Week 7

The vital importance of media relations.
First, relationships. Anonymity or a bad reputation among colleagues in the various media makes a job difficult even before it starts. Trust and respect can only develop over a long time after several successful and mutually beneficial exchanges. Nurturing good personal relationships with journalists and others in the media is the responsibility of every PR-actitioner who wants to be successful in their work. This is achieved by assiduously adhering to one's word and bearing in mind the demands and limitations of those who bridge the gap between PR and the public; for instance a brilliant and comprehensive media package is of no use to a journalist once a deadline has passed. Content must be appropriately tailored to styles and formats, as well as being relevant to an audience. An informal article may not be appropriate to a trade magazine, a lifestyle feature might be out of place on a travel program. If radio coverage is desired, audio material may suffice, but vision opportunities are necessary to attract television reporters. A small school fete could be rightly covered in a community newsletter, but would not be 'newsworthy' to a national publication or prime time bulletin. A 'soft' fact sheet to correct negative reports might be enough for a friendly journalist, but a respected broadsheet or investigative reporter might demand an interview on their own terms. All such problems must be considered, but if handled skillfully, can build up credibility and sway over time.
I have learned that personal relationships must be managed and yes, exploited to maximise mutual benefit, one may want answers, while another desires 'copy'. It must be understod that journalists are often the sole gatekeepers that have it in their power to mediate access to broader audiences. One must understand the pressures under which they work and offer a fair swap that meets the needs of both, personally and professionally.