This is from my point of view.
This week's reading investigates journalists’ assessments of public relations and their contact preferences. It is impossible to tell the relationship between journalist and a pr practitioner. Progressing from the chapter, the special relationship reminds me of the one Hitler and Mussolini shared. :P Not trying to sound rude but no one has any idea of they were allies or enemies back then too.
I think the main points in the chapter would be
- what impression does pr practitioners give the journalists
- how pr practitioners can improve their image in front of the journalists.
- what is the best way to communicate with a journalist
I googled 'what journalists think of PR' and one of the answers I got was 'journalists think corporate pr are sinners'. That doesn' sound nice from the point of view of a PR practitioner.
Journalists might dislike PR teams for spinning tales and trying to feed them with the 'spin medicine'. The fact is that as long as the PR plan is within the law system, it is perfectly legal for them to write such 'over the top' media releases.
There must be a certain degree for benefit of doubt when the journalists are reading through what the PR team has given and never put down the work. I think it is a little mean when the PR people has to work with the journalists and not the other way round.
The media industry works because of the trust between the different parties and at the end of the day, journalists and pr are really allies because they depend on each other to maintain their rice bowls.
2 comments:
Dear PeiQi,
You said that
"I googled 'what journalists think of PR' and one of the answers I got was 'journalists think corporate pr are sinners'".
By and large, I believe that PR professional recognize that journalists have a generally negative perception on them.
However, it was interesting to note that Corporate PR seems to be treated with a higher level of hatred and mistrust.
This week readings highlighted that journalists found that non- profit Public Relations practitioners to be more appreciative of them. This implies that other public relations practitioners do not show or even pretend to demonstrate their appreciation for journalists.
I suspect that the hatred for corporate PR stems from the way the practitioners carry themselves when dealing with the members of the press.
As such, I believe it becomes necessary for PR practitioners from any organization to recognize that humility and mutual respect is an important aspect in human communication. This may at the very least reduce the tension in the relationship between the two parties of PR and media.
When quoting your google result ('journalists think corporate pr are sinners'), you should have provided correct attribution.
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