ADPR 3850 1nd Edition Lecture 18 Outline of Previous Lecture Outline of Current Lecture I Social Print Digital Media Lecture What 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 Media 1 Information seeking elite 2 Can target at varying levels the story doesn t have to play across in every newspaper if it is only relevant in one area 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 hand 5 Considered most credible print media is trusted more 6 It is a slow medium News Releases 1 Most common tactic 2 Dissemination of information to mass media 3 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 TELEVISION PSAs 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 reach Personal 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 humorous