Week 4.

This weeks reading discusses the importance for a PR Practitioner to know the media, to know each publications deadlines, to know the newsroom hierarchy- who makes the decisions and who writes the news.
Whilst emphasising how important it is to know this, it also outlines how vital it is for Public relations to develop and sustain relationships with the media. Because, as our text points out, not only does Public relations provide information to the media, the media also provides crucial information to the public relations profession.
While I’m on the lines of relationships I think its important here to mention the Greenpeace Case Study in the Motion and Weaver reading. It is here we see an example where a campaign spokesperson works in hand and proactively with journalists to increase their own knowledge and promote their issue.
This case study and in particular the readings show how important it is to establish a strategy.
- A strategy which includes knowing your media, and in turn knowing how to frame your story to reach journalists- to get your message out there.

The readings will assist our group work, in that it shows how to use the media to our own advantage. We are now aware of the different types of media that are out there and we can use this to pick and choose the types that are relevant in reaching our organisations target publics.

This week made me think more about PR theory/practice as it points out just how much broader the PR profession can be, that its not just the bricks and morter of writing press releases.