That said, there seems to be a particular emphasis on the basic groundwork of the module. Consequently, I've spent most of this week refreshing myself on the core concepts of this module, from its basic definition to the functions of various tools and techniques.

I've dedicated much of my time to learning about media kits and press releases. Learning more about these tools has really made me appreciate their potential as a medium in the field of professional communication and advertising. I find that they overlap with various other modules that I'm currently studying and are therefore a particularly effective method of presenting comprehensive packages of information to both clients and consumers.

Revising for the quiz proved to be an excellent opportunity to refresh myself on the basics of this module. In particular, I learnt a great deal about the role of PR professionals in their capacity as the communicative arm of large organisations. I had previously always regarded the practice of PR through the lens of crisis management and communication. Thus, learning about the various roles PR professionals play, and the mutual relationship they share with their advertising counterparts really expanded on my perception of what mass communication is capable of.

The quiz itself was similar in this regard. Putting theoretical knowledge to paper, or in this case to answers in a quiz, has always served as a surefire method for me to properly internalise its nuances.

This also helped me properly identify and understand the differences between PR and advertising agencies, a line which I have on multiple occasions heard of being blurred.

This week's set of notes focused on media monitoring. Going in depth on the topic really showcased just how vital the media is in shaping the modern public's perception of individuals, brands and even situations. It is my belief that in the modern media landscape, the true nature of a situation often matters less than its perceived nature. in my opinion, while not necessarily the subject of these notes, their contents do reinforce that opinion of mine.

Additionally, it explored the media's sensitivity to market trends, a characteristic of the media that is of particular importance to me as an advertising student.

Overall, the lessons of this week dealt with concepts or ideas that I was generally familiar with. That said, it explored the relationships between public perception and media portrayal, providing a nuanced perspective in the art of persuasion and communication.

Having previously identified the differences between the 2 fields and now seeing the parallels, it really cemented just how closely members of each field often work in collaboration with one another. It was refreshing to view the nature of this practice from another side of the coin, and to see how it complemented what I had already learned in my previous lessons.

Crucially, learning how to simultaneously appear professional yet persuasive proved to be a valuable skill indeed, and is one that I've employed several times during my final year project. It has been interesting seeing the nuances and types of news releases out there, having previously assumed they were all about promoting particular events or services.

While not directly related, the skill of persuasive writing has shown itself to be rather useful in my work as an advertising student, and is likely one that I will continue to try and hone over the course of my professional career.