Welcome back to week 4
lesson, today we learned about Media Relations definition, Types of Tactics, News vs. Feature story, and some tips for new relationships.
While many people use the terms "public relations" and "media relations" interchangeably, the definition of media relations is somewhat more narrow. Media relations refers to the relationship that a company develops with journalists, while public relations extends that relationship beyond the media to the general public. Media relations are important, but it's also critical to keep in mind the end result, which is the message that's disseminated to the public and one surprise thing was only 12% of stories were generated by reporters.
For Tactics, it divided into 4 parts which are written, spoken, acted, and imagined. First, written divided into two again; uncontrolled and controlled. An uncontrolled are letter to editor, news, and letters etc and for a controlled, it has pamphlets etc. The difference between uncontrolled and controlled, controlled written can create by yourself. Second, is spoken which are face to face, speeches, interviews, word of mouth. Third, is Acted which are media conference, press conference and photos opportunity. Last one is imagined, are about pictures(computer generated, photographs, graffiti), videos, DVDs, and CDs, also have music-concerts and political.
And Tanya Wilson mentioned about Find article from newspapers or magazines about News and Feature story..and i think i need to get more information for these things to make me clear of assignment.
Moreover, also showed us some tips for new relationship because in public relations, making relationship is pretty important thing. There are always respond to media inquiries as soon as possible, Never promise anything you cannot deliver and last thing is always "over deliver"- go beyond what the media expects. FOR this week's lesson, we've got so much things to do and to remember.
I think this chapter is good to understand the fundamental importance of ethics to the study and application of pofessional public relations. Furthermore, have chance to be familiar with the main theoretical approaches to ethical reasoning. In this chapter, you could see specific definition of ethics;it said, it is about standards of behaviour, specifically, concern for 'good' behaviour and consideration of how our behaviour, as an individual or an organisation, affect the wellbeing of others or society as a whole.'Also, you could think about this question which is about is it easy to be ethical? Those who subscribe to te universal standards view ofethics sometimes argue that what is ethical is obvious and natural, and that choosing the mostethical behaviour should therefore just be 'as normal ad as unconscious as shaking hands'(Howard & Mathews 1988:96). On page 113, they showed 'The ethics pyramid', i guess you may find it helpful to follow the pyramid graphic that provides one possibletool for mnaging this process.
CHEERS...!!!!! TO BE CONTINUED.....