Chapter 9 part 2 post

Chapter 9 part 2 post - Media
Rela/ons
...

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Unformatted text preview: Media
Rela/ons
 Electronic
Media
Rela/ons
 •  Securing
posi/ve
publicity
through
the
media
 s/ll
lies
at
the
heart
of
public
rela/ons
 prac/ce
 Chapter
9
 •  The
presumed
goal
of
a
journalist
is
objec/vity
 Electronic
Media
Rela/ons
 Video
News
Releases
 •  Video
News
Releases
 •  Interviews
 •  Public
Service
Announcements
 VNR
 •  Expensive
to
make
 •  “Fake
News”
 VNR
–

 Videotaped
news
stories
that
an

 organiza/on
produces
and
distributes
to
the
 news
media.
 •  Breaking
news
 •  Evergreen
 News
Release
 'Greatest
T.G.I.
Friday's®
Bartender
in
the
World'
 Crowned
in
Las
Vegas
 
Tony
Adams
Emerges
From
Field
of
over
8,000
Bartenders
to
Capture
Title
at
Friday's®
World
Bartender
 Championship
in
Las
Vegas
 
February
26,
Las
Vegas
/PRNewswire/
—
Tony
Adams,
a
25‐year‐old
bartender
from
the
Haymarket
T.G.I.
 Friday's
restaurant
in
London
was
crowned
"The
Greatest
T.G.I.
Friday's
Bartender
in
the
World"
at
The
 Palazzo
Resort
Hotel
and
Casino
in
Las
Vegas
last
night,
following
an
intense
finals
compe//on
between
 eight
elite
mixologists
from
around
the
globe.
Brian
Zachau
from
Minneapolis
was
honored
for
the
fourth
 straight
year
as
the
US
Champion.
 1 VNR
 •  Friday’s
VNR
 –  Just
a
commercial?
 –  Produced
locally?
 –  Na/onal
news?
 News
Release
 Soundbites
 
 

Dr.
Larry
Ponemon,
Chairman
and
Founder
of
the
Ponemon
Ins/tute
 
 

Suzanne
Atkinson,
Services
Architect
of
Dell
 •  B‐Roll
Includes
 



*
High‐defini/on
video
of
business
travelers
working
on
their
laptops
in
an
airport
 



*
People
moving
throughout
the
airport
 



*
Traveler
bags
w/laptops
that
were
lem
behind
 



*
Airport
scenery
including
signs
 



*
eateries
 •  News
Release
 New
Study
Finds
That
More
Than
12,000
Laptops
Are
Lost
In
Our
 Na/on's
Airports
Each
Week:
Find
Out
How
Many
Were
Lost
At
 Your
Local
Airport
 
A
new
study
conducted
by
the
Ponemon
Ins/tute
has
found
that
more
 than
10,000
laptops
are
lost
in
the
36
largest
US
airports
each
week,
and
 nearly
70%
of
those
laptops
are
never
reclaimed.

 Interviews
 •  Handling
Media
Interviews

p.191
 –  Prepare
 –  Know
your
lines
 –  Answer
ques/ons
briefly
and
directly
 –  There
is
no
such
thing
as
“off
the
record”
 –  Don’t
say
“No
comment”
 –  Anything
can
happen
!!!!!!
 –  Pay
asen/on
to
details
!!!!!
 Public
Service
Announcements
 PSA
–

 Broadcast
announcements
made
on
behalf
of

 nonprofit
organiza/ons
or
social
causes.
 Public
Service
Announcements
 Three
categories:
 1.  Public
affairs
–
voter
registra/on
 2.  Public
rela/ons
–
informa/onal,
blood
drives
 3.  Marke/ng
communica/ons
–
safety,
health
 2 Ad
Council
 •  The
Ad
Council
is
a
private,
non‐profit
organiza/on
that
marshals
 volunteer
talent
from
the
adver/sing
and
communica/ons
industries,
the
 facili/es
of
the
media,
and
the
resources
of
the
business
and
non‐profit
 communi/es
to
deliver
cri/cal
messages
to
the
American
public.
The
Ad
 Council
produces,
distributes
and
promotes
thousands
of
public
service
 campaigns
on
behalf
of
non‐profit
organiza/ons
and
government
agencies
 in
issue
areas
such
as
improving
the
quality
of
life
for
children,
 preventa/ve
health,
educa/on,
community
well
being,
environmental
 preserva/on
and
strengthening
families.
 Ad
Council
 •  1942
–
Public
Service
Adver/sing
 –  Raising
awareness
 –  Inspiring
ac/on
 –  Saving
lives
 The
Internet
 •  The
face
of
the
media
has
changed,
both
print
 and
electronic
 –  24
hour
news
networks
 –  Journalism
vs
entertainment
 –  News
web
sites
are
growing
 –  Drudge
Report
/
Huffington
Post
 –  Fake
News
 •  Jon
Stewart
 •  Stephen
Colbert
 3 ...
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