02b Newsvalues_441-1

02b Newsvalues_441-1 - Public Relations: the News Media and...

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Click to edit Master subtitle style Public Relations: the News Media and News Values
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Media Relations: An Overview w Job 1: Establish positive relations between an organization and its various publics w Reaches both wide and specific audiences w Changing nature of news: Major outlets less credible More 24-7 coverage (Internet and Cable) More media = more challenges, opportunities
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PR as Image Building : w Controlled information Advertising, house publications, brochures, PSAs w Uncontrolled information Once it leaves your hands, it is at the mercy of the media Riskier, but less expensive, more credible
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Tools of PR writing : w News releases w Backgrounders w PSAs w Advertising w Articles and Editorials w Brochures and Pamphlets w Reports w Speeches w The Internet
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The Goal: w Utilize the right tool to enact the chosen PR objective w The challenge is to balance information objectives with the nature of news…
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What is News? w
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This note was uploaded on 07/14/2011 for the course ISC 441 taught by Professor Hutchinson during the Spring '11 term at Kentucky.

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02b Newsvalues_441-1 - Public Relations: the News Media and...

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