Media and Public Relations: An Integrated Approach

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RELATIONSHIP BETWEEN MEDIA AND
PUBLIC RELATION

Introduction
• In this portion, the relationship between
media and public relation will be shown in an
efficient manner.
• After that appropriateness of selecting the
media will be justified.

Assessment of relationship between PR and
media [P3.2] [D3]
• Public relation is a genre of media.
• Without effective skills of PR employees, using
media, they cannot be able to earn effective
outcome.
• According to Duhé (2015), PR managers
should have communicational skills such as
written skill so that everyone easily
understands their message.

Contd..
• Thus, company of advertisement does not
approve the content and they are not able to
gain attention of customers.
• It is also found that PR managers are able to
write effectively, however, they do not know
how to handle social media.

Contd..
• Therefore, only writing is not a thing for public
relation. It should be attractive and creative so
that news channels want to broadcast it.
• Hence, as a PR trainee of VisitBritain, it is the
motto of presenting content with creativity so
that television channel approves it.

Contd..
• As mentioned by Barnett et al. (2017), PR
managers should know the use of multimedia
so that they can prepare video on the Lansallos.
• Effective knowledge in this portion assists to
create an attractive and eye-catchy video.
• If PR managers do not able to create the video,
they cannot post or broadcast it in social media
and television.

B.[P3.3] [M3]:Evaluation of appropriateness of
media and justification [P3.3]
Appropriateness of media and its suitability
Social media
• Easy to communicate
• Ability to communicate with all over the world
• Cost effective process
• No time limitation

Contd..
• In order to analyse its suitability for campaign of
Lansallos, social media is an effective tool of
communication.
• As the seaside destination is unknown to the people,
PR trainee of VisitBritain can share the image of the
place along with information in the social media.
• People of all over the world will be able to access it.
• Thus, the intention of making people aware of this
place will be fulfilled in a lucrative manner.

Contd..
Television
• Effective for communication with the people of the nation
• Too much effective for seniors as well as juniors
• In the opinion of Stacks (2016), senior citizens are fond of
watching television.
• In addition to this, using video, the information of the place
or products can be advertised through television.
• As the advertisement is given in the colloquial language, all
are able to understand it.

Contd..
• In time of focusing on the suitability of this media for
promoting Lansallos, it can be stated that many senior
citizen are there, who do not use social media.
• In order to remove this issue, television is an effective
media to make people know about the seaside destination.
• As fishing, paddling and kite flying are also available in this
place, it is also mentioned in advertisement.
• Children are able to watch the advertising through
television, which can increase their eagerness to visit the
place.

Conclusion
• In order to conclude the section, it can be
stated that for building public relation, media
plays an important role.
• Without media, PR trainee cannot
communicate with target audiences.

Reference list
• Duhé, S., 2015. An overview of new media research in public
relations journals from 1981 to 2014. Public Relations Review, 41(2),
pp.153-169.
• Barnett, G.A., Xu, W.W., Chu, J., Jiang, K., Huh, C., Park, J.Y. and Park,
H.W., 2017. Measuring international relations in social media
conversations. Government Information Quarterly, 34(1), pp.37-44.
• Park, M.J., Kang, D., Rho, J.J. and Lee, D.H., 2016. Policy role of social
media in developing public trust: Twitter communication with
government leaders. Public Management Review, 18(9), pp.1265-
1288.
• Stacks, D.W., 2016. Primer of public relations research. New York:
Guilford Publications.