After reading the given chapters and articles, i think the key points of week 7's readings are the importance for practioners to infuse interpersonal efficiency with written articulation to achieve optimum collaboration with journalists. Practioners need the proficiency in both handling actual contact with journalists and constructing their subsidies if they hope to get their stories out through the media.
Although a practitioner's job criteria did not initially involve the need for proper journalism training, they must realise that journalists themselves already have a hard time choosing stories and writing them. They definitely do not need to be burdened with amateur journalism.
The readings made me think more about public relations theory and practice in that practitioners and journalists are not two separate parties. They have come to notably depend on each other despite the dissatisfaction resulting from differences in approaches and purposes.
There is really no complete solution to perfecting practitioner-journalist relations, only improvement. Practitioners just have to keep in mind that in order to make a successful media pitch, they have to take into consideration each and every journalists individual preferences. It does not make sense for a practitioner to be wholeheartedly unbiased when it comes to their represented company. So it is inevitable that not all journalists will be agreeable with certain pitches.
As commonly said, you really can't please everybody.
1 comment:
I do like that you gave a personal interpretation of what irks journalists so much about PR practitioners.
Yes, as what we've learned in Journalism class that life in a newsroom is about rushing deadlines and no doubt, journalists will get peeved by a practitioner's poor quality of writing and other shortcomings.
Thus, the study is useful in getting PR practitioners to understand their flaws and how they should improve on it.
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