Lecture_Notes_MediaI_knowing the media

Lecture_Notes_MediaI_knowing the media - UpdatedMay112006...

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Updated May 11 2006 LECTURE Media Relations I: Knowing & Managing the Media [1] Knowing the Media A Key PR Function PR's role is to manage the interface between the organisation and its wider environment through  communication, and the media is an important channel of communication. It is largely  uncontrollable but a very influential channel. Hence media relations is a key PR function.  Media Publicity An organisation makes itself known to its key publics and builds relationships by publicising itself.  Publicity occurs when information about the organisation is disseminated and when the mass  media is used as the channel of communication.  Organisations need media publicity to: 1. Get exposure; 2. Get the attention of its key publics; 3. Influence opinions and project a good corporate image of itself, and  4. Get support for its policies/plans/products/services. Media - An Important Public Media is an important public and has to be managed properly as it: - gives feedback through the way it reports; - informs (and can misinform too!) the organisation's key publics; - reaches a wide audience and thus is powerful; - is credible as it is an independent source of information, but has its own mind too; - can shape public opinion; - can 'bite' too - through bad media coverage. Is Media Publicity really uncontrollable? The media is largely uncontrollable. But 40 to 70 percent of the news that originates from the  organisation's PR department is the result of deliberate communication plans or events that have  been stage-managed.  Page 1 of 13
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Updated May 11 2006 Through the efforts of public relations practitioners, the media receive a constant flow of free  information. Facts that journalists might not have acquired otherwise become available in packaged  form (for example, the media kit). The reporter or editior can then decide what is newsworthy.  Therefore, the organisation as the originator of the news, can set the agenda, and through careful  management, influence the media on what it reports.  However, media is often considered as “uncontrollable” because, unlike paid Advertising,  organisations cannot dictate what stories to cover and how they should be covered.  The mass media are often seen as fulfilling the vitally important r ô le of  fourth estate , the guardians  of democracy, defenders of the public interest.  The term fourth estate is frequently attributed to the nineteenth century historian Carlyle, though he  himself seems to have attributed it to Edmund Burke: Burke said there were Three Estates in Parliament; but, in the Reporters' Gallery yonder, there sat  a Fourth Estate more important than they all. It is not a figure of speech, or a witty saying; it is a 
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