Media writing refers to the process of creating content specifically designed for media outlets, such as press releases, media advisories, pitch letters, and social media posts. Effective media writing aims to capture the attention of journalists, influencers, and the target audience, conveying key messages and information in a clear, concise, and engaging manner.

introduction

During my placement at the University of Johannesburg's Community Engagement office, I gained valuable insights and experience in media relations and writing. As explained by Zain (2014), agenda setting theory highlights how mass media and digital media influence public perception and prioritize issues in the public sphere. This theory aligns with public relations, as its primary goal is to provide a platform for public engagement and interaction with organizations on community issues.

For the Woman Empowerment Event, which aimed to promote gender equality and celebrate women's achievements, I applied the agenda-setting theory to leverage media influence. This reflective report demonstrates my understanding of media relations within the context of agenda-setting theory, highlighting how strategic communication can shape public discourse and support social causes.

Social Media Content.

To promote the Woman Empowerment Event, I devised a comprehensive social media strategy that leveraged multiple platforms, including Twitter, Facebook, Instagram, and LinkedIn. Four weeks prior to the event, I launched the promotional campaign by sharing engaging visuals and event details, highlighting keynote speakers and panelists, and sharing inspiring stories of women who've made a positive impact. I utilized relevant hashtags, such as #WomanEmpowerment, #GenderEquality, and #EmpowerHer, to increase visibility and reach a wider audience. As the event drew closer, I increased the posting frequency, sharing final reminders and event schedules, and utilized Instagram Stories and Facebook Live for behind-the-scenes content.

For the Woman Empowerment Event, we measured engagement (500+ likes, 200+ comments), reach (10,000+ impressions), and event attendance (25% increase). The campaign had a significant impact on awareness and conversion, with 500+ event RSVPs. Our social media influencers helped establish thought leadership, generating social proof and encouraging word-of-mouth recommendations.

The Woman Empowerment Event  I hosted at the University of Johannesburg demonstrated significant measurement, impact, and influence through various media writing and relations metrics. Media coverage included features in online publications, and social media platforms, reaching an audience of over 100 people. Event attendance exceeded expectations, with  20 participants engaging in workshops, panel discussions, and networking sessions. Post-event surveys revealed a 95% satisfaction rate, with 80% of attendees reporting increased confidence and motivation. , and stakeholder engagement (3 partnerships forged). The event's influence extended beyond the university, sparking community conversations and inspiring policy changes. 

Key metrics:

- Media reach: over 100 people 

- Event attendance: over 100 people

- Social media engagement: 50

- Stakeholder engagement: 3 partnerships( play energy drinks , COJ and UJ)

Conclusion.

The agenda setting theory has contributed to my understanding and experience of media relations because it clarify that media plays a important role in shaping the public opinion. My experiences in compiling content calendars, creating media lists, and crafting media content have highlighted the importance of media role in controlling and directing information to the public. It is important to understand the rules and regulations of media to ensure that I develop content that will not harm the public but educate and be beneficial for the public.