If you think the media is there to do you a favour, think again published Feb 01 There’s always a healthy tension between the media and PR people (many of whom are ex media). While the reality is that journalists rely on PR sources, often almost as a matter of principle they don’t want to be seen as subservient to the corporate message. Here’s a couple of quotes from US IT journalists taken from a recent seminar on how they view corporate media releases. "I’m the filter. I’m the membrane between your company and my readers. It’s not my job to get your company in the papers. It’s my job to tell the stories my readers need in the best way possible," John Markoff of the New York Times. "Companies expect you to swallow their messages hook, line and sinker. I don’t want to do that. I want to write about what I’m interested in and companies may not always like that," Deborah Branscum, Newsweek and Upside. While the comments are from the US interview, if you were to interview any two or three Australian journalists in a highly competitive media sector (as IT is) do you really believe the responses would be any different? To learn how to optimise your results from key influencers such as these, please contact us: Your name:              Your email address:  Your message:

PR Influences Australian Public Relations Newsletter. Article: If you think the media is there to do you a favour. Information Content: Media & Media Relations