A new era in relations between journalists and PR professionals - Media Marketing
Having started my career in journalism, I know all too well the love-hate relationship PR professionals and journalists have with one another. The historical love-hate relationship between journalists and PR professionals has taken a distinct turn toward the latter in recent years and. The relationship between PR people and the media might best be described by a status that Facebook cemented into the popular lexicon: “It's.
Not by a long shot. How PR and journalism differ It takes a lot more than contacts to be a successful communicator. For beleaguered journalists looking to start a career in public relations, here are five business-focused tips to keep in mind: The reader is no longer your primary target.
Understand the short- and long-term business implications of your work.What is Public Relations?
If you work at a PR agency, you will be making hundreds of decisions a day on behalf of clients. Like journalism, our profession is based on stringent ethical standards. We expect every professional to uphold those standards.
A new era in relations between journalists and PR professionals
Focus on outcomes, not outputs. Most PR professionals are judged on the business value of their work. Communication experts believe that the difference in attitudes is greater than it actually is.
This should be somewhat worrying for PR experts, because one of their important roles in organizations is to monitor and properly assess the key public views toward the organization or issues important for the organization.
Unlike the PR experts, journalists predicted quite accurately the views of the other side.
The only thing they miscalculated was the mark that PR experts gave to their own profession. Here they significantly overestimated.
Congruence — comparison of attitudes of journalists and their predictions regarding attitudes of PR experts. Along with the online survey, the research involved individual interviews with 10 journalists, who have years of experience working in the media, on the subject of their views of the situation in public relations and journalism.
The interviews showed that journalists see PR primarily as media relations and that they have very little awareness of other areas PR experts deal with, or should deal with. As a major criticism of the work of PR experts, they highlighted lack of understanding of the media, lack of knowledge of the media industry, and ignorance of the profile of certain media, columns and journalists, as well as their lack of creativity and proactivity.
Another problematic issue according to these journalists is the low position of PR experts in the organizations for which they work, and therefore not a fast enough or reliable enough source of information for journalists.
In public relations, the co-orientation model was used to explore different types of relationships, such as within an organization, between people and between the professions of public relations and journalism.
The model includes three key variables that describe how distant or close the views of the two professions are. Congruence is the degree of belief of each of the sides that the position or thinking of the other side is similar to their own. Accuracy indicates the extent to which the estimates of one side correspond to the actual positions of the other side, and agreement shows the extent to which the two sides actually share similar attitudes or agree on estimates regarding a common theme.
To determine the degree of agreement, it is first necessary to measure the difference in the thinking of both sides. However, Carbo said for front-page coverage, journalists want significant, newsworthy information. It may be necessary to use this method at times, but creating some type of relationship will help in getting your work noticed.
Building Relationships: Journalists and PR Professionals - Platform Magazine
Armon Drysdale, public relations consultant, said developing a regular relationship with at least one journalist at each major media outlet in your geographical area of practice is an excellent way to gain consistent coverage. He also said that younger journalists are great contacts to have, because they are willing to put their best effort into writing a story you pitch to them.
It is also beneficial to have relationships with seasoned journalists because of their extensive network.
They are constantly looking for leads to pass on to their producers. If you pitch something they can use, it reflects your interest in their work, and hopefully they will publish your story. Promoting their work can also help the relationship.