COM 259 1st Edition Lecture 11I. External Media and Media Relations Lecture 8 a. external media and media relations i. controlled media 1. media included those in which practitioners have the say over what is said, how it is said, when it is said, and ---- to some extent--- to whom it is said ii. uncontrolled media 1. media are those over which practicioners have no directrole in decision about media content. 2. instead, media gatekeepers decide if it is reported, whatis reported, how it is reported, when it is reported, and to whom it is reported iii. b. newspapers i. Workhorse of the public information system ii. Internationally elite newspapers-include LeMonde, The Statesman 1. New York Times 2. LA Times 3. Washington Post 4. Christian Science iii. Circulation trends – numbers of newspapers lower but circulation is higher iv. 59% of adults read a newspaper daily – 84% are white v. Weeklies and Sunday papers vi. Strengths – breadth and depth and locally produced vii. Website links to newspapers i. wire services and syndicates i. Associated Press (AP)– 1848 1. Cooperative owned by newspapers- has 242 bureaus and 17,000subscribers in 121 countries ii. United Press International (UPI) iii. Newspapers Services iv. PR Newswire v. United Feature Syndicate, King Features, North American Precis Syndicate (NAPS) ii. i. magazines i. 300 magazines launched in 2009 and 31 survived 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.1. More than 19,500 magazines with 322 million subscribers ii. Circulation Giants iii. Trade and Business iv. Professional v. Pitch letters and lead time vi. Freelance writers ii. a. Radio i. Mobile medium for mobile people ii. Average person spends 21 hours each week, half in a vehicle iii. AM/FM – daytimers iv. Talk radio v. Public Service Announcements (PSA) vi. 33 million US listeners over the age of 12 tune in via the Internet b. c. television i. Window on the world ii. In the US roughly 1750 stations-individuals spend close to 8 hours a day withTV and children spend more time with TV than in classroom iii. Typical household receives 104 cable channels iv. Compact and precise information – major story is 4,000 words or less v. Blurred line between objectivity and entertainment vi. Video News Releases (VNR) vii. TV surpassed newspapers as primary news source in 1963 d. e. cable and satellite i. Cable began in the United States in 1948 ii. The carrying capacity of cable and satellite systems is 500 high-definition channels iii. Advertising-supported cable channels now have a greater share of the television audience than do broadcast networks iv. Live round-the-clock coverage of the1986 Challenger disaster, 1991 Gulf War, 2003 Iraq invasion, and September 11, 2001, terrorist attacks made cable a major global news source v. Digital recorders give viewers flexibility as to when they watch programs—“time-shifted viewing.” f. g. New Media- New Challenges i. 113 million blogs in April 2008, with 175,000 new blogs added each day ii. New media empower people in “unmediated conversations”— “social networking”—via sites such as MySpace and Facebook iii. New media empower cyber personalities and experts not available in traditional media on topics ranging from new technology to Hollywood celebrity commentary iv. “Viral campaigns” involve Internet users sharing messages through e-mail, instant messaging and social network postingsh. i. guidelines i. for good media relations 1. Shoot squarely 2. Give service 3. Do not beg or carp 4. Do not ask for “kills” 5. Do not flood the media ii. iii. for Working with the Media 1. Talk from the viewpoint of the public’s interest, not the organization’s 2. Make the news easy to read and use. 3. If you do not want a statement quoted, do not make it 4. State the most important fact at the beginning. 5. Do not argue with a reporter or lose your cool. 6. talk from the viewpoint of the public’s interest, not the organization’s. 7. Make the news easy to read and use. 8. If you do not want a statement quoted, do not make it. 9. State the most important fact at the beginning. Do not argue with a reporter or lose your