Media is an important tool in the industry not only for the PR field but also for other departments such as advertising and also it can be used to carry out research in the society/nation.As in for PR I realized that the media is used to gain a bit of knowledge of how our/their competitors worked and also it was to inform and equip the management to act when issues or crises emerge or arise.
Jane Johnston (2007,5) once said that media is provides two important roles for the Public Relations professionals that is to get information out to the targeted people(disseminate useful information to target audience including the clients of certain organization,as used as a tool for communication it keeps the far target audience updated every time and the second role of media the author has talked about is that the media provides a monitoring tool about your company which i do agree with him,with media you can be able to identify and manage issues that may affect the organization in the near future.
The author continued to say that with media you can be able to gain an understanding of your key publics and perception of the services offered or product,which now goes back to what i have said earlier on,that media is for communication with the key publics.
comments,addition and critics are welcomed,feel free to say what you understand about media but remember to support your idea..Thank you guys for your time here with you and all the best with your reports.
2 comments:
I do agree with because media is the vehicle that a corporation uses to communicate with the public's. It is vital for the survival of any business because it helps to disseminate information easily
I agree with you. Without media, public relations practitioners cannot run successful public relations activity or campaign. According to Johnston and Zawawi, (1998, p.5) communication is one of the crucial roles in public relations and media is a highly useful tool for communication. So, it is very important to keep good relations with media organizations and journalists.
Fortunately, I was doing my internship in a media company. During my internship I learned how public relations organization or business companies keep relations with media. There have several things to consider when you are keeping relationship with media. One of important thing is to respect journalists’ code of ethics and to understand how the media work and what news organizations’ deadline. If not, It would be very hard to get favorable news coverage.
Reference:
Johnson, J. and Zawawi. C. (2004) .Public Relations Theory and Practices.2nd edition.Australia:Allen & Unwin.
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