As PR students, we have come to realise the importance of developing and maintaining media relationships. Media relations are a two-way process; media need sources and sources need media. Media relations practitioners spend a lot of time trying to get the media interested in their client's events but as the PR client presentation revealed, it was not as easy a task to be said than done.
Building a relationship with the media requires relevant in interesting information and the supplication of such material. It is also crucial that the right media is chosen to suit the direction the plans or campaigns that has been chosen for your client. For example, selecting the print industry for trade magazines would be a good choice as they will be able to go into the nitty-gritty specifics of things whereas for events for a targeted group; such as events for Breast Cancer Awareness would be better place in woman's' magazines.
Another important factor is putting yourself in someone else's shoes and looking at what you plan on doing with a different point of view. News stories depend on angles taken, the assimilation of news processing, construction and eventually the dissemination of the news. In the case of PCS, they tend to shy away from the media in general. However, perhaps it is a different method that will safely reach out to incorporate the media, yet, protect the identities and keeping their confidentiality intact. We proposed an event that will draw the attention of the media- 'Umbrellas in the Sun' and 'Power of Choice'.
News is a highly valued commodity and more so because it helps provide a marker for society to base itself against. It is with this marker than PCS is ranked against and unlike its competitors such as BABES, PCS is not as well-known and approached. As a third party, we have a different approach and a clear slate to look into matters concerning PCS.
We at Silhouette PR Agency want the best for our client and have realised that the media is a crucial part of creating awareness. Thus, we will reach out to the media in a way that will not compromise the core factor PCS holds dear- confidentiality.
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Yes I do agree that Silhouette PR agency will not provide news stories for the media which will breach our contract with our clients, that is confidentiality. Maybe one way we could handle that would be through compromise with the media, as you mentioned Jay. We could provide them with heart-breaking stories but presenting the girls anonymously. They could appear on tv in pitch black. I think that will work.
ReplyDeleteThat's also why we chose Seventeen as our magazine friend, we're pretty sure that our stories will be relevant to their target public, and put the magazine in a good light as well, win-win situation.
ReplyDeleteNews media is a little bit more trickier, because I'm sure they get sooooo many similar press releases so we HAVE to capture their attention, which is through those events you mentioned!
yup, i agree with all of you that our flashmob tactic is feasible as it does not breach the confidentiality of PCS's clients; it only bring light to PCS.However, we might need to think of other ways of getting the attention of the media, especially the news outlets as people perceive news as important, after the events. We can do so by finding a "niche" for PCS over its competitors.For example, they can be the leading external organisation for the revised sex education(upon MOE's green light for the revival of sex education after the AWARE saga).If that were to happen, it is very likely that PCS will be approached for and featured in any future news regarding teen sex, teen pregnancies and sex education.Hence, PCS and its services will continue being known and the communication objective of increasing awareness is met,even after our proposed 12-month campaign.
ReplyDeleteI'm not very sure about the idea of presenting the girls in darkness because our Halloween Masquerade flash mob has the intention to unmask these girls. It might conflict with the intended messages and confuse the public!
ReplyDeleteNevertheless, I do think that it is a good idea and it might be a possible way to hook up with the media positively (: Having said that, there's this unwed mother that was interviewed on RazorTV. She could be the ideal person to be featured in Seventeen.
And yes, I think it is important to continue the 'publicity' after the event as mentioned by Dianah. It might be possible for PCS to aim to be the leading external organisation for the revised sex education. It would aid greatly in publicity & awareness!
I absolutely agree with what Dianah said about PCS being the leading external organisation for the revised sex education. This will really show the public that they truly care about keeping teenagers aware.
ReplyDeleteOur flash-mobs are an attraction to the media because they are a novelty in Singapore. Many of us have seen clips on Youtube about the presence of flash mobs in other countries. Bringing that here will definitely be recognizable for the public and also excite them where there are Singaporeans that are not 'too shy to do things like this'.
That is a possible news angle there already, PCS being the leading external organisation for the revised sex education.
ReplyDeleteUltimately media relations is all about getting media coverage and giving the journalist an angle of an idea to give them something they would want to write about.
But you never know really,what you find to be a news angle might not appeal to the journalist at all.