Essay question: What is media relations?
Critically analyse and discuss your understanding of media relations with a reflective essay.
Key criteria that MUST be referred to:
Demonstrate that you have understood the ways in which different media formats and types of media operate and how public relations practitioners can most effectively interact with media professionals and their ways of working.
Show that you have understood the way that news is created and what practical needs journalists have when creating a news story. In particular you should be able to explain the role played by the contemporary media environment and public relations practitioners in these changes.
Through your analysis of relevant theory demonstrate your understanding of the factors that can affect the way news is produced, what are the ‘gates’ to accessing the public in a contemporary news environment and how can PR practitioners maximize the likelihood to getting information past these ‘gates’?
Reading/theories that MUST be referred to:
Harcup, T. (2015) Journalism; Principles and Practice.3rded. London: Sage pp1-10
Lloyd, J. & Toogood, L. (2015) Journalism and PR; News media and public relations in the digital age. New York: I. B. Taurus
Bruns, A. (2005) Gatewatching: Collaborative online news production. New York: Peter Lang.
Singleton, A. (2014) The PR masterclass; how to develop a public relations strategy that works. Chichester: Wiley (Chapter 2)
Newman, N. (2009) The rise of social media and its impact on mainstream journalism. The Reuters Institute for the Study of Journalism
Your reflections should include a discussion of how theory and unit material are relevant to modern media relations.
Unit material to be used as examples:
https://www.creativemoment.co/megabus-keeps-long-distance-love-alive-with-heartwarming-campaign-executed-by-tin-man – the Megabus campaign
https://www.hintonmagazine.com/post/smeg-collaborates-with-coca-cola-to-produce-70s-inspired-limited-edition-unity-fridge – Smeg collaborates with Coca-Cola to produce ‘70s inspired limited edition Unity fridge
Adele’s new album: ’30’
Key ideas that MUST be discussed:
Gatekeeping theory
Agenda-setting theory (Manheim, JB & Albritton, RB (1984) Changing National Images: International Public Relations and Media Agenda Setting, The American Political Science Review Vol. 78, No. 3 (Sep., 1984), pp. 641- 657 (17 pages)
Reactive media relations: Crisis management strategy
Proactive Media relations: Insulate Britain – https://news.sky.com/topic/insulate-britain-9715
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