Working
mutually with the media is a significant asset for an institution. During the
internship, a written draft of several new story ideas has been assigned to me,
in the view to assist a media outlet to perform its media campaign in our
institution. The media campaign is meant to produce a 7 minute reportage which
portrays students’ experiences of both private and governmental universities. In
this connection, the primary task was bringing about several news story ideas with
regards to the news values as well as angles in order to demarcate from other universities.
Thus, PR is about collaboration on the one hand to establish a mutual support
with the media as a stakeholder, but on other hand, to promote our institution
through media coverages.
During
the drafting of the news story ideas, my supervisor advise me to always
anticipate to the expectations of the media in general. To this effect, since I
am studying journalism as per the major of my Bachelor degree, all story ideas were
generated based on the journalistic approach so as to facilitate the media
outlet’s task in their production. For instance, “The Blue Economy” news story
idea which is meant to explore the motivations of the students, has been
selected due to its timeliness and prominence aspect effected on the society at
this period of time. Therefore, the Public Relations Office’s (PRO) philosophy when
dealing with the stakeholders such as the media is to be always proactive and
knowledgeable in any field of study, so as to deliver excellent output.
Media
is one of the most prominent stakeholders which can effect on the daily
operation of an institution with relevance to their media coverage. They may be
portrayed as an influential tool which can affect the image and reputation of
an organisation. Yet, the PRO establishes mutual trust and collaboration with
several local media organisations through ongoing follow-ups.
“If we can by any method establish a
relation of mutual trust between the labourer and the employer, we shall lay
the foundation stone of a structure that will endure for all time.”Mark Hanna, US Politician.
1 comment:
Hi Daivik,
That's great! You have been allocated to write some news story ideas and that you have had good and beneficial advice from your supervisor. It is true that news story is much more a journalistic approach but it is also related to PR and it is awesome of having able to gain experience in both fields.
I am certain that you have been able to deliver great work and gain as more experience as you would have imagined to have back.
Kind regards,
Aurelie
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