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Media and Public Relations II

Media and Public Relations II. Introduction to Public Relations School of Speech Communication James Madison University Dr. Michael Smilowitz. What to expect. Discuss the guidelines for selecting particular media. Describe PSAs. Provide some guidelines for dealing with the media.

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Media and Public Relations II

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  1. Media and Public Relations II Introduction to Public Relations School of Speech Communication James Madison University Dr. Michael Smilowitz

  2. What to expect • Discuss the guidelines for selecting particular media. • Describe PSAs. • Provide some guidelines for dealing with the media.

  3. Selecting Media • To maximize outcomes, professional communicators consider the advantages and disadvantages of media choices. • Identifying the geographics, demographics, and psychographics for the available media is the first step.

  4. Advantages Ready outlets for news (if editors consider the information as “newsworthy”). Among newspaper readers, regarded as a credible sources of information. Provide coverage much quicker than other printed media. Disadvantages Less effective in reaching younger audiences. Article may be lost as many people do not read the entire paper. Yesterday’s newspaper is “old news.” Newspapers

  5. Advantages Read by more narrowly defined audiences than newspapers. Remain in the home or office for longer periods of time. Provide opportunities for more interesting visuals. Disadvantages Much longer production periods (lead times) not suited to “news breaking.” Smaller audiences regarded more careful targeting. Greater competition for space. Magazines

  6. Advantages More flexibility than other mediums. Targeted at special audiences. Better opportunities for younger audiences. Better opportunities for localized distributions. Disadvantages No shelf life. No opportunity for visual displays. Audience may have radio on, but not be listening. Subject to “button pushing.” Radio

  7. Advantages Strongest emotional impact of any of the mediums. Best opportunities for reaching wide audiences. Provides for visual imaging. Disadvantages Stiffest competition for coverage. Longer lead times than radio. Prone to sensationalism. Subject to personalities of commentators. Television

  8. Media Usage First Choice News and Information Sources:Influencers vs. General Population Source: USC Annenberg Strategic Public Relations Center, 2008. Media Usage Survey: Media Myths and Realities

  9. Channel Credibility Mean Credibility Scores by Channel/Medium Source: Kiousis, S. (2001). Public trust or mistrust? Perceptions of media credibility in the information age. Mass Communication & Society, 4,4.

  10. Channel Credibility Percentage of Low, Moderate, and High Credibility Evaluations by Channel/Medium: Source: Kiousis, S. (2001). Public trust or mistrust? Perceptions of media credibility in the information age. Mass Communication & Society, 4,4.

  11. PSAs Public Service Announcements are a good vehicle for disseminating information about worthy causes. • The Ad Council developed from the War Advertising Council of WW II. • The council is funded by advertising agencies, and the media provide free space. • PSAs generally do not appear in the best “slots,” but opportunities are improving.

  12. Releasing Information Smart professionals check with the manage-ment team before releasing information to the media, especially for: • Financial data • New product announcements • Mergers, acquisitions, joint ventures • Litigation issues, liability issues • Employee relations

  13. Very general guidelines for media releases • Although there are many individuals that cherish journalistic integrity, media owners see their ventures to be in the entertainment business. • “It ain’t news if it ain’t interesting.” • Editors and producers are rushed for time … be certain your releases get to the point quickly. • The easier it is to turn your release into an article or program element, the greater the likelihood of its coverage. • Learn and follow closely the standard style for media releases and media kits.

  14. Guidelines for Media Relations Cutlip, Center and Broom offer the following advice: • Shoot squarely. • Honesty is the best policy. • Credibility and trust must be earned over time. • Give service. • Provide newsworthy, interesting, timely stories. • Adhere to lead times. • Do not beg or carp. • Don’t complain about coverage. • Don’t tell the journalist how to write the story.

  15. Guidelines for Media Relations Cutlip, Center and Broom offer the following advice: • Do not ask for kills. • To ask to suppress a story is insulting to a journalist, and seen as an abuse of the 1st amendment. • “The way to keep unfavorable stories out of the press is to prevent situations that produce such stories.” • It is appropriate to ask for a delay … if it can be demonstrated to be in the public’s best interest. • It is appropriate to ask for a correction if the facts were not correctly reported.

  16. Guidelines for Media Relations Cutlip, Center and Broom offer the following advice: • Do not flood the media. • Send releases to the right journalist or editor, of the right section, of the right media. • Keep distribution lists current.

  17. Media and Public Relations Write Well!

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