New Project!!!

As a PR professional I have always questioned myself and other professionals about media relations and why we have to do our job by including other entity that is media? Have got several replies, most common of them is, it can reach your target audience but the question is do we really have the tools to measure how many audiences have we reached? It is very easy to count news clips and categorize them as positive, negative and neutral or even count hits on your website and TRP ratings for TV program. But have we really got into the brains of target audience and created the image and brand value/loyalty for clients and corporates? Thats an debate/discussion which is very subjective and each of us have our own outlook and opinion on it. The whole idea of presenting the concept of media relations before writing  this post is that I have got a client who is completely interested in giving his customers first preference and not the media. When I was doing my first job as a trainee and I was completely dragged into media relations. And now that I am getting to explore PR more on academic side, I have read theories, try and understand them and now is the time to cross check and test them. I hope, as Prof Meenakshi says "chamakna chaheye" i.e. try to relate them practically. I hope I do something fruitful in this coming days other wise tomorrow is always another day!!!