Media Relations In Public Relations

I am an experienced PR professional, having spent most of my time in B2B and technology PR. Over the past three years, I have worked in a busy press office for a leading professional services firm dealing, on a daily basis, with a range of journalists, both proactively and reactively. The role has kept me on my toes and exposed me to different sectors of the business world and challenged to me to plan and manage campaigns and achieve great PR coverage. Throughout my career, I have built and maintained outstanding relationships with journalists and senior stakeholders, as well as colleagues in marketing and internal communications.

As public relations and journalism, the PR practitioners and the journalist are always related to each other nowadays. Both of them are important factors of the modern mass media, which aim to influence public opinions since the early twentieth century (Coombs and Holladay, 2010). In order to sharp citizen’s opinions, Charron(1989) mentions that the PR practitioners and journalists often prefer to work together and share information as cooperation. The dependent relationship, as Coombs (2010) explains, the PR practitioners scheme to cover through media, while the journalists are exploiting

I do not know much about public relations (PR), but if I can attempt to put it in a single definition it would be the communication or process in connecting to the mass media. The mass media is any consumer, voter or supporter of that particular company or person. When I envision what a person might do in a career in public relations I immediately think of Olivia Pope from ABC’s popular show Scandal. Public relations is involved with creating press releases, curating charities and essentially anything that will helps improve that business’ brand or that party’s’ image significantly. Unlike a management position, public relations comes in and consults during a crisis or scandal that affects the public and leaves when the situation is resolved.

This memo is to discuss commonalities and differences among two scholarly articles relating to the field of public relations, found in the Journal of Public Relations Society of America. The purpose is to inform those in the communication field, moreover; those with a concentration in public relations to the use of language, format, and target audience of presentation in current research studies. The following articles Corporate Social Responsibility and the Nonprofit Sector: Assessing the Thoughts and Practices Across Three Nonprofit Subsectors, written by Richard D. Waters, Ph.D. and Holly K. Ott, M.S. and Examining Modern Media Relations: An Exploratory Study of the Effect of Twitter on the Public Relations – Journalist Relationship by Drew Wilson, MA and Dustin W. Supa, Ph.D, showcase the current practice in presentation that will be beneficial in this field.

Public relations has changed drastically since the early 20th century. In its earliest forms it was more focussed on the idea of publicity and advertisement. However, more recently it has been seen as a way to engage and build relationships between an organization and it’s publics. Public relations deals with promotional activities that foster a positive public image of a company or organization.

The most recent definition of public relations, according to the Public Relations Society of America (2012), states that “Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Through the rapid advancement of modern media and technology, there have never been more outlets and opportunities available for accomplishing the goals of public relations. Believing the development of social media has not created serious changes in the way public relations practitioners go about their duties would be foolish and a fast track to falling behind in this rapid world of communication. The main goals of public relations are “to

The theory explains that the value of public relations in organization and society lies in socially responsible managerial decisions and quality organization to public relations. Organisations must behave in ways that solve the problems and satisfy the goals of the stakeholders as well as the management in order to be effective. Good relationship with organisation’s strategic publics is helpful in developing and achieving goals desired by both the organization and its publics, reducing costs of negative publicity, and increasing revenue by providing products and services needed by stakeholders. Practitioners identify publics who are affected by or affect organizational decisions and communicate symmetrically with them to build high quality long term relations.

Press agentry, public information, two-way asymmetric public relations, and two-way symmetric public relations are four models of public relations theory devised by Grunig and Hunt (1983). In this essay, the author goes on to identify an example each from current public relations business practices that goes on to show the four public relation models in action. Further stress is provided to ensure that the examples have all been taken place within last twelve months in the Australian media and justification of selection is to be done by comparing it with real world examples that are chosen.

