Solitary we can do very little; together we can do so much!

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.