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PR 201 MADAM VAI (Wednesday 8:00-10:00)
Its about MEDIA RELATIONS!
● Where as Media Relations is concerned with PR working with mass media with the aim of
● informing the publics of a particular organization's policies, mission and practices
but in a constructive, consistent and most importantly credible manner.
The goal of media relations is to maximize positive coverage in the news media without paying
for it directly as done in advertising.
This is the core activity in many PR jobs
But what do Media do?
● Media pass Information to target audiences.
● They act as filters,They decide what's important and what is actually reported.
● Keep in mind that media are in business for pr
● They stay In business by selling newspapers and advertisement space,
● And these sales are generated by filling news and newscasts with information (good
content audiences want.

Where do they get this "good content"

● Research indicates that up to 50% of what the media carry comes from PR.
● It Is so concluded PR people through the mass media are major players in forming public
opinion.
● Because they always provide the mass media with the Information in the first place.
● Also, through the mass media, reporters help organizations to disseminate information of
firms u to the public; inform them and even influence public policy

WHY MEDIA RELATIONS?

● The importance of Media relations is based on the Mutual Dependence between Public
Relations/Organizations and the Media/Journalists.
There is an inevitable reliance between two sides
● The accomplishment of one's goal depends on the existence of the other

THE MUTUAL DEPENDENCE

PR's dependence on journalists/media
• The purpose of PR is to inform, shape opinions ad attitudes and motivate.
And one traditional way a PR personnel reach the key publics is via the mass media.
These enable millions of people to receive a message at the game
Thousands of newspapers and magazines, hundreds of radio an television stations and social
media enable the PR communicato specific target audience with tailored message designed just
for

● So mass media/journalists are important to organizations

● They help organizations to disseminate information to publics and influence their
attitudes and informed decisions on perceptions various issues.
● This reporting by the mass media is the major source of public information and about the
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business world and individual companies.

However, editors and reporters make independent judgment about what is newsworthy and
what will be disseminated, serving as filters of information.
● Though you may not be happy with what they decide, the fact remains that media
gatekeeper are generally perceived as more objective than PR people.
● So media gatekeepers give your int credibility and importance by deciding newsworthy.

So, the power of the media is unquestionable

• It can also have dramatic effects on public opinion and decision making.
.Knowing how to use the media effectively is antP essential skill for the PR practitioner.
You might not like the media, but you need them

Journalists' dependence on PR/Organizations

• Likewise, no journalist can search for information from every organization without the
assistance of representatives of such organizations.
It is always through the efforts of PR practitioners that the media receive a constant flow of free
information.
● Fortunately, such information becomes in packaged form.
● Its then upon the editor or journalist to determine if the information is newsworthy or not.

Studies have placed PR contribution to total news coverage between, 40 and 70 percent.
That is to conclude that PR people through the mass media-are the major players in forming
public opinions.
This is why PR practitioners are said to make the Journalists' job much easier, saving their time,
money and effort of gathering their news on their own.

However, most journalists argue against their reliance on PR personnel as their primary
sources of information.
Admitting, it would reflect negatively on their inabilities as reporters.
Studies confirm that fact though.
Journalists also need you, good stor receive from you help them stay in business

COMMON AREAS OF FRICTION BTN PR

PERSONNEL & JOURNALISTS
.Establishing media relations is one of important tasks that a PR practitioner must constantly
work on.
.But this has not always been easy, as there've always been various complaints of both groups
against each other based on the following as observed in various studies.
• Lets first discuss what you have been observing!!
 Journalists' complaints
I. Ignorance of media's editorial requirement and formats
Excessive hype and News Release spam
• Useless releases providing puffs and not news
Containing hype words-'unique, "sophisticated, 'revolutionary
Poorly written material is a serious and major problem with Other problems related to that
include unavailability of spokespersons failing to meet publication deadlines, too many
unsolicited email and phone calls
2Creating barriers to journalists from seeing decision makers in orgs
• People with actual stories e.g. executives
Entertaining spinning
limited to using news releases
3. Misunderstanding of the concept
'objectivity'
• Assuming any unfavorable story to their company malicious
.Missing a clear idea of how media operate
4Raiding of experienced news staff
• Promising of higher salaries
Keeping them quiet
5. Use of influence/pressure to get into news columns
.Directly bribing reporters
• Threats to withdraw advertising with them

PR practitioners' complaints
1. Sloppy/Biased reporting
● Focusing on rumors and personal opinions
Ignoring credible sources including org's representatives
Incompetence and having no b'ground in the subject
● Inaccuracy and Incomplete coverage
2. Inadequate research and preparation for interviews
● Doing business as usual
● Asking the obvious questions
● Lack of research skills/unprofessionalism
3. Too much of sensationalizaton
● Much emphasis on conflicts to sell publications
● Minimization of socially constructive events
● Enjoying to stir up trouble
● Manipulated photos and misleading headlines
4. Demand for brown envelopes to cover stories
● Lack of ethics
● Poor salaries/working conditions
● Invasion of the profession.
5. Unprofessionalism
.Lack of specialized writing-Most of reporters are generalists, not specialists
● Ignoring journalism ethics