英语论文网

reporters are going to ask”(Keller Martin, 2010[3])

In fact, Keller explains that both the public relations officer and the journalist need to have two things in common; they both have to know what a good story is and how to communicate it successfully.

Whilst media relations are, as previously explained, the relationships that a person develops with the people in the media - such as journalists, editors etc - public relations deals with the publics beyond the media. Through good media relations you get placement in the mass media of your company's messages without having to pay for it by advertising. This free coverage is at times called publicity.

So apart from being free, what are the advantages of media coverage? Whilst paid advertising can increase the company's name recognition, media coverage can increase credibility. In fact, as Washington based agency Woo Public Relations and Communications' web site shows, the public tends to disbelieve paid advertising; hence it is better getting your company's name in the news coverage. Also it is more likely that messages delivered by the mass media be more credible that messages delivered by the company itself since the media is considered, or should be, more of a neutral body. People reading a feature about your company in the newspaper or see a positive feature about it on television, tend to have a positive reaction about it. And finally, placing the company's name on the news can help to stress the importance of the news item.

However managing to get free media coverage is not an easy task. It would be practically impossible for editors and journalists to cover each and every news item that goes on. These people decide what news and events will be shown in their newspaper or magazine etc. One must cultivate and apply strategies that will increase the probability that the stories will be selected by the journalist or editor. One has to make issues as striking as possible since there is much competition out there.

So how does one catch the media's attention? According to PR expert John P. David (with more than 18 years experience in public relations industry, currently working for David and Garcia PR, serving Florida based clients)[4], all you need to do is “say something meaningful, true and authentic”. He explains that although this sounds very simple, it is rarely found, and media persons work very hard to find those who are ready to give the truth about important issues. David suggests three ways on how to build and keep a good relationship with journalists. He first says that you have to speak out the truth about your organization to be on a good starting point, he adds that,

“Sources need to have clear message points and be prepared when speaking with the media, but real opinions and verifiable facts will trump the spin every time.”(John P. David)

He continues to say that one does not have to be afraid, be convinced of what he says and speak about topics with authority. Strong words will not damage as many might think, but on the contrary they will stand out. David finally suggests using “trend spotting” or “scoop spotting”. He states how,

“Journalists love to identify the next big trend. Want a journalist to remember you, help them out by letting them know which way your industry is turning/heading. Further, if you can offer up a real nugget of unrep本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。