week 8

The following are the three main themes and issues discussed throughout week 8’s reading:
-A sound exploration into how to construct a media release relevant to the media you are targeting. It highlighted key themes to be thought about in order for an affective press release. Its content, framing- is it newsworthy? Style, presentation- is it presented in an ethical and professional manner? And distribution- is it distributed to an appropriate audience?
-The relationships between journalists and PR practitioners are also explored throughout the readings. There were discussions on how important it is to know your journalists and what they like, dislike and prefer in terms of how they are made aware of a story. If you know your journalist, and know what they like, and conform to these likes your story has definitely a better chance of being run.
It also touched on the negative perceptions journalists hold towards PR practitioners.
- And how effective internet use can be on a company’s overall image.

The key points in the readings can be applied to my group work in that again, like previous weeks, it executed the importance of a well equipped strategy for any program plan, story or role a PR practitioner faces in their work environment. Our group faces a task that any PR practitioner could face, and it is our job to have a sound overall strategy.

It made me think more about PR theory and practise...
It made me aware of the tug-o-war between PR practitioners and journalists, the love hate relationships that exist in the media world.
It also made me think about the one theme that is crucial to both PR professionals and journalists, and that is framing. How a story, plan or, in this case, how a press release is framed is detrimental to the success of that media tool reaching its targeted audience.