ADPR 3850 1nd Edition Lecture 18 Outline of Previous LectureOutline of Current LectureI. Social, Print, Digital Media LectureWhat makes for a good news story?- Proximity: local newspapers want to cover local events.- Consequences/impact: even small newspapers cover major national headlines.- Conflict: it is inherent in journalism. Conflict has to be present in journalistic writing.- Timeliness- Novelty: what is rare as opposed to what is a common daily event. Strengths/Characteristics of Print Media1. Information-seeking elite2. Can target at varying levels - the story doesn’t have to play across in every newspaper if it is only relevant in onearea. 3. Permanent, lasting record - unlike television or digital media, you can refer back to the print on paper or on power points, etc. Words and verbal conversation over print form.4. Mobile - they can be read on phones, computers, can be held in your hand5. Considered most credible - print media is trusted more. 6. It is a slow medium. News Releases1. Most common tactic.2. Dissemination of information to mass media3. News releases are the key sources for a large percentage of newspaper articles.Publicity Photosoften accompany news releases to make a story more appealing.they draw attention and are perceived as important.make photos appealing to gatekeepers. It’s important to consider subject, quality, composition, context, action, scale,resolution.Media Advisories and Fact Sheets 1. Media advisories or “alerts” are memos to let the press know about something they may want to cover. 2. Fact sheets provide more detail and background.The 5 Ws and How of an event.Certain pertinent information about an organization and its products/services.RADIO/TELEVISIONPSAs- An unpaid announcement that promotes the programs of government or voluntary agencies or that serves the public interest.These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- To inform the public about such topics as health issues or upcoming civic events.VNRS- Produced in a format that television stations can easily use or edit based on their needs.- Expensive to create if done well (meaning they look EXACTLY like a real news clip)- Have great potential for reaching large audiences - Often come across as unbiased news. Strengths/Characteristics of Radio- Best medium for urgent messages. Works faster than print. - Flexible in terms of doesn’t have to be scheduled months in advance.- Mobile- Low cost.- Radio is now everywhere. Strengths/Characteristics of TV- 1,5000 broadcasting stations- average family watches 7 hours/day- 56 million homes are fired for cable.- Television has a high reachPersonal Appearances and Product Placements- Talk shows and magazine shows (shows like 60 minutes)- Booking a guest. The guest must have an appealing personality, be knowledgeable, and give short and concise answers. this is not done without PR. - Product Placement - finding a way to have your brand represented in highly viewed situations.Internet- first medium that allows almost anyone to send messages to a mass audience without the message being filtered by journalists and editors.- Embrace of the Internet has taken less time than the growth of any other mass medium in history.Mediasphere —> traditional mediums like NY times, newspapers, etc. Top-down (its hiearchcical), expensive, controlled by gatekeepers, one-way communication. Takes experience.Blogosphere —> These are the new web forms of communication (blogs, social media, etc.) It’s opposite, it is not top-down and is more horizontal. Anyone with internet has the power to become a citizen journalist and share their views and opinions. Inexpensive, news channels, mobile and two-way communication.Attractive characteristics of the internet for PR professionals- easy updating of material- interactivity - can share information and see if there is agreement- access to the depth of information- an infinite amount of space for information- cost-effective- ability to reach niche markets - one-to-one marketing- information is available on a 24/7 basis.Social Media- shift from vertical to horizontal communications- Unorganized, uncontrolled, not necessarily on message.- can support or destroy a reputation- PR needs to be more focused on listening to and facilitating conversations.- Is casual, less sanitized, accepted with less cynicism. - Blogs- The first widespread application of social media- blogs have become mainstream sites in terms of both their numbers and their influence Blogs That Matter to PR:- Corporate or Organizational Blogs- Are usually written by an executive and represent the official voice of the organization.- Provide opportunity for audience feedback- Use to convey transparency and provide timely and relevant information about the organization.- Employee blogs- Used primarily to promote engagement and slow expertise. - Third Party Blogs- killercoke.org for example.- Organizations must monitor and respond to the postings on other blog sites. Facebook- most popular- organizations establish a presence here to monitor audience engagement and consumer involvement.- Pr materials need to be low-key and creative for these sites.- Humor/clips/music/contests - any ways to connect. Twitter- second most popular- distribute late breaking news, refute viral rumors, etc.- marketing/promotional purposes with # YouTube- premier site for posting and viewing videos.- Today’s organizations are involved in posting video clips.- Clips should be creative, interesting, and somewhat