Public Relations Prospects: Media Outreach Part 1

By Erica Wenham, Wednesday 28 November 2012.

Public Relations Practice & Skillset (Week 10)

The result of successful media outreach is speed and proliferation as well as;

·         NOT: just more or different opportunities

·         BUT: far more active time required online

·         AND: far more contacts to manage

·         AND: far faster decision-making/activity in news journalism

Plus, extensive collaboration via social media

1.      Collaborative social media:

·         Updates continuously

·         Operates outside conventional bounds of time and space.

2.      Structuration theory explains by:

·         Focusing on interaction of reflexive actors

·         Creating/re-creating social systems

3.      This ‘ontology’ explains group/public:

·         Motivation

·         Communication nature and

·         (Re)production/transformation

MACRO VS. MICRO

HONESTY VS. RELIABILITY

Media Planning & Engagement

Contemporary Media Outreach:

·         Micro-targeting (no more mass mailings)

·         Emphasis on relationships

·         Individual briefings and exclusives favoured

·         Talk up issues, ideas and trends (‘broader than product’ agenda)

·         Skilled in all media types

·         Willing to discuss good and bad news (better address than suppress)

·         Aware of all stakeholders and publics