#3

I think the two key points to remember from this week's readings were:

1. Media tools
2. Utilizing the functions of media in order to reach desired target audiences.

The ultimate role of the media is to inform. Media tools such as media releases, media kits and media conferences are primarily used to inform the professionals and the acquaintances in the particular profession. On the other hand, the media is exploited to promote, or publicize a product to the general public.

The readings made me think more about public relations theory/practice in that the media is a double edged sword in the arena of public relations. It has the potential to boost the image of company and the power to destroy the reputation that it has built. Whether the product sells or fails, can be attributed to the medium through which the information is conveyed to the media people, and the public. The proliferation of the media, and the various functions it entails makes it difficult to choose a particular medium but it is only when the most apt media is used to target its target audience can the message be transmitted more effectively and efficiently.

Personally, it is more important to engage the professionals/experts in the product first; the next step then is to transmit the information to the general public. For example, if a foreign telecommunications company such as Spice plans to expand its business into Singapore, it should alert and inform the media personnel and participating competitors/partners (such as M1, Singtel, Starhub) first. Through ways such as holding a media conference, they can promote their business ideas. When the media people are receptive and interested in the business idea, they would then use their media advantage and assist in the transmitting information.

With the media people (such as journalists) putting in a good word for the company, the general public would be more accustomed towards the idea, and are more likely to accept it. Thus, it would be best to win the favours of the media people, and they hold tremendous advantages which could help perpetuate the business faster. In saying that, it is also important to sieve out appropriate media and its functions in order to target the desired target audiences.