To contact ... or not?

I think the key point to remember from this week's readings was the crux of the news-gathering process is the transactional information exchanges between practitioners and journalists that often become the news of the day.

The closer the correspondence between the practitioner's subsidy (media release) and the journalist's story expectations, the greater the possibility of placement.

The readings made me think more about public relations practice in that PR practitioners should work hard to sharpen their framing skills. Studying of journalists' definitions of news and using accepted styles of news presentation (the inverted pyramid) can decrease the chance of the media releases lending inside journalists' trash cans or spam filters.