Blog 3: “Dealing with the Media

To be successful in the public relations world, it is necessary to be able to “deal” with the media. Most of the journalism we deal with in PR (and this should come as no surprise) is intended for the public. The ability to spread messages is reliant on the media. Whether these messages are spread through print, broadcast or digital media PR writers are subject to criticism and backlash, but also informative data. What we, as writers and the voice of our employers, are expected to do is appropriately respond to the feedback or “deal” with the media.

The beauty of the media is that it provides the ability to extract research from large audiences. This potential allows us to integrate well with our journalism counterparts. Because public relations in part deals with the messages received through different media, we are able to provide story opportunities or insight on topics to journalists. Interpreting the media and identifying relations between public feedback can be useful for other communication paths.

Many people who work in public relations do so with the idea that the media negatively impacts the reputation of their client. The media remains a hurdle for organizations; it is up to PR teams to position a campaign to run well and be positively interpreted by the media. On the other hand, public relations teams are also called in for damage control if a campaign is interpreted negatively. This can also cause the media to become a crucial component in resurrecting a brand’s image.

The media will always be interconnected with public relations. As a PR professional, you work around the interpretation of the media and how to create better messages that positively benefit your client. Though the idea of “dealing” with the media has negative perceptions, I would challenge this notion. The media allows PR professionals to improve their work, generate messages, obtain research and connect with the public. For these reasons, the field of public relations should rely on the media as a useful tool.

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PRWritingBlogSSU22

PRWritingBlogSSU22

MCO351 PR writing prompt response blog