Week 8 Readings

'Writing a Media Release ' in The new Australian and New Zealand public relations manual.

'Trends in online media relations: web-based corporate press rooms in leading international companies. By Gozalez-Herrero, A and Ruiz de Valbuena, M

'To contact...or not? Investigating journalists' assessments of public relations subsidies and contact preferences.' By Sallot, M and Johnson, A

I believe the key messages from this week's readings were..
Obviously the key messages from the 'public relations manual' were with regard to the best way to write a media or press release. The emphasis of this chapter is to how to best compose a media release to the requirements of the media, as this will increase the possibility of the release being printed, as is. Therefore the release needs to be 'newsworthy, well written, appropriately targeted and professionally presented'. It also illustrated the basic key elements of presentation for a media release- eg. headline, date, contact details etc

The key message in 'Trends in online media relations' is framing theory. Meaning that if a practitioner knows how to frame a story in a way that suits the the media outlet, it is more likely to run your organisation's story. The studies also show the negative stereotypes that public relations officers can encounter from journalists.

'To contact.. or not? Investigating journalists assessments of public relations subsidies and contact preferences' main message was that although the Internet is a excellent source for communication, and how the web resources need to be accessed easily.

The key points in the readings could be applied to my group's work..
The readings on writing media releases can be used for my group assignment, as the hints for writing successful and professional media releases can be applied to any form of writing, and the assignment will only be improved through professional writing.

The readings made me think more about public relations practise...
The 'Trends in online media relations: web-based corporate press rooms in leading international companies' reading made me realise that their can be negative relationships or stereotypes between journalists and public relations officers. Therefore it is more to cultivate good professional relationships with journalist, to achieve a mutually beneficial relationship.

The readings related to the other reading I've done in previous weeks...
The 'To contact...or not?' reading related to previous readings on utilising the Internet as a resource, and how important it is not only to be able to use the Internet, but to get the most out of it.