Chong (2006) made me realise that public relations practitioners need to focus on building strong relationships with the media. It was this that enabled PR practitioners to provide news for the media, which is why there was such widespread coverage of the SARS epidemic. This in turn turn raised awareness and enabled the global community/public arena to help out or donate.
The article also raised the issue of trust, and more or less emphasised that the truth should be told by the media in order to create a trustful relationship with the public, to ensure that in times of a major event, they will be confident that they are not being fed propaganda. (Correct me if I am wrong though...that felt like the general gist!)
The closing paragraph of Chapter 9- Process and Application of Public Relations sums up the issue nicely, stating:
"Despite what is sometimes seen as an uneasy alliance between the media and the public relations profession, there is a growing interdependence in the two industries. This can be developed and enhanced through a mutual understanding of, an respect for, each other's roles and responsibilities".
(Johnston & Zawawi, 2009 p. 261).
- Chong, M (2006) A crisis of epidemic proportions: What communication lessons can practitioners learn from the SARS crisis in Singapore. Public Relations Quarterly; Spring 2006; 51; 1; ABI/INFORM Global.
- Johnston, J & C Zawawi, Public Relations: Theory and Practise. Crows Nest: Allen & Unwin, 2009. 3rd ed.
Trust is an important part of any relationship, do you think that the public relations profession could function without trust?
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