Lesson 7 To contact...or not?

I was quite surprised of the results after I have read about the journal article on how journalists think about public relations practitioner. In chapter 6, media relations, it mentioned public relations practitioner and journalist depends on each other in order to create the superlative outcome. Although they have mutual relationship,bu tthey have different perceptions, which eventually create conflicts and disagreement between each other.

I think the key points to remember from this week reading was journalist and PR practitioner should compromise with each other to produce an effective and influential news angle.

For PR practitioner, their main purpose is always to promote their organization &product and gain goodwill & reputation from the public. So it is inevitable for them to boast themselves and provide promotional information to the journalist.

However, journalist complained that PR practitioners are lack of professionalism. For instance, they provide the sources which are lack of news angle, unethical, have poor quality of writing and etc. They also felt those PR practitioners are not trustable as they always give inaccurate information. Journalist thinks that PR practitioner should always put inclusion of a local angle at the top of their checklists of basic requirement for effective news release.

The readings made me think more about public relations practitioners and journalist can’t avoid the quandary by dissatisfied each other. They should have a proper and suitable solution in order to work out the best results that beneficial to both of the professions.