Threading along the lines of journalism and public relations.

Dear journal, I have learnt much from this week's readings: Media Relations. This is with no doubt the easiest readings so far, where the text displays straightforward linkages between media and PR. As mentioned in Chapter 1, publicity is an integral part of PR and by using media as a medium in transmitting information, 'free advertising' is actually being gained.
With that in mind, I seek understanding in this chapter as I have done faithfully for the past 2 weeks.
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One crucial point that I ought to mention, is the thin line between the roles of a journalist and PR officer. I was surprised with how much these two jobs overlap and how they have to complement each other. It was an amusing fact to realise that a PR officer often has to get into the good books of journalists, such that they will write 'free publicity' when help is needed. This could be just in the form of knowing the names of journalists working in a newsroom, as suggested in the chapter.

Another way would have to be the need for PR officers to supply journalists with the adequate and useful information needed for a news story. One of the best-known tool is the media release. This aroused my attention as we had learnt how to type media releases from the previous trimester, in a journalism class. From all this, it can further the view on how overlapping the job scopes of a journalist and PR officer are. With a clear idea of 8 news values, six basic news questions and the inverted pyramid writing style, it is no wonder journalists can make good PR practitioners.

This is also the first time that I am exposed to the idea of a 'media monitoring company'. Prior to this, I never knew about the existence of such companies nor their importance to an organisation. Without the hard work of such individuals, the job of a PR officer would have been tougher as one has to monitor current affairs 24/7. In my opinion, a daily 'clippings file' is essential in maintaining an organisation, such that it will be ever-ready to face challenges and tacky issues raised by the general public.
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The next point to discuss would have to be the SARS article that was elaborated in tutorial last week. From the SARS article, I understood the importance of PR practitioners in times of crisis and the urgent need for action. They have to be on red alert, and be clear-headed to constantly remember what is their goal, objectives and strategy in overcoming everything. When SARS struck Singapore in 2003, I was merely a 14 year old who knew practically nothing about what was going on. I always thought that it was the government that settled everybody down, and had no inkling that there was actually a PR department slogging their guts out. PR officers are just like the men behind the scenes; putting in the most effort but often unrecognised and insignificant.

After reading the article, I was in awe of these amazing people and how noble they were. Unlike the healthcare workers who received attention and spotlight after the entire saga, their role as the important strategists were forgotten. The article also revealed the strength of Singapore's PR officers and their strong bond with the government where things were be able to proceed smoothly without any hinder. It made me feel proud, being a Singaporean and studying this prestigious subject.
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Upon hindsight, it is evident that PR practitioners can never work alone. Being communication people, it is their job to maintain good relations between the newsroom, general public, media and higher authorities. If they are able to do their job in maintaining relationships well, their careers will be a smooth breeze where utmost support and backups are being supplied. From this week's readings, it has highlighted the importance of relations between a PR officer and media. I guess it's time to start building up more relationships with my fellow classmates, who will be journalists or PR officers in the future!


Love, Erika