Week 7

This weeks readings from Public Relations: Theory and Practice focussed on media relations. The synonymous use of publicity and media relations is mentioned, but I believe, as the chapter goes on to explain also, that the two are different, and that media relations encompasses much more than using the media as a promotional tool.I think that the key points from these readings were:-The media, and specifically the Australian media, have a structure and hierarchy that needs to be understood by public relations practitioners in order to have successful communication with the mediaWhile PR practitioners provide vital sources for media outlets (especially smaller ones), the relationship is not one-way.Pr practitioners need to understand the way news is written, what constitutes news, and how the newsroom operates – they need to understand the mind of the journalistSelecting the method of communication and the publication you will send information to is important in order to reach the journalists and therefore the right audienceThe readings made me think more about public relations theory/practice in that:- while PR and the media are often have conflicting goals, it is important for both parties to respect each others roles