PR Chapter 9: Social Media and Traditional Media Relations

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media relations

form the backbone for PR practice. Developing and maintaining good relationships with the media are hallmarks of the practice.

media serve as the gatekeeper or filter through which PR people reach the general public and other groups whose support they need

third-party endorsement

when the media publish or broadcast info supplied by organizations, that info seems to convey a sense of legitimacy that the organization may not get from paid advertising

this status, or seal of approval that media coverage confers on an organization's news and information is a third-party endorsement

agenda-setting function of the press

the media's power doesn't lie as much in its ability to slant material one way or another, but rather that editors, reporters, and producers choose to cover one topic over others.

the fact that some news items get published, aired, and talked about while others do not is the agenda-setting function

Douglas Cater said : "the power of the press is its capacity to choose what is news" "the press has the power to select--to decide which events go on page 1 and which events get ignored"

media catching

a method for getting stories in the news media...PR professionals are alerted to journalists' story needs via listservs like ProfNet. Journalists looking for sources and story content can post their requests to thousands of PR people at one time through this.

uncontrolled media

PR practitioners focus on this.

PR people can send news and information to these media, but the media reporters and editors control if and how it will be used.

can control the message they put out from their organizations, but have little control over the amount or content of feedback

newsworthy events possess

Timeliness
Impact
Proximity
Unusualness
Conflict or Controversy

newspaper strengths

-opinion leaders tend to read them
-impact on public interest on important issues
-offers impressive audience size and day in and out
-great local coverage-have more face to spill
-primary means of reaching the public

news wire services

-effectively and economically distribute stories to state, regional, national, and international media
-Associated Press=NYC and 4,100 employees
-PR Newswire helps media reporters by maintaining a news release library or files of past news releases it has distributed for its clients

magazines

-consumer magazines are best for production quality, placement of news near corresponding ads, etc.
-do not make as much use of consumer magazines..rather professional publications
-trade magazines are important because they're read by leaders in each industry.

-influence national or specialized audiences

radio

-stable medium
-more personal, flourishes on conversation
-provides a forum for public debate on many local and national issues
-National Public Radio: because of its vast reach, PR people seeking exposure for their organizations turn to NPR stations with their news

television

-most intimate medium
-around the clock coverage
-impact of visuals
-PR often distribute "Video News Releases"
-best media for reaching large audiences on current news topics, especially those involving conflict

blogs

Web journals people use to converse about a particular subject, viewpoint, or idea
-the interactive nature of blogs makes them an excellent way to reach those in the target audience who are most passionate about the subject
-2 main principles when pitching stories to a blogger: the story is key and relationships matter

news release

the most common type of publicity release
any occurrence within the organization that may have local, regional, or national news value is an opportunity for publicity...so a release is necesary

media kis

packaging news releases in the form of media kits can increase the probability that information will actually be used by an editor
sometimes called a press kit: includes a collection of publicity releases, fact sheets, brochures, photographs

electronic media kits

similar to the conventional media kits except they include VNR's, perhaps a longer version than normal and giving more background material

press conferences, or news conferences

structured opportunities to release news simultaneously to all media. should be used only when the news is important and when interaction is required to promote understanding of complex or controversial topics

satellite press conferences

provide an opportunity for journalists all over to participate in the Q&A via an interactive uplink. useful for breaking news stories with national interest

satellite media tours

provide individual interviews with a guest personality in a remote studio

Really Simple Syndication (RSS)

a technology that lets people distribute and display content for the Web. It provides news or other information that Web site owners can access and place on their sites.
may be used for internal or external communication because it provides a good way for an organization to keep its partners, customers, and employees informed about what's going on in the organization

wiki

an interactive Web site that allows those with security rights to post and change content

intranet

computer-based systems for communicating internally with employees and other insiders

extranet

the same process for reaching such external audiences as investors, customers etc

crisis plan

spells out how the entire organization will respond. a written and rehearsed plan will speed up response time by having all the background info available and by having all crisis response duties assigned

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