PR Professional interactions with media-#5

How? It falls on public relations professionals to orchestrate the relationship between their organizations and the media, whether print, electronic, or Internet-based. To be sure, the media cant ordinarily be manipulated ( and they hate it if your try!) They can however, be engaged i an honest and interactive way to convey the organizators point of view in a manner that may merit being reported (Seitel 2004).

Public relations specialists were some of the first people to embrace the power of social media, and as a result they are often the ones leading the way in the social space, whether they are consulting with clients from an agency point of view or strategizing on an in-house PR team.

In the past decade, the Internet has had a huge impact on how PR professionals function. As of late, social media is changing the face of PR, as well. We interviewed 14 PR pros on the future of public relations and how they see social media changing the industry. We collected their thoughts on how social media will affect the future of the press release, the evolution of social platforms, current limitations and solutions for those impediments, connecting with other PR pros, cost savings, and building relationships.

Alot of affect on a PR can come through many channels of the media. The effect is vital . PR should be


2. Know your lines.


4.Speak in personal terms.

5.Welcome the naive comment

6.Answer the question briefly and directly.

7.Dont bluff

8.State facts and back up generalities

9.There is no such thing as “off the record.”

10.Don’t say, “No comment.”


(Seitel 2004).

Just like any other job, PR need to be prepared for response and results for good or negative situations. PR have learned that the public will draw a conclusion very fast and the media is ready to harp on the story. PR mean that you must relate publicly in forums to hold on to the intergrity and reputation of yourself and company. Working with the media is evitable. PR must work towards the companys goal and that is the be successfully internally and externally when questions/comments arise.

According to a study released today by Eric Schwartzman’s iPressroom, in collaboration with TrendStream, Korn/Ferry International and PRSA, that belief is a general reality. The report, titled, “2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills,” shows that public relations owns the responsibility for web strategy relative to blogging, podcasting or RSS; social search; social networking;microblogging and, to a lesser extent, web content management. PR prevails in comparison to marketing, IT, HR and Executive Management.

The industry has changed. Now more than ever it is imperative to know we are digital. We are connected. We are charged with managing technology, interconnectivity among organizations and individuals, Sure, we need to understand media relations, crisis communications, event management and all the other sub-topics of PR. But all of them have taken on different environs in today’s world.

Public relations professionals need to make sure we’re teaching what is necessary for younger PR folks to succeed in today’s professional landscape, not wander about it confused and wondering why no one picks up our stories.


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