Chapter 11 Reading Notes

July 7, 2010 at 9:28 am (PRCA 3330 Reading Notes)

          The eleventh chapter of our  Public Relations Writing & Media Techniques textbook is called Getting Along With Journalists. This chapter contains many ways in which public relations professionals can improve upon their professional relationship with journalists; after all the text explains that:

“One survey of 539 large companies by the Public Affairs Group (PAG) found that media relations was the number one job responsibility of their public relations staff. A survey by PR Week found that media relations was the number one activity performed by corporate public relations departments. Similar surveys have indicated that media relations is the primary activity of public relations firms.”

          Journalists turn to PR sources for recieving most of their information and PR professionals rely on the media for distribution of information; journalists and PR writers have a dependent relationship on eachother and they must remain professional and courteous to one another in order to keep this relationship going.

          There are ways in which PR professionals can get on journalists’ bad sides, the textbook explains that there are five complaints that they have about PR professionals come up the most:

  1. Lack of familiarity with editorial requirements.
  2. Poorly written materials.
  3. Too many unsolicited e-mails and phone calls.
  4. Lack of knowledge about their product or service.
  5. Repeated calls and follow-ups.

          PR professionals in turn have some problems with the ways in which journalists interact with them and do their work; the most common complaint is that journalists can sometimes be sloppy in their accuracy and often don’t take the time to do their homework.

          It is important for the spokespersons of organizations to carefully prepare for media interviews; media training is vital to produce a positive outcome. Retracting statements and setting the record straight should be dealt with among the PR professional and the reporter who originally wrote the story. This chapter provides excellent ways for a PR writer to maintain a good professional relationship with journalists.


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