How to engage with the Media is not easy especially finish reading this chapter of Engaging With The Media. There are a lot of things that we must consider and think of while doing the duty of a real PR practitioner.
From what I have read, there are three main players in Media relations, the media, the client or organization seeking publicity exposure, and the public relations practitioner. Being a PR practitioner needs a lot of skills to balance whatever bad is going on. That is to say, PR people must do their work carefully, under-promising and over-delivering can lead them to the road of success.
Detailed duties of a PR person are celebrating anniversaries, writing a really good media release, setting up news conferences, building relationships with journalists and editors and so on.
Since I have mentioned about building relationships with journalists and editors, which means that we need to get along with the gatekeepers who are acting a very important role in Media Relations, normally speaking, the editors, director of news, or chiefs can be regarded as the gatekeepers of the Media.
What these gatekeepers usually do is to consider whether the news is interesting or availably under policy restrictions.
As the same, a PR practitioner is a middle person who needs to understand and be familiar with the inner function of one organization as well as the situation of the current society. So that, they could handle any issues which generated from one particular organization which hired them.
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