Web 2 0 and its characteristics Defining features of radio portable supplemental Web 2 0 Applications allow data to be uploaded to universal specialized and downloaded from sources Flash Java 1 Portable Interactive with dynamic site content with other 2 Supplemental One channel communication users Effects auditory and genres Collaborative Information sorting ranking editing 3 Universal Almost everyone has access to radio The effects and negatives of social media 4 Specialized Focuses of particular demographics 1 Incorporated into traditional media Characteristics of early films shown in 2 Alters perceptions of entertainment nickelodeons 3 Used in news gathering Most resemble plays no editing Films get longer and 4 Commercialized monetized tell stories Negative 1 Interference with work 2 Loss of Privacy Features of film as a medium Characteristics of broadcast and cable satellite TV and the difference between the two 3 Unintended Consequences Characteristics of Broadcast 4 Cyberbullying Commericial Derived from selling ad time Defining features of the news in U S culture Noncommerical Income from other sources 1 Diverse Content providing as surveillance typically public funding grants donations function at multiple levels Characteristics of Non Broadcast 2 Conveniently packaged and organized 1 Some additional equipment necessary 3 Local 4 Provide a historical record 5 Serve a watchdog role 6 Timely Defining features of magazines 1 Often printed on better paper with better material 2 Timely but less so than newspapers 3 4 Specialized Audiences In tune with current trends 2 Costs extra especially for cable satellite 3 Diverse content for niche audiences Lecture 14 Know the Authoritarian Libertarian and Social Responsibility theories of the press Authoritarian Ruling elite should guide the masses for their own good promotes restriction and censoring of the press Libertarian Humans are capable of making rational 2 Soft News Intended to arouse audience interest decisions and have a right to hear all sides of every and keep the watching issue Promotes a press free from regulation 3 Investigative Reporting In depth information Social Responsibility The press has the right to gathering often to uncover details of great criticize but has responsibility to preserve democracy importance Press expected to give info in the interest of society Know about news aggregators and digital native Know the different qualities of news news sources Timeliness News must be new With increasing Aggregators technology and changing formats what is considered Know what is meant by hyperlocal news new is changing to be more and more immediate Know about converged journalists backpack Proximity News should be of relevant interest to the journalists and mobile journalists local area Know about wire services and the Associated Prominence News should contain info about Press important well known or powerful people Wire Services 90 of American news outlets Consequence News of consequence affects or newspapers and local tv stations depend on news interests many people wire services for their international and national Human Interest Stories that arouse emotional news Process also works in reverse response empathy and or intrigue Know the consequences we discussed of news Lecture 15 being driven by profits Know what PR people do Investigative Reporting costs more money News outlet owners have particular political or 2 Communicate with various publics Publics economic interests Internal employees unions stockholders External Covering live events can be cheaper so organizations consumers governments productions distributions often plan events during TV broadcast periods communities mass media morning news or evening news times Know the three different categories of news we Know the difference between external and discussed internal when we are discussing Public Relations 1 Hard News Just the important facts what s going External consumers governments productions on who s involved distributions communities mass media Internal Employees unions stockholders 1 3 Know the stages of the typical PR campaign Internal At work on an issue on short notice In depth 1 Information Gathering Gathering and analyzing knowledge of company Well versed in history of data from records internal or external polling company and pasts campaigns and other research Analyzing how well PR External More objective Fresh Ideas Possibly more campaigns performed and what still needs to be services offered But more expensive done reevaluating the data 1 Creative Services ideas press releases media 2 Planning Strategic long term general goals 2 Research surveys focus groups data Tactical specific short term tasks needed to 3 Publicity Marketing merchandising and sales achieve long term goals PR Management by promotion Objectives MBO clear measurable goals in 4 Accounts overseeing coordinating relations with planning clients 3 Communication Messages and types of media for 5 Administration day to day internal relations and those messages chosen Tailored for situation and business functions taking into account the strengths weaknesses of each medium Often mass combined with social Lecture 16 media and interpersonal Know about the Integrated Marketing 4 Evaluation How well are PR efforts working Are Communications perspective goals being met Easier to measure against clear Proposes PR and marketing should be coordinated goals together Know the impact of the digital age and social Know some things that can still typically media on PR both positive and negative distinguish advertising from PR Sending A variety of tools for producing and PR uses advertising to get its messages across and PR distributing messages ways to spread a campaign and also sometimes serves a secondary purpose of helping bring more viewers market a product Feedback Early response to organization s actions Know the five functions of advertising Gauge response to particular campaigns Frequent 1 Marketing Aid the selling of goods and services Feedback 2 Educational Tell people about new good services Know the different types of PR organizations that or changes to old ones might be used internal department vs external 3 Economic Enables business competition which PR firm encourages product improvements and price shifts 4 Reach Reduces cost of selling distribution Subscription based ad free services 5 Social Shapes our culture whether or not it DVR time shifting increase productivity as our