Week 9 – The Media Agenda

This week filled some fundamental knowledge gaps for me. I understand the value of media coverage, and the media release process, but what ends up on the cutting room floor and what ends up in the media has always seemed abstract and subjective. Since the  tutorial exercise of identifying newsworthy values in stories, I feel as though the gap is filled. In particular, the concept of proximity was really interesting. It makes sense that readers care about issues that are geographically close, but when looking at global issues in the news, it seemed to me that there was also social/cultural proximity. Issues that have geographic distance can still have proximity if they have strong cultural or social relevance.   I hadn’t thought so explicitly about the timeliness of it either. It’s obvious now, that things that don’t make the news one day, may well make the news another day, depending on other events or coverage. It’s clear that media awareness is going to be really important. The examples discussed this week have shown me that its not just about hoping that a journalist or editor finds your work interesting enough to cover, but that being aware of what is newsworthy at a particular moment enables you to optimise the way that you communicate about your work to maximise publicity and coverage. It’s also about being aware and opportunistic. The analogy of surfing comes to mind. Watch the waves, ready with your board. Sometimes you have to bide your time, or change position/strategy, but then you pick your chance, and paddle like mad.


2 thoughts on “Week 9 – The Media Agenda

  1. Hey Lisa!
    This blog entry is really well written and I think you approached it from a really interesting angle. I also thought that the tutorial was pretty interesting, but it didn’t personally give me the same revelations, so thank you for sharing them. I also think it’s interesting how widespread the message can go with the use of media, which you seem to have covered under the proximity context. I think it’s good that as a PR person, that it’s not always just a waiting game, but that if you are able to communicate well enough, and answer the “W” (and H) questions, then there should be enough relevant information for the media to use. It’s definitely makes me want to be an effective communicator, (even though I will preferably be working in a psychology setting rather than PR). Effective communication, and being able to answer those questions is going to be useful in any professional situation. 🙂

  2. I like the surfing analogy. I think that fits very well. It is about picking the moment and the approach and then acting quickly to have the greatest effect. So preparedness and alertness are key. Yeah. Makes sense to me.

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