PR
practitioners need to monitor the media in order to check what is happening in
the business environment. Scanning and monitoring the media enable PR
practitioners to take precautions in preventing the arisen of crisis. Issues
can turn into crisis when companies ignore their stakeholders' feelings and
expectation. PR practitioners should identify the potential, emerging or actual
trend and concerns that are likely affected their client reputation as well as
its key public.
We
need to monitor the online and offline media every morning. We usually spend 1
to 2 hours in going through the newspapers. We take this step very seriously
and carefully because we do not want to miss any news that is related to our clients
and brands. Monitoring media is not only about checking what consumers feel
about our clients and the products but also in determining whether we have
generated sufficient coverage for our clients. Pre-event release and post event
release are some of the PR generated news that we often seen in newspaper. All
of the collected clippings will be cut and scanned to the computer for
compiling as the monthly media coverage report.
Reading
newspaper was the first task given during my first day of internship. I was
told to in charge of the Chinese media as I am able to read and speak in
Mandarin. Also, I need to translate the Chinese clippings into English so that
my colleagues and clients are able to know what has mentioned in the paper. What
I learned during my internship was learning more than one language will benefit
you as a PR practitioner. It is because your colleagues and clients may from
different types of background, cultural and religion. It is important to
respect and understand people with different background to avoid falling into
the cultural pitfall. Also, PR practitioners should have excellent
communication and writing skills in communicating with the audience.
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| Monitoring Online Media |
Media
monitoring is more than just reading newspaper. Some of the events that are
happening in the country may give you inspirations in designing the media plans
for your clients. Furthermore, it will help you in recognising the writing
style of a publication. By knowing that, it will help a PR practitioner in
deciding which media outlets should be targeted on when launching a media
campaign as different publications may be interested in publishing different types
of stories. As mentioned, we need to submit the media coverage report by the
end of the month. The media coverage report is important to us because it
attached with all the clippings and news that we generated for our clients. Positive
news will help to generate words of mouth among the audience. Also, it can help
to increase clients' reputation as well as their recognition in the market.
Maintaining good media relations are crucial because trust and credibility can
be built on that good relationship.
Milk
PR has a fantastic working environment! The working environment are creative and
fun. I think a comfortable and clean working environment is important to boost
the productivity. Also, there is a show room in the office. New collection of
items will be displayed in that show room for media to borrow. Newspapers and
magazines are kept tidy in the cupboard. Colleagues are busy picking up phone
calls. And everyone seems stress and responsive. I guess this is it, I am
entering into the real PR world.
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| The working environment |
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| Office Decoration |
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| Magazines organized tidy at the shelf |
Lee Jin Woei 17230137
Miri Campus
