Week 4 Reading

Public Relations: theory and practise, 'Media Relations' by Jane Johnston and Clara Zawawi

'Two Theories of Media Relations', By R. Stanton

'The Epistemic struggle for credibility: Rethinking media relations' By J. Motion and K. Weaver

I believe the Key Messages from this Week's readings were;
The key message of the the Johnston and Zawawi was to emphasis the dual relationship between PR and Journalism. Both of these industries support and provide each other with information. It also explained the importance of understanding how the media industry works, so you have the best opportunity to get your message to the target audience. The tools of a Media kit were explained which was helpful.

'Two Theories of Media Relations' emphasised the importance of the Media in reaching the stakeholders, and some of the theories relating to media relations.

The Motion and Weaver reading highlighted the fact that to promote an organisation's profile it will only successfully reach the stakeholders if the story includes some element of news or entertainment values.

The Key points in the readings could be applied to my group's work in that they;
The Motion and Weaver provided a case study of 'Greenpeace' which provided helpful inside for our my group assignment, as to how to get an organisation into the public sphere with the message you want to get to your audience.

The Readings made me think more about the Public Relations theory/practise;
The Johnston and Zawawi reading showed how a working relationship between PR and Journalism can be successful and how it is important to have an understanding of the tools of Media relations and knowledge of the hierarchy of Journalism.

The readings related to the other readings I've done in previous weeks;
I feel this week's readings led on from the previous weeks, in that Strategy, Research and Media Relations are all vital skills are PR practitioner must learn to be successful in the industry.