Chapter 9 part 1

Chapter 9 part 1 - Media
as
a
Public
...

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Unformatted text preview: Media
as
a
Public
 Chapter
9


 •  Media
Rela/ons/Print
&Broadcast
 –  Print
 –  Broadcast
 Public
–

 Is
a
group
of
people
with
a
stake
in
an
issue,

 organiza/on,
or
idea.
 Types
of
Publics
 •  •  •  •  •  Internal
 External
 Primary
 Secondary
 Marginal
 •  •  •  •  •  Tradi/onal
 Future
 Proponents
 Opponents
 UncommiLed
 The
Media
as
a
Public
 The
Media
 •  External
 •  Primary
 •  Tradi/onal
 •  UncommiLed
 –  Proponents
 –  Opponents
 Specific
Publics
 •  •  •  •  •  Employees
 Unions
 Dealers
 Suppliers
 Stockholders
 •  •  •  •  •  The
media
 Customers
 Special
Interest
Groups
 The
community
 Legislators
 The
Media
as
a
Public
 The
Media
–

 •  Print
(
#
1
medium
for
public
rela/ons)
 •  Electronic
 –  Television
 –  Radio
 –  Internet
 1 Print
Media
Rela/ons
 •  •  •  •  •  1,772
daily
newspapers,
55
million
circula/on
 Total
daily
readership
104
million
 Sunday
readership
115
million
 17,321
magazines
 The
Internet
?????????
 –  100
million
?
 •  •  •  •  •  USAToday
 Wall
Street
Journal
 New
York
Times
 Los
Angeles
Times
 Washington
Post
 –  The
State


(#98)
 Top
U.S.
Magazines
 •  •  •  •  •  •  •  100
Top
Daily
Newspapers
 AARP
The
Magazine
 AARP
The
Bulle/n
 Rider’s
Digest
 BeLer
Homes
and
Garden
 Na/onal
Geographic
 Good
Housekeeping
 People

(11th)
 Public
Rela/ons
 Public
Rela/ons
–

 Is
a
planned
process
to
influence
public
 opinion,
through
sound
character
and

 proper
performance,
based
on
mutually

 sa/sfactory
two‐way
communica/on.
 Print
Media
Rela/ons
 Key
Terms:
 •  Public
Rela/ons
 •  Publicity
 •  Adver/sing
 •  Press
Agentry
 Public
Rela/ons

 •  The
management
of
communica/on
between
 an
organiza/on
and
it’s
publics.
 2 Publicity
 Third
Party
Endorsement
 •  Refers
to
support
given
a
product
by
a
 newspaper,
magazine
or
broadcaster
who
 men/ons
the
product
as
news
 •  News
is
considered
as
objec/ve,
impar/al
 •  Adver/sing
is
paid
for
by
a
clearly
 nonobjec/ve
sponsor
 Adver/sing
 Adver/sing
–

 Is
paid
space
and
broadcast
/me.
 3 Value
of
Publicity
 •  •  •  •  •  •  Announcing
a
new
product
or
service
 Reenergizing
an
old
product
 Explaining
a
complex
product
 LiLle
or
no
budget
 Enhancing
the
organiza/on’s
reputa/on
 Crisis
response
 Press
Agentry
 Press
Agentry
–

 Is
crea/ng
newsworthy
stories
and
events
to
 aLract
media
aLen/on
and
to
gain
public

 no/ce.
 Publicity
 Four
specific
ways
to
generate
publicity.
 •  News
release
 •  A
discussion
 •  News
conference
 •  Psuedoevent
 Pseudoevent
 Pseudoevent
–

 Ac/vi/es
created
for
the
sole
purpose
of
 genera/ng
publicity.
 News
Release
 News
Release
–

 Is
a
formal
statement
from
an
organiza/on,
in
 ready
to
publish
form,
which
is
used
to
inform
 the
media
of
any
informa/on
that
could

 warrant
coverage
by
the
media.
 News
Release
–

 •  An
objec/ve,
unbiased
news
story
 •  Informa/on
about
a
company
or
organiza/on
 4 News
Release
–

 Is
the
most
basic
and
widely
used
tool
for
 publicity
purposes,
is
uncontrolled

 informa/on,
where
the
media
has
total

 Control
over
content,
style,
/ming,
and

 placement
of
the
informa/on
 Types
of
News
Releases
 •  Publicity
 •  Product
 •  Financial
 Publicity
News
Release
 •  Covers
any
informa/on
within
an
organiza/on
 that
could
have
news
value
to
local,
state,
or
 na/onal
media;
includes
such
items
as
 personnel
changes,
changes
in
business
 procedures,
special
events,
announcements,
 response
situa/ons

 Product
News
Release
 •  Covers
any
informa/on
about
specific
 products
or
product
lines
and
can
be
about
 the
product
itself,
consumer
use
of
the
 product,
or
a
par/cular
business
or
marke/ng
 angle;
includes
such
items
as
product
 announcements,
changes
in
the
product,
 product
updates,
product
recalls,
produc/on
 reports,
and
product
sales

 Financial
News
release
 •  Covers
topics
of
importance
to
shareholders
 and
the
financial
media
and
usually
covers
 sales
and
earnings
reports;
includes
such
 items
as
quarterly
financial
reports,
 announcements
of
when
financial
reports
 will
be
available
and
investor
conference
 calls,
pricing
announcements,
dividend
 announcements,
and
special
financial
 maLers
of
importance
to
investors
and
 analysts.

 5 Distribu/on
Services
 •  PRNewsire
 •  Business
Wire
 Discussions
 •  Interviews
 •  Reac/ng
to
inquiries
 •  One
to
one
communica/on
 Dealing
With
the
Media
 The
rela/onship
between
the
media
and
the

 establishment
–
that
is
public
rela/ons
people
 –
should
be
one
of
“friendly
adversaries”

 rather
than
of
biLer
enemies.
 News
Conference
 News
(Press)
Conferences
–

 The
convening
of
the
media
for
a
specific

 purpose.
 Dealing
With
the
Media
 News
Conference
 •  •  •  •  •  •  Don’t
play
favorites
 No/fy
in
advance
 Follow
up
invita/ons
 Schedule
in
midmorning
 Adequate
facility
 State
ending
/me

 •  •  •  •  •  Keep
speaker
away
 Prepare
materials
 Remember
TV
 Note
ending
 Cue
reinforcements
 12
Principles
 •  •  •  •  •  •  A
reporter
is
a
reporter
 You
are
the
organiza/on
 There
is
no
standard
issue
reporter
 Treat
journalists
professionally
 Don’t
sweat
the
skep/cism
 Don’t
buy
a
journalist
 6 Pitching
Publicity
 •  •  •  •  •  •  Become
a
trusted
source
 Talk
when
not
selling
 Don’t
expect
news
agreement
 Don’t
cop
a
‘tude
 Never
lie
 Read
the
paper
 •  Know
deadlines
 •  Write
not
call
 •  Direct
a
release
to
a
specific
 person
 •  How
to
contact?
 •  Don’t
badger
 •  Use
exclusives
but
be
 careful
 •  Do
your
own
calling
 •  Don’t
send
clips
of
other
 stories
 •  Develop
a
rela/onship
 •  Never
lie
 News
Conference
 •  Rela/onship
with
media
 •  Arrangements
 •  Media
circus
 7 ...
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This note was uploaded on 06/13/2011 for the course JOUR 328 taught by Professor Klipstine during the Fall '10 term at South Carolina.

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