Week 4 Readings

Struggle for Credibility... Media Relations... Greenpeace

Effective media relations is the essential criteria for correctly communication with multiple stakeholders, promoting the organisations profile, and gaining credible publicity at minimal cost.

The primary motivation for any organisation seeking media attention is the desire to capture the attention of large and widely dispersed audiences.

I believe the main ideas behind this reading include the understanding of where and why media relations exists and how it has become such a pivital part of any Public Relations movement/campaign/etc.

The case study on Greenpeace discusses the predicament the organisations media and PR team face day-to-day in that attracting media attention through dramatic protests risks jeopardising its credible reputation.

I believe these ideas can assist my groups work in that they help us with an understanding of the problems individual organisations can face when dealing with the media... we must remember that, although they say 'there is no such thing as bad press', in Greenpeaces situation, careful precautions need to be taken to avoid any negetive views that could jeopardise there mission/aims/goals etc.

"gaining attention in the public media arena involves infusing story with either news or entertainment values and, thereby, making the story or idea attractive to media producers" (Hallahan)