My learning has built upon previous learning about media releases in that in intro to professional writing last semester we did a small section on media releases, but did not look at them as in-depth as what is discussed in the reading. For example, I had never known that the media release must finish with the word 'ends.' Also the general importance of the media release in public relations practice was again reinforced, as this is the primary tool used in communication with journalists and reporters. Also the use of email in distributing the media release was an interesting point, as until now I believed that fax was the main means used by PR practitioners, and was unaware of the pros and cons of this method.
The 'to contact... or not' reading provided an insight into the relationship between practitioners and journalists, and the need to forge and maintain a strong two-way communicative relationship. It also emphasised the need for strong writing and journalistic skills, so as not to become to 'biased' and 'self-serving.' Honesty is key in these relationships, as the journalist does not want to feel as though you are a salesman trying to pitch or sell something.
In summary the key points I learnt from this week's readings were that the media release is the key, fundamental tool of the PR practitioner, that sometimes email can be the most effective method of distribution, and that a strong relationship based on honesty and two way communication between PR practitioners and journalists is key to PR people.
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