Week 7.

Readings: Chapter 10 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed

I think the key points to remember from this week's readings were that media relations is probably the one of the best-known elements of PR because the effects of the work can actually be seen in everyday media.
The chapter also makes us remember that although PR is essential for the media, the transaction between the two is not one-sided. PR provides information for the media, but the media also provides informations for PR practitioners.
The chapter also shows that one of the most important research methods for PR practitioners is monitoring the media. Reading,watching and listening to the media everyday is an essential task for PR practitioners. The aim of covering these media outlets is to gauge trends and public opinion.
The chapter also aims to provide students with the skills of interacting with the media in a beneficial way. It indicates that PR practitioners should know media deadlines, the hierarchy of the media outlet to be dealt with and also the difference in media styles and targetting the right audience.

The readings made me think more about public relations theory/practice in that the practical relationship between PR practitioners and the media is essential. The knowledge of how the media operates is one of the most important things a practitioners can know. Media relations tests all PR skills: writing, organisational and planning skills; interpersonal skills. Media relations also calls for a high level of understanding of the nature of the media environment. Mutual understanding between PR practitioners and the media is essential for success in the area of media relations.