V. After-reading tasks
Answer the following questions.
1. Why is it necessary to inform the public in a positive, consistent and credible manner?
Because if we don’t inform the public, the public will be informed chaotically.
2. How does a sound professional relationship with journalists contribute to mobilizing public opinion for an organization?
Through personal connection with journalists and cooperative work on a topic.
3. What do public relations firms and agencies do to maximize positive coverage in the mass media?
They improve relationship with media.
4. Why can developing and maintaining strong healthy media relations and positive media coverage be a real challenge? Why does media relations inspire fear and trepidation in public relations professionals?
Because each journalist has its own favourite methods in work. Fear and trepidation are inspired by the importance of media relations.
5. What essential tips can help you to build sound relationships with journalists?
1. Have a Good Story Ready to Go.
2. Know Your Audience.
3. It's All About Relationships.
4. Create the Unexpected.
5. Pitching is Fun.
6. Be Creative.
7. Good Writing Counts.
8. Have a Strategy.
6. Why is a compelling story so important?
Because you have to be ready to answer questions on it and know it in details.
7. How do public relations professionals manage to build trust and spur media interest?
Public relations firms and agencies should look for out-of-the ordinary partnerships.
8. How does innovative thinking help to position a product?
It produces stronger result.
9. What features of a journalistic approach should you adopt to improve storytelling?
The most important information is in the lead and the rest of the story flows from there. Despite recent e-word mania, it's time to eliminate jargon and buzz words. Say what you want, but say it simply and plainly.
10. Why is success with media relations considered to be a sure way to show that you are at the top?
Because the power of the media is unquestionable.
VI. Speaking
Prepare a monologue on the following topic: “Developing effective relations with media outlets is vital for PR professionals”.