UT Knoxville PBRL 270 - Publicity Through Mass Media (2 pages)

Previewing page 1 of 2 page document View the full content.
View Full Document

Publicity Through Mass Media



Previewing page 1 of actual document.

View the full content.
View Full Document
View Full Document

Publicity Through Mass Media

392 views

Discussing how journalists and public relations practitioners get publicity through mass media.


Lecture number:
22
Pages:
2
Type:
Lecture Note
School:
University of Tennessee
Course:
Pbrl 270 - Public Relations Principles
Edition:
1

Unformatted text preview:

PBRL 270 1st Edition Lecture 22 Outline of Last Lecture I Internet Users II The Digital Divide III New Media v Traditional Mass Media IV Citizen Journalism V Maintaining a website Outline of Current Lecture I Publicity II Public Relations and the Media III What is a journalist s job IV What is your job as a PR Professional V News Releases VI What makes a story newsworthy Current Lecture I Publicity Information placed in the media at no cost by an outside source because the information has news value It is an uncontrolled method of placing messages in the media What is an example of a controlled method Any paid advertisements II Public Relations and the Media Media are an important publics Contact can be initiated by either party Releases are most commonly used public relations tactic A single story can serve many outlets if properly crafted and pitched III What is a journalist s job To report the news objectively To present multiple sides of the story or multiple perspectives To provide context and elaboration To serve as a watchdog function To be accurate To be fast Jobs is NOT to sell your product or present your message IV What is your job as a PR professional 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 Represent and advocate for your client Recognize a good story based on news value Pitch the story effectively Be fast and responsive Be honest and accurate Be a resource to reporters Accept that the story is not in your control Accept rejection gracefully and move on V News Releases The most common PR tactic but not always the best o Newspaper readership is declining o Newspapers are getting smaller o Only a small segment of the populations reads newspapers A good release o Starts with most important information and ends with least important information inverted pyramid if it is a hard news story Hard news breaking news Soft news human interest feature



View Full Document

Access the best Study Guides, Lecture Notes and Practice Exams

Loading Unlocking...
Login

Join to view Publicity Through Mass Media and access 3M+ class-specific study document.

or
We will never post anything without your permission.
Don't have an account?
Sign Up

Join to view Publicity Through Mass Media and access 3M+ class-specific study document.

or

By creating an account you agree to our Privacy Policy and Terms Of Use

Already a member?