3. According to Nick Davies in Flat Earth News (Vintage 2009) journalists have become “ passive processors of whatever material comes their way, churning out stories whether real event or PR artifice, important or trivial, true or false." Is this an accur
PROF_TOMMY
pr_interview_1_1.docxFrom Patricia Ang
Interview Questions
1. To what extent a practitioners works towards balancing their clients’ interest?
As a PR person, it depends on who you are working for – is it for the press or for the clients. When working for clients, we represent their interests. We listen to their needs, interests and advise their accordingly. If however you feel there is a conflict of interests between you and your clients, you may want to consider whether you want to take up or continue representing the client.
2. How the PR manage relations between Journalists and General Public?
As a PR person we need to present our facts objectively. Journalists usually require timely and accurate information which as a PR person we will provide. In a press release we will usually three main points/ focus. For the General public we also have to know what is the issues they are facing, listen to their needs and strike a balance. Sometimes, we can get a quote or two from people in the public on the issue we are working on to be included in the press release. You would also need to be accessible. If your contact no is in the press release, ensure that you respond to the journalists queries in a timely manner.
3. What are the impact and influence of PR on the media, both in-terms of content and agenda framing?
There is a great impact on the PR both in terms of content and agenda framing. The way we present our facts, we already have in mind the direction of the story. Provide as much information in terms of content to the media. The agenda usually is on the title of the press release and in the first paragraph presented. However this is also a case to case basis. If the media finds the information not news worthy they may not pick up the story.
4. Why Press Releases are more important than ever?
Press releases provided timely and accurate information to the press. You can include quotes from you client in the story that you are presenting. Each press release highlights important or useful information about an upcoming event or one that has occurred. There could be a grand opening, special event or new product launch. The press releases can also alert the public to product recalls while providing important consumer information and working to mitigate an internal crisis.
You can also posting a press release on your company’s website and promote it through social media or an online press release distribution service which allows you to directly communicate information to a mass audience and to target specific groups.
Besides press release, there are other online outreach – like the website, facebook, Instagram, etc
5. The most important role in public relation belongs to the function of issue management. Do you agree?
For crisis communication, it varies on case by case basis. When this happens the PR person would need to be able to advise the clients the action to take to manage the situation calmly. It is also being able to manage the negative press on the situation.
6. Have there been instances where the journalist published articles which are not favourable to you. How do you manage this?
Nope, not happened on my end.
7. What are the challenges that you face with journalists when it comes to ethical matters? If none, what are your general views.
What do you mean by ethical matters- state an example?
8. How is your interaction with journalists?
