Engaging with the media

This chapter write into a long paragraph of the importance of media relations and how is it influence the general public. Furthermore, it also clearly explained the importance of news values or framing and how is it considered by media gatekeepers. Meanwhile, it also mentions about the tasks of public relations practitioners is to build a good relationship with all the media outlets to looking for opportunities to publish newsworthy stories about your organisation.

Media nowadays has been an opportunity or a stage for organisers to quickly reach their goals or touch their target audiences by making advertments on televisions or newspapers, and writing media release to newspapers or magazines with great photographs to illustrate stories in an imaginative way to portray subjects. However, a good writing skill is very curcial in being a good public relations practitioner. Try to keep the release clear with no grammar mistakes and using the pyrimid writing style to attract people's attention.

Meanwhile, media is also looked by people directly on what is important and what they should pay attention to. This means they actively make their own choices to suit their own needs, thus this leads great challenge for the media to choose the source of information from public relations practitioners. Gatekeepers are the editor, or the chiefs of staff who select the news values and framing from all stories that provided by journalists. The gatekeepers will make a decision on whether to accept or reject the stories by some criteria such as how interesting it is to the readers, is it fit s in the editorial policy, is it really true or is the news is up to date etc.

Therefore, mass media is very important because of their reach, their believability and their timeliness.It is important for public relations practitioners to promote their products to quickly reach their target audiences, and the public audiences can also choose which they believe and pay attention to as well throughout the media.