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Media Relations Is Just Public Relations Essay

  • Submitted by: suansuan
  • on December 6, 2011
  • Category: Social Issues
  • Length: 1,663 words

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Below is an essay on "Media Relations Is Just Public Relations" from Anti Essays, your source for research papers, essays, and term paper examples.

When people talking about public relations, they often think public relations is working with media, so media relations and public relations can be interchanged, however, this opinion is incorrect. Media is an important part when people doing PR activities, so media relations can be seen as an aspect of public relations, they are not equal concepts. Identifying the differences and relations between these two concepts is the first step to understanding the definition and goal of public relations. This assignment will talk about this issue in four aspects; they are definition, communication models, stakeholders and corporate reputation.

According to the CIPR dentition of public relations, PR is “About reputation – the result of what you do, what you say and what others say about you.” “It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics” (Tench and Yeomans 2009:7). This definition is also acknowledged by PR books and practitioner. From this definition, get understanding and support of publics is the vital target of public relations. That is to say, the main task of public relations is shape a good image of an organization. The figure below(Johnston 2007:3) gives content of public relations.

As an important part of public relations, media relations takes responsbility for communication and cooperation with mass media. Johnston (2007:4) defined media relations as “the ongoing facilitation and coordination of communication and relationships between an indivisual, group or organization and news media.” He also notes the main works of media relations are “writing and distributing media releases, arranging and holding media conferences and keeping up-to-date media lists are all crucial parts of the role” (2007:2) . That means the main partners of media relations are journalists from independent media such as TV, newspaper and magazines. PR practitioner need to establish long and...

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