PRL 60304/PRL 61304_Individual Reflection-LiXiangYuan0362651 by LI XIANGYUAN

Week6 Press Conference

0362651 — 2024-11-23 19:42:30 UTC

From this week's lecture, I learned about the strategic importance of press conferences as a tool for media engagement and public communication. In fact, my original concept of press conferences was that they were exhausting and more like a show. Now, I understand how press conferences play a variety of roles, such as information dissemination, brand image management, crisis communication and launching new plans. What impressed me most was that press conferences are more like a two-way interactive game. The key is to find the best balance between what we want to spread and what the media reports. We should strive to release more effective information, and appropriately fit the public opinion, focus on the focus, and ensure that the information interface is connected. From the teacher's explanation in class, I also learned that press conferences should be held in a formal form, according to the content of the press conference, carefully choose the time and place to hold, and invite the corresponding reporters, media leaders and various cooperative units. Then, through the centralized release of mass communication means such as newspapers, television, radio, and websites, the information can be quickly spread to the public. I also learned about the approximate budget of a press conference through after-class exploration. These are undoubtedly the most basic common sense for my future work in public relations.

Week7 Spokesperson in Media Relations

0362651 — 2024-11-23 19:51:18 UTC

From this week's lecture, I learned about the key role that spokespersons play in media interactions on behalf of an organization or brand. Press conferences are usually hosted by the spokespersons themselves, who are responsible for all aspects of the press conference, such as publishing news, inviting reporters to ask questions, and answering questions. The basic procedure of a press conference is that the spokesperson releases the news and then answers reporters' questions. I also found it enlightening to understand the techniques used in media interviews, such as Bridging" and "Bump and Run", which help to turn the conversation to key information. Overall, this lecture emphasized the importance of spokesperson preparation and adaptability, as they directly affect the public's perception of the organization. Spokespersons not only need to meet the public's need to be informed, and need to guide public opinion and coordinate the contradictions between the company and the public, but also promote the construction of brand image and improve the brand's reputation and credibility among the public.

Week8 Media Monitoring

0362651 — 2024-11-23 19:53:19 UTC

From this week's lecture, I learned that media monitoring plays a key role in shaping public perception and managing the reputation of organizations. Media monitoring is the media's public exposure and criticism of all words and deeds of the government, social groups, public officials and society that violate the law and social morality. There are two forms of media monitoring. One is public opinion monitoring through the media. If there is public opinion about an event or problem in society, the media reports on this aspect of public opinion, which has an impact on the parties and organizations. The other is direct public opinion supervision by the public. The public checks and supervises the objects of supervision in the form of open and naturally formed collective opinions. Entertainment supervision through the media, such as China's CCTV 315 consumer rights related reports, and direct public opinion supervision by the public, such as social media influencer B Tai. I also found it interesting that social media monitoring plays a dual role - it helps to actively attract audiences, but if it is not managed properly, it can also escalate problems. This concept emphasizes the importance of proactive media relations. In reality, some people habitually regard public opinion supervision as negative news, which is itself a narrow-minded understanding. Although the content of public opinion supervision is exposure and criticism, it is actually to improve work and solve problems. No matter whether it is a state agency or a civil entity, all those involved in public interests should further strengthen their awareness of media supervision, attach importance to the protection of journalists' legitimate interview rights and interests, and provide legal and security guarantees for media journalists' interviews.

Week9 New Release

0362651 — 2024-11-23 20:09:57 UTC

From this week's lecture, I understand the importance of press releases for publicity and media communication. Its main purpose is to obtain favorable media coverage by providing journalists with the key details and angles they need to write their stories. It can be used to report the situation of a press conference, or to analyze and comment on a news event. "News hook" is a new concept for me. It is the core of the story - the aspect that makes it timely, relevant and attractive to the target audience. I think press releases should have the ability to increase attention by combining hot topics or social events, and even increase the topicality of press releases by setting suspense, asking questions, etc. In addition, I learned that the structure of press releases follows the "inverted pyramid", which arranges the facts in descending order of importance or audience concern, and the various facts in the news are arranged in a pyramid-like manner, hence the name. It is mostly used for event news, which is basically a statement of facts. Journalists analyze the impact of the event on the industry, society, enterprises, etc., extract valuable ideas and lessons from the event, explore the connection between the event and other news events, and improve the depth of the press release.

Week10 How to Write a News Release

0362651 — 2024-12-05 14:26:42 UTC

This week, I learned how to write effective press releases, a critical skill in publicity and media relations. A key takeaway was the importance of an inverted pyramid structure, which places the most newsworthy information at the top and then gradually transitions to supporting details. This ensures that journalists and readers can quickly grasp the key information even if they skim the press release. Core content: The lead should be concise and cover the 5 Ws of news (When, Where, What, Who, Why). In addition, while the structure emphasizes the importance of information, it also pays attention to the attractiveness of the title and lead to stimulate the reader's interest. Finally, make sure the press release remains easy to understand and professional. This knowledge deepened my understanding of how effective media relations is built on clear, targeted and well-structured communication.