The perceived ‘cantankerous’ relationship that characterises the exchanges between public relations professionals and media practitioner’s has been rife since the birth of public relations. The pair is, in its simplest term ‘frenemies’, they do work together, albeit covertly, and are usually hesitant to admit (on the media side) their cooperation. However, there is no absolute trust held between the two since there is a shifting power of control and influence that continually changes, which Fletcher (as cited in Hobsbawn, 2010, p. 64) believes is due to the market value of the particular product that public relations is representing. Media practitioners are often called the ‘watchdogs’ of

The public relations tactics in relation to the corporate context will now be examined. Customer relations can be associated with the monitoring of attitudes of key publics and stakeholders especially in regards to any negative incidents that have the potential to effect the organisation’s reputation and consumer trust (Wilcox, 2013, p.312). For Malaysian Airlines, this is evident given the potential for consumer boycotts with the missing aircraft’s (Crossman Communications, 2015, p2). Having over 12, 000 employees, employee relations are important for the organisation. Employee relations consist of monitoring employees’ attitudes and beliefs towards the organisation (Wilcox, 2013, p316) as there is potential for negative word of mouth by employees essentially damaging the company’s reputation. This is evident as according to Malaysian Airlines, they offer a “dynamic exciting environment that nurtures a diverse talented team that work to make great things happen” (2017). Finally, media relations are vital in a corporate context as “negative coverage can cause a corporation’s reputation to plummet” (Wilcox, 2013, p. 310). Having said that, it is important as public relations professionals to establish positive relationships with those who operate in the media industry. Kimberly Blessing argues the two fields (public relations and journalism) have an important working interrelationship with “60% of PR

Because they have a large degree of understanding of the public relations is an image of the establishment of business or put more persuasion efforts for business. The reporter general agree PR is in a public image, propaganda, persuasion activities, as well as marketing efforts, and promote the organization 's position. As the role of public relations become more diverse and important, public relations progress toward becoming the subject of strategy management, it is essential for public relations to the strategy. And to a wide range of business functions integration marketing communication (IMC) concept of the functions of public relations as a commitment to development a of an organization and its product, the image and the impact of the public or the consumer in the campaign of behavior(Ha, JH, & Ferguson, MA 2015）.

Great public relation (PR) is likewise an imperative undertaking which need to be fulfilled by PM. Mainly if task is open subsidized. Great advertising require solid personality, solid objectives and arranged system. So PM ought to be cordial and positive. Additionally, he or she can have the capacity to set up a presentation.PM ought to give high significance to PR as well.PM must know association venture association and targets altogether and secure the relative significance of every open gathering besides distinguish high-chance regions. How about we take a case of Advanced Rapid Transit System in Canada (1996).At that period, neighborhood government power persuaded individuals around there for the specific task. It was including light driverless autos, attractive exchanges and fiber optic based correspondence. Figures were produced and showed publically to demonstrate that an expected expense is practical contrasted and comparative frameworks assembled there. This segment gave development encounter that time. While keeping whatever is left of development proceed. All homes inside the zone of development were kept educated of the advancement. These techniques attempted to finish the venture at the early stage of the plan and to the elite level. The expense of PR exertion added up to more or less 0.6% of an aggregate venture (Widman, 1990, p.14)

As the name of the discipline implies, public relations is how an organization builds beneficial relationships with its key stakeholders. With effective communication as the practices’ primary tool, modern day organizations have taken advantage of proficient practitioners to boost exposure of their company and its message across to international audiences.

The success of a company depends on relationships with the public such as consumers, suppliers, investors, employees, government and media. Since public relation practitioners are the once who do the actual communication between their organization and its public it is obvious that public relation is a management function.

When the term public relations are heard, there is not an immediate understanding of the career, let alone its writings. The lines of the responsibilities of a public relations professional are often blurred and confused. However, the Public Relations Society of America composed a specific definition to help with the confusion: “public relations are a strategic communication process that builds mutually beneficial relationships between organizations and their publics” (“About Public Relations”). Breaking down the definition a bit shows exactly what public relations is about – “mutually beneficial relationships” (“About Public Relations”). Professionals work to create and maintain various relationships, whether it be with journalists or clients, that will yield positive results for all parties involved. In an interview, Vallerie, who works in public relations, revealed she interacts “with upwards of 20 different people” daily (Mackillop). Publics are generally thought of as the general public population; this is true to an extent for public relations. A public is “anyone who ever has or ever will form an opinion about the client” (Roost). This means that it is possible to have more than one public that a professional is dealing with for their work.