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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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This note was uploaded on 05/05/2009 for the course STOC 2552 taught by Professor Pompper,donalyn during the Spring '09 term at Temple.
- Spring '09