Media Outreach

Chapter four of the PR book describes a new way of reaching out to the media. The author describes ways for a Public Relations specialist to connect with the mass media. The book states that for a PR professional to obtain a good relationship with a journalist you must first know as much information of them as you can (Breakenridge 58). Breakenridge states that as a PR consultant, you must first use the internet and research the journalist background and obtain well-rounded information of that person. After you have completed that you must then contact the journalist depending of how they want to be contacted (Breakenridge 60). The book emphasizes for you to give detail and accurate information; the author stresses for you to have concrete information that is liable or else your reputation may end up suffering for that (Breakenridge 60). Journalists also seek reliable information that they can use for their stories. The book emphasizes for PR consultants to information that is beyond the norm (Breakendridge 60). Its also important for PR consultants to give information that can be used to meet deadlines (Breakenridge 60). The book states that with these steps, journalists are more willing to use your help.

I believe that these steps are a good start into a building a relationship with journalists. Having accurate information, and being relevant and persistant will pay off in the end. Obtaining good ties with a journalist can benefit a PR consultant throughout their career.