Readings: Week Four

The readings this week were helpful in developing my knowledge of practical skills in PR. Knowing the theory is great, but knowing how to effectively put it into practice is even better.

The key messages from the readings dealt with how PR practitioners can build relationships with the media, and as such, establish credibility and successfully execute PR methods.
The Johnston and Zawawi reading was one I had read last year, but going into the group assignment, I felt it has refreshed my knowledge of the way the media tick. This will be extremely useful, because when we look at how we can best promote Smartypantz Kids and how to get their best image into the public sphere, it will be great to know how what the media are looking for and how we can tap into those values the media want.

This was followed up in the reading by Richard Stanton, where the main issue of framing was discussed. Apart from actually discovering what framing was, I realised how imperative it is for PR practitioner - it parallels the way journalists look at stories. If something is not relevant, journalists won't even look at it. Knowing how you can tap into what a journalist wants is such an important aspect in successful PR.

The readings reminded me of things I had learnt in journalism, but from the opposite perspective. You get to see how being a successful PR practitioner can make the media's life a lot easier, and when the media is the main way of getting your message heard, this relationship and understanding is vital. I feel like I am so much more prepared for actually putting PR methods into practice and starting to network and develop my own skills.

Allyson.