In Richard Stanton's
Media Relations, he unpacks media relations to simply be, "the relationships with and between media relations practitioners, and clients". However, Stanton also delves into the importance of strategy and differentiates objectives and actions.
Personally, I share the same opinion that media and public relations ought to play a significant role in framing not just important global issues but also local issues that are relevant to us. Furthermore, media relations is not only about building relationships, it is also about communication and communicating well with clients.
Where campaigns, strategies, tactics, objectives and actions are concerned, all of these aforementioned elements are critical to aiding PR practitioners in effectively using media relations to communicate to the target audience.
My stance on strategy is explained in the following analogy: Strategy is like a spider web. It comprises of and is many tactics weaved together to form a beautiful piece of 'art', of which either leads to the success or failure for their client's organisation. Hence, the strategies selected to execute a campaign can either make or break the 'spider web'.
I agree completely, that any media relational relationship should be dialogical, building trust and reputation between a client and stakeholder. However, should integrity and trust be broken, do efforts come to a halt causing both client and PR practitioner to bear the consequences? It is understood that the consequence differs according to circumstance, but not every relationship is pure and easily appeased based on mutual terms.
Knowing and understanding the client's requirements and executing campaigns or movements according to those requirements is of great importance. Ultimately, even if success is at hand but the campaign did not meet the standard of the client, it would still end up as a partial failure. Thus, in media relations, a PR practitioner not only has to understand the medium used, but also the criteria and expectations of the client.
In my opinion, where objectives meet actions (tactics) in media relations, actions are of more importance. Why so? Simply because without action, there cannot be objectives. As Stanton stated, "Objectives rely on tactics to reach a goal." These goals act as driving forces and motivation towards making the overall strategy a success for the client.
At the end of the day, clients pay not for success, but for innovation, creativity, flexibility, effectiveness and most of all, potential. Proving to a client that it is possible to accomplish such a feat truly shows the mark of an effective and skilled PR practitioner.
Yeo Ying Wei Natalie
C3085607