WEEK 4

WEEK 4 READINGS: 12 / 03/2007

I believe the key messages from this week’s readings were that dealing with the media is a crucial role that must be undertaken by a PR practitioner and how it plays a key role in various aspects of the public relations industry for example publicity. The readings highlighted the reliance of the media on the public relations industry as well as the need for media by the public relations industry. The readings made clear how the media can be used by organisations in the reporting of activities, raising public awareness, influencing public opinion and gaining support for interests or causes. Another key message explored was the need for news to be aligned with media values and newsworthiness and the difficulties encountered by non for profit organizations in receiving positive news.


The key points in the reading can be applied to my group work as it helped give me ideas on how to use the media to enhance the position of an organization. My group can also take on board the choice of media type to suit the target audience of our organisation for example our groups organization is the wine, we may choose a wine lifestyle magazine to reach our audience. The ability to work to deadlines was also discussed; my group will need to take this on board as we will be working to meet deadlines, such as the due date of our PR plan.

The readings made me think more about public relations theory/practice as it highlighted the type of media work that public relations practitioners take on. For example media releases written in the inverted pyramid style and the organization of press conferences.

The readings related to the other reading I’ve done in previous weeks as they further explained the role of the public relations practitioner in the workforce. They made clear the key roles and activities that PR practitioners undertake.