In this week's reading, Engaging with the Media Chapter 11, the text discuss on the different aspects involved in PR when dealing with Media. There are several vital personnel involved in filtering and framing news of the organisation, which thus shape the perception of the readers. This may result in either positive or negative publicity. These personnels are journalists and editors. Therefore, it is important that interaction should be kept in the most "politically correct" manner.
Also, the text brought up an interecting question - are news that place the organisation in a negative light more newsworthy thant that of positive? Phillipps (2002) carried out a studied on several news publication, both local and foreign, and found that "journalists tended to seek out negative news" (Phillipps, 2002).
As much as negative news may increase the chance of an entry in the highly competitive publication space, one should avoid putting itself in the negative light for the sake of publication. Take for example, the recent Jack Neo's scandal. Though it does provide wide coverage on for the local director on various media platform, some question the action as a publicity for his newly launch movie - Being Human. This received numerous bombardment and criticism from sceptical audience.
Hence, media interaction should be handle with care in order to yield the most out of it.
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Yes, I personally feel that negative news are usually more well received as compared to positive. Like what you've mentioned about Jack Neo's scandal, it is going to be 2 weeks already and many people are still talking about it on the internet or even through daily conversations. Seriously, bad news tend to stay longer in people's minds!
ReplyDeleteYou used Jack Neo as an example! Same same yet different in terms of typing and usage but still, haha!
ReplyDeleteOn a more serious note, it's an interesting read - this blog post of yours. Good noting that media interaction need to be handled with care, although I feel that should be combined together with other forms of marketing to help the PR management process