DOWNLOAD PDF 5]. MODULE V : MEDIA AND PUBLIC RELATIONS

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1 Chapter 1 : Media relations - Wikipedia Promotional strategy is the plan for using the elements of promotionâ advertising, public relations, sales promotion, personal selling, and social mediaâ to meet the firm's overall objectives and marketing goals. This includes information such as press releases, advertisements and videos of related news events. An advantage of using information subsidies is that they can decrease or eliminate the need for completing additional research on the part of the media. Subsidies can be a good source of information for the media, however, it is important that the media vet the source for accuracy and bias. A study completed in estimated that nearly half of the information reported in newspapers came from information subsidies. Yet another survey suggested that most of the information received by journalists is never published. Trust in the source and content of the data are the criteria journalists use when determining whether or not they will use the material provided. Both parties aim to share information with the public. This information is intended to benefit the public by educating them on news and other events. Because PR practitioners are usually focused on a client, some would argue that they are biased or attempt to sway public opinion. The media is constantly looking for a new story. PR practitioners are a good, reliable place for the media to go to for newsworthy events. They often provide newsworthy or public service data, which can save the media the time required to complete their own research and sourcing. Trust is a critical component between the media and PR practitioners and it must be present for their to be a successful working relationship. It has been said that part of the problem between journalists and PR Practitioners is the perception that PR Specialists have not been good at providing journalists with newsworthy material. Journalists should express their thoughts and concerns to these PR Specialists to allow for better communication and improvement of the type and quality of news data. As with any relationship, both parties must be committed to working together to achieve success. It is now more important than ever for Public Relations Practitioners to provide honest, truthful, and accurate information to the media. It is equally important that journalists themselves authenticate information that they have been given. There is much pressure for a Public Relations Practitioner to embellish the truth for their client to make news appear better than it really is. PR Practitioners could help the communication process by providing more detail about specific news. For example, if a client calls the recall of a product, the reason for the recall should be thoroughly explained. The pressure for a PR Practitioner can be great because of the need to work with multiple entities in order to produce their information. Having a basis for their personal and professional ethics will go a long way in helping a PR Practitioner. This basis should include considering the interests of themselves, the media, and the entity they are representing. Respect for those involved and social responsibility should also be an inherent part of ethics. Another