facts, they're right. Our job as practitioners is to keep the oranisation's image positive, and it's our responsibility to go to almost any length to do that. So when someone says 'As a PR practitioner, all you do is make your company look good', tell them yes, that's your job, and it's a very difficult job.
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1 comment:
Sara.
I thought you raised some really interesting and valid points in your blog entry this week. As i myself do both journalism and public relations, I am aware of the core news values and I think this helps me immensely in my PR work.
I found the idea of handing the 'journalist ammunition for the opposition' really interesting. It's a little scary to think how easily you can bring down your employer!
I think your statement about PR practitiners as spin doctors to be really brave. And I think I agree.
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