Post #12: Reading Response on Chapter Eleven (Chia and Synott, 2009).

Chapter Eleven: Engaging with the media

Chapter Eleven deals primarily with media relations. In this chapter, the various types of traditional media that we can use are mentioned, followed by a short description of news values and framing, something we have already touched upon in our journalism modules. Theoretical and ethical practice of media relations come next, together with a tutorial on writing media releases and assembling media kits. This chapter also provides advice on news conferences and media interviews, as well as how to evaluate traditional media campaigns.

With that, I would like to dive in straight into some of the tips this chapter provides on how to succeed in building relationsips with journalists (in the words of the textbook, "under-promising and over-delivering"). I think building PERSONAL relationships is a given, what with face-to-face contacts, networking, following their careers, and providing them quality material (Chia & Synnott, 2009). This is probably the basic tip that we all PR practitioners should keep in mind.

Considering the above, I posed this question to the CEO of PSB Academy (Dr. Steve Lai) during a lunch session with him. I wondered about the state of the Academy's media relations, because apart from paid advertisements/advertorials about PSB that I see in the papers, I don't see any other coverage of the school in any of the major print and broadcast media. For example, when asked to comment on, say, unscrupulous private education institutions, the media tends to go to the chief executive of  SIM, or other institutes, for comment.

It is thus in my contention that their appearance, however small, in this regard does help to build a subconscious effect of their presence in the public mind. An example of what I see as credibility-building can be found in this article (requires subscription) (The Straits Times, 2011). In this regard I believe PSB Academy is lacking, because when giving expert commentary on issues faced by others, that which is verified by the journalist, the credibility of the institution increases.

Dr Lai responded that they do have good contacts with Sandra Davie, who's the Education Correspondent over at The Straits Times. But he firmly believes in appearing in the news only when the coverage is worth it. I overlooked that to a certain extent, and now, reviewing this chapter, I see that this is exactly the point raised in Chia & Synnott (2009)'s text about "Knowing what is news and what is not". A media release with newsworthy comment (according to the news values we have learnt) is better for visibility, he said. For example, a media release informing the journalist of the availability of scholarships for students who are financially needy, yet determined to succeed, would be an impactful news article that would likely find its way to the papers, and boost the Academy's visibility.

I think in this regard, the communication flow works both ways. While we can possibly generate good news releases for the media attention, I believe that if we are on good terms with the media (who often tend to write stories contradictory to the intended angle - this was what a UoN alumni, now a journalist, told me) (Kok, personal communication, 2011), they are then more likely to see us as good source of information from which quotes can be attributed to. As long as it puts us in a good light, our visibility is increased and ultimately, there would be a gain for PR.

With that, I end my reflection for this week.