The relationship between the journalists and Public relations practitioner is one of the vital in a way that both professionals needs one another for the success of their careers. Meaning that the PR practitioner needs the journalists for publicity and the journalists needs the other for story to publish that represent win-win situation in of the Gruing theories. Their relationship is one that gives them time to build strong loyalty to one another and leaves nothing that will make the loss credibility among their target audiences. Through the internship I leant that keeping the contacts with the media is every important as they give the space to publish and cover you clients.
“The importance of effective long-term relationships with strategic segments of the public for the achievement of organisational goals through various communication programmes has been widely acknowledged by many scholars and practitioners,” (Grunig, 1992).
At Russ consulting, every month the update the media contacts and also most of their PR service come much about the media and this make them more connected to journalists for their success towards their services they offer. I believe the PR practitioners needs to build more the relationship that will last with this journalists, and also sure that their relationship with this journalists is important for both professionals. I suggest that PR practitioners should produce quality work that will surely bring the story to the journalists and not just a general information which people will consider it boring to read and also events done by PR practitioner should show creativity to attract journalists to attend and write a better story.
2 comments:
The journalist are people who always consider information they get from the PR practitioners as straight forward which make hard for them to gain profit when they run stories their target audience consider unimportant to them while they encourage PR practitioners to be more creative and make the information more fun which can make them publish it.Even though they gain more from the relationship with PR practitioners they feel the PR industry have to change its information writing so as it can also benefit them.
Media relations is one of the important relationships that needs to be maintained. According to (Johnston, 2008), "Media relation can be described as a soft part of public relation thus to say it is not complex as issue management, urgent as crisis management and not personal as community relations."
However many turn to forget that in public relations mix media is what brings the information to the targeted key publics, therefore any organization needs to be in good terms with the media.
Today in the pr field media contributes a lot to our successes, be it campaigns and events. I always tell that people we need the media as much as they might need us.
Today we use media to measure if the information has been distributed, everyday we do media monitoring for our clients. furthermore the more the client is featured the more pr value and the client is happy.
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