Posts Tagged 'Readings'

It’s a New Day – Blog Journal – Week 3 – Louis Lee

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If you’ve been a recurrent visitor of this CMNS site and happily endured the profound rantings of  your favourite flame-breathing schmup-loving author, you might be wondering why the site’s undergone something of a name-change.

Well fear not loyal readers, the site hasn’t been taken over by some corporate conspiracy, this little corner of wordpress has simply received a new raison d’être.

Instead of a lone platform, this site now serves as the base for a fictitious 3-men Public Relations consultancy group with a new calling and new management (not to mention a new accreditation-related project).

It’s even pilfe-I mean borrowed a nifty shackle icon from a certain Blizzard Entertainment game mod that represents the group’s namesake.

So with no more ado, welcome to the new online home of the PR hub, welcome to Linked.

+++ The following journal has been brought to you by Dr. Fu Manchu’s Khazad Three Peaks Inc. +++

+++Blog Journal-Week 3+++

Spindoctors and Campaigners

Today marks my first entry into the Linked PR Consultancy blog’s group journal, and I must say that I am simply gyrating in anticipation.

The following are my thoughts and comments on two chapters found within Richard Stanton’s ‘Media Relations’, they may seem fairly simplistic and rather personally uninvolved, but hey “the more you know“:

  • Chapter 1: Introduction: Building Relationships, Framing Issues and Events:

To be honest Stanton’s (2007) choice to make use of the ongoing conflict between the State of Israel and the Palestinians as the chapter’s main anecdote (through the Economist) came as a mild suprise to me as I browsed through the first chapter, though  with the frequent appearance of terms which see military usage like “strategy”, “tactics”, “campaigns”, “objectives” and what have you, it was credits to carrots that a hotly contested region with a history of intermittent warfare and involved factions hungry for international commiseration and allies as the near east would be utilized to illustrate the sort of competitive environment Stanton wishes to establish the media relations scene as.

Stanton posits that Media Relations in “the West” (includes AUS and NZ. but does that include Singapore?) are dominated by the US theory and practice, with medial relation bodies acknowledging its culturally  hegemonic position combined with the characteristic of adapting something to suit the local conditions.

Additional Notes:

++What comes first in Media Relations, Critical Thinking or Applied Knowledge?++

++Stanton Does Not Approve of “bubbleheaded” Eurovision.++

  •  Chapter 3: Media Relations Campaigns: Defining Campaign Strategies and Models:

“Strategy is more than a plan”, says Stanton (2007) in the third chapter of the book.  Strategy is defined by the competitive environment and plans become strategic only when there is competition to achieve some advantage over others.

Drawing a parallel between media relations strategy and its military counterpart, Stanton elucidates that strategic decisions are concerned with long term goals, the scope of the campaign, adaptation with the local environment, the creation of opportunities through stretching of available resources and operational decisions.

In terms of media, campaign proposals become strategic as groups vie for finite media space, though I believe this applies more accurately to non-online forms of the public sphere (newspapers, TV airtime, radio broadcasts, billboards, etc).

The hierarchy of published media depends on importance, those not holding up are discarded from the news schedule.

Stanton holds that all media relations activity begins with dialogic relationship (importance of conversation as a constructive communication) between the two interested parties:

  • The media relations counsellor or agent
  • The primary stakeholder or client

This dialogic relationship of of media relations activity, from what I can understand from Stanton’s explanations, undergoes the following process:

Initial point of dialogue pasts point of agreement > agent demonstrates most appropriate course of action to achieve media goals/objectives (preparing a proposal/campaign strat) > Initiate media campaign (sometimes as relatively simple as writing a letter to a newspaper editor, not always the case) > Profit (such as the accumulation of symbolic capital in the form of trust and reputation)


Stanton, R. (2007). Media Relations, Oxford University Press Melbourne.

On a final note and to commemorate this occasion, allow me to present a sample of what’s to come for our brave little group, courtesy of YouTube and the SIATP.

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