Today we needed to read chapter one of the textbook Media relations issues and strategies by Jane Johnston, 2nd edition.
We also had the following ILT task.
Analyse the front, third and fifth page of an online newspaper and determine which articles were generated via media releases. Count the stories you are confident had no PR involvement.
Written by Jessica Myer
Analysis from The Daily Telegraph 3/3/15
Front Cover (First Page)
Title: Person of interest drives past search site for missing toddler crime seen.
This article was written based on a media release sent out by the police media unit. The article is informative and provides information that would only be written on the basis of accuracy and approval from the NSW Police Department.
Title: Big Shocks in store as Myer lets the boss go.
This article would have been sourced from a media release produced by the in house public relations team at Myer. Myer would have sent out a media release just prior to this announcement as a means to better manage the dissemination of this controversial and newsworthy information.
Title: Fairfax editor’s sorry effort at mosque media ban.
This article would have been sourced from a media release produced by Fairfax Media themselves. The media release would have been sent out as a means to protect the reputation of Fairfax around this announcement.
All articles analysed above contain various elements of media relations whether it be phone call personal contact, media release, or a combination of all three. Due to the controversial nature of the articles analysed on page 3 and 5, I believe a great deal of PR, specifically ‘media monitoring’ ‘strategic planning and careful research’ would have been implemented in order to ‘control the story’ and preserve the reputation of the client ie Myer & Fairfax (Johnston, 2013).
Johnston, J 2013, Media relations: issues and strategies, Allen & Unwin, NSW, Australia.
Auerbach, T, Minear, T & Sexton, J 2015, The Daily Telegraph, 3 March p. 1-5.
I think you’ve analysed these articles well, and I agree with you about the choices you’ve made. I’ve been quite astounded at how many articles in the paper are so strongly linked to public relations and media releases. It’s something I hadn’t considered before. Your comment about controlling the story was also pertinent and reminds us of the importance of the role played by the ‘fifth estate‘ and in my opinon, it has been mutated to such an extent, we can no longer tell what is factual news and what is spin.