PR 312 - Chapter 10
Terms
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- newspapers
- remain the workhorse of the public information system
- Instrumental readers
- use newspapers to get information they think will be useful for day to day activity
- Opinion makers
- use newspapers to get advice and guidance for forming and validating opinions
- Pleasure readers
- use newspapers as an enjoyable habit
- Ego boosters
- use newspapers as a source of information for impressing others
- Scanners
- use newspapers for a variety of reason, not a single pattern
- Strengths of newspapers
- no other medium offers comparable audience size and breadth day in day out, or range in depth of content. Most are local, and have intimacy.
- UPI
- United Press international, operates under the principles that it provides an independent coverage of world news that any paper can purchase
- PRN
- Pubic Relations Newswire introduced electronic distribution of news releases. Charges clients to submit news releases
- Benjamin Franklin
- historians generally agree that he originated the concept of a magazine
- True False: Magazines enable communicators to target specific messages to specific aduiences
- true
- the changing magazine market
- from general magazines to specialized publications reflects the nations changing interests.
- Magazines advantages
- Opinion leaders read magazines, young and diverse populations read magazines, they provide more durable information, in depth,
- Radio
- Is a mobile medium suited for mobile people
- Public Service announcements
- on radio and TV - 10, 30, or 60 seconds in length, that promotes programs and serviecs of gov. and voluntary agencies
- Television
- No other medium matches televisions ability to provide a window on the world
- Video News Release (VNR)
- perhaps the most common technique for placing a message on television, however is providing video for news in the form of a VNR
- Satellite Media Tour (SMT)
- has replaced the time-consuming and expensive city hopping that was formerly part of political campaigns
- CATV
- was the first community-antenna television
- Cable Companies
- Offer interactive services such as shopping, banking, information, local and long distance telephone services, and emergency alert connections to police and fire
- DSL (digital subscriber line)
- linke viewers 24 hours a day directly to central computers to retrieve and send information
- Blogs
- a useful tool for practitioners trying to reach Web-Savvy publics
- SEO (Search Engine optimization)
- it involves figuring out how to get an organizations name to come up at the top of search websites such as google.
- interactive communication
- the essence of building and maintaining relationships
- Media gatekeeprs
- journalists, editors, people who decide what Public Relations stories make it to the media
- Authoritarian Media System
- Media are subordinate to the state which controls the press and restricts what they cover... Iraq under saddam
- Communist Media System
- The state controls the media and requires it to espouse and promote marxist ideals and philosophy... China and cuba
- Revolutionary Media System
- often exists in conjunction with authoritarian or communist. Its effort is to spread information suppressed by the state media
- Western Media System
- can be found in any country where the news media are free to report on whatever they wish... within social responsibility
- Developmental Media System
- found in 3rd world countries this media system is free as long as it supports national goals toward development
- True or False: Practitioners cannot conduct media relations abroad the way they do at home
- true
- news embargo
- information is made available to credentialed journalists wiht the understanding that they will not share the information until given permission