Issued by: Janine Lazarus Media Consultancy

Andre Snyman from eBlockwatch in the “hot seat” with Janine Lazarus.

Andre Snyman from eBlockwatch on camera.

Delegates debate during Face-Off! Bridging Communication Frontiers workshop.

Among the guests were PR representatives, media liaison officers from blue chip companies and journalists. “Having done a degree in Media and Communications and a certificate in PR practice, it is sometimes easy to blur the lines between PR and journalism,” said delegate Cheryl Naidu, Media Manager from At Vogue Communications. “The workshop has helped to address issues related to this. It has given practical tips. I loved the concept of captains of the PR and media industry facing off and addressing issues that we communications specialists have to deal with.”

The topics which were debated in the panel discussion included:

Why is there division between PR practitioners and journalists?

It was agreed that though the different professions have their challenges, mutual collaboration is key in delivering news to the public. Responsible and ethical journalism should be the order of the day. Ntshangase maintained that the burning issues of anonymous sources and image building versus nation building were resulting in the siege of the media industry.

The challenges journalists face at the moment are the blogging phenomena that, he said, had turned anyone with an opinion on a subject into a columnist. “Facts are not checked, they are merely opinions. The shrinkage of newsrooms and the lack of experience and expertise affects the quality of the end product.”

In his view, Ntshangase said public relations was all about positive exposure to please stakeholders, while downplaying negative exposure.

In his presentation, Mkhondo said PR players were expected to be truthful news producers, to provide the facts and to solicit stories strategically. He believed that relationships were key.

Effective PR: Its challenges and opportunities.

PR, Mkhondo said, was about authentic reputation management, not about blurring the issues with functions and lunches. “PR practitioners need to be aware of the specific content and style of the different print and electronic media in order to ensure the reporter's interest in a story. It is critical to build trustworthy relationships with journalists.” He also discussed the dynamics of realistically managing client expectations.

As part of the training programme, diagrams, guidelines and case studies were used to explain how the media works and in what manner it should be approached.

Delegates found Lazarus' ‘live' On Camera Training element of the workshop both thrilling and worthwhile. Being in the “hot seat” provided each individual with insight into the challenges their spokespeople face, while also bringing to attention the camera tricks used by the cameramen to visually tell the story in a particular way. The importance of body language, making your words count and message preparation were clearly demonstrated in front of a rolling camera.

Janine Lazarus Media Consultancy will be hosting the next public workshop in October 2008. The workshop will be specifically customised for Government Communications Officers. If you have government clients who would benefit from such high impact training, keep an eye on our website for further information on the programme and booking details.

Visit our PRESS OFFICE: With 24 years of experience in mainstream print and broadcasting media as a South African journalist, Janine Lazarus focuses her Media Training Consultancy on developing and facilitating superior and interactive training experiences that leave delegates with confidence and knowledge to engage their communication skills effectively. Her valuable experience in interviewing top public figures, celebrities and headline makers will help your organisation to develop effective Brand Ambassadors. References from clients in South Africa and other African countries rate her training as both an empowering and an invaluable experience.- more....

[20 Aug 2008 15:35]

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