Media Management

In the last week we have been learning about how companies and PR professionals deal with the media. I found it particularly interesting in the lecture when it showed that the Media need PR and PR needs the media to survive. However I feel that the Media need PR much more due to the fact that they are one of the best, if not the best sources of credible information.

According to Baily from Tench and Yoemans (2009) Study in to British Journalism in 2008 revealed 19% newspapers and 17% broadcast stories came from PR material. As well as this, a study that was taken out in 2011(Chia and Synnott, 2012) showcased how much journalists use PR information, the survey revealed that Journalists visit the media release section more than any other page on a corporate website (84% n=61).

This only clarifies how much journalists rely on PR. I feel that PR professionals also have a split role when dealing with the media, if there was no such thing as PR, the stories that journalists concoct would be un-credible and would be from a range of seedy sources.

From this topic, I have gathered that PR professionals not only have their organisation’s best interests at heart, but they almost keep the journalists in line. They keep them from straying to far away from story, by giving them only the information they want the public to hear.   


Chai, J & Synott, G 2012. An Introduction to Public Relations: Theory and Practice. 2nd ed. Melbourne: Oxford University Press.

Tench, R & Yeomans, L 2009, Exploring public relations, 2nd ed, Financial Times Prentice Hall, Harlow


The Media Agenda

This week for our blog entry we have been instructed to talk about media agenda. So, in this entry I will focus on Framing.

Firstly, what is framing? Framing is a form of Agenda Setting which is a very useful tactic which the media use on their publics. According to the University of Twente “a frame refers to the way media and media gatekeepers organize and present the events and issues they cover, and the way audiences interpret what they are provided. Frames are abstract notions that serve to organize or structure social meanings. Frames influence the perception of the news of the audience, this form of agenda-setting not only tells what to think about, but also how to think about it.”


Framework in my opinion is a very crafty and underestimated technique used by the media. All forms of media use it to let people form a guided opinion which matches that of the media. The media navigates their audience through a number of methods to bring them to agree with them without them coming to the realisation that they have been persuaded. Cutting Edge PR shares that Framing can be broken down to 6 different methods:


  • Metaphor – to give an idea a new meaning by comparing it with something else.
  • Stories (myths and legends) – to frame a subject by anecdote in a vivid and memorable way. For instance, some managers tell and retell stories of how teamwork helped pull their organization through in tough times.
  • Traditions (rites, rituals and ceremonies) – to use to define and reinforce organizational cultural values. For instance, certain activities (some humorous and some serious) traditionally done during annual strategic planning conferences.
  • Slogans, jargon and catchphrases – to frame a subject in a memorable and familiar way.
  • Artifacts – to illuminate corporate values through objects that strike a chord with employees. For instance, a current best-selling product compared with an outmoded product from an earlier time.
  • Contrast – to describe a subject in terms of what it is not.
  • Spin – to talk about a concept in a way that gives it a positive or negative connotation.



Employee Communication: Framing can help you communicate strong messages. 2013. Employee Communication: Framing can help you communicate strong messages. [ONLINE] Available at: [Accessed 20 May 2013].


Framing. 2013. Framing. [ONLINE] Available at: [Accessed 20 May 2013].


In this week’s readings and in the lecture I found the theories behind volunteering and company donations rather interesting. With a lot of big companies and corporations these days, there is a certain impersonal and intimidating feeling when you walk into their offices. This is why some of the big businesses these days, play such a massive role in supporting local communities these days.

SGIC a nationwide insurance dealer is one of Port Adelaide Football Clubs premier partners and in recent times SGIC set up the SGIC Port Adelaide Support Crew. SGIC in corporation with the Port Adelaide Football Club, used staff members to hand out free clappers and to play games with the fans before the game began. According to Anne Gregory (1996) by sponsoring and volunteering at sporting events, “it can have added benefits of highlighting examples of teamwork, leadership and competitive excellence, and/or involves your employees”.

When a company sponsors a sporting event or club and gets their staff members to volunteer at these sporting events, it can be very beneficial in developing their image in a local setting, as it not only shows that their company isn’t run by money hungry CEOs but people who like to give back.

Gregory, A, 1996. Public relations in Practice. 1st ed. London: Kogan Page. 

SGIC support the Port Adelaide Football Club | SGIC Insurance SA. 2013. SGIC support the Port Adelaide Football Club | SGIC Insurance SA. [ONLINE] Available at: [Accessed 13 May 2013].

Home – 2013. Home – [ONLINE] Available at: [Accessed 13 May 2013].


Publics in my opinion are the single most important aspect and the focal point for Public Relations. As Publics are the main thing that PR professionals have to take into account when determining the company’s next move, they have to tread very carefully, and understand each of their publics as upsetting one group due to poor communication, could lead to catastrophe.

The types of Publics that I am going to focus on for this blog are International and Domestic Publics. According to B.Harte’s (2011) definition on these publics “you need keep in mind that just because the organization might be domestic, it doesn’t mean that international publics might not have a hand in the success or failure of the organization”. With these Publics, PR professionals have to take into account the differential factors that other countries may or may not hold. And that they may not be in accordance to the opinions that are held by those domestically.

One example of not understanding their company’s international client base is one of Apple and them having to apologize for their actions towards China.  According to SMH (2013) “Communist Party’s flagship newspaper, People’s Daily  accused Apple Inc. of arrogance, greed and “throwing its weight around” and portrayed it as just the latest Western company to exploit the Chinese consumer”. Apple originally did not take into account how the Chinese would react to their actions, and eventually had to apologize for their poor communication.  Apple was on the near verge of losing a large percentage of their sales due to this, and barely survived their faultiness. The severity of this scandal deeply highlights the immense importance that the public’s hold in the outcome of a company, and in this debacle, particularly international and domestic publics.