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Week 12 - StOC2552-03 Donnalyn Pompper Ph.D APR Week 12...

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Unformatted text preview: StOC2552-03 Donnalyn Pompper, Ph.D., APR Week 12 Media Relations Overview Overview • • • • • Working with the media Mass media definition Mass media for external publics Mass media for internal publics Liaison Working with the media Working Printed words Spoken words Images + Combinations of all of the above = Tools PR practitioners use to shape public opinion public Mass media definition Mass • Audience is: – Heterogeneous – Large – Anonymous – Transient – Transmitted rapidly – Public – Tied to a particular time, place, set of events – Disposable • Messages are: Mass media for external publics Mass • New media (blogs, chat rooms, Internet web New sites) sites) • Telephone (land, cell), radio • Television (video news releases), cable, Television satellite, pay-per-view satellite, • Films, videos, DVDs • CDs • Newspapers, wire services, news syndicates, Newspapers, magazines, newsletters, books magazines, • Billboards, kiosks, transit, direct mail Media for internal publics Media • • • • • • Memos, bulletin boards Newsletters, magazine Displays, exhibits Intranet Closed circuit television Video, film, slide Liaison “person in the middle” Liaison Guidelines for good media relations – Be a service provider – Honest, fair – Treat all media the same – Avoid conflicts of interest – Don’t beg – Don’t ask for a story to be “killed” – Avoid “flooding” the media Summary Summary • • • • • Working with the media Mass media definition Mass media for external publics Mass media for internal publics Liaison ...
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