Working With the Media

Chapter 7: Working With the Media Chapter 7 introduces public relations writers to an understanding of their relationship with journalists, which the author presents as a symbiotic connection. An understanding of what journalists want and expect from public relations writers can play a major role in developing healthy professional relationships. A key lesson from this chapter is that public relations practitioners should develop an informed appreciation for jomnalists - their expectations, their needs, and their role in the process of disseminating information to organizational publics. Exercises 7.1 and 7.2 provide a basis for class discussion about the symbiotic relationship between journalism and public relations writing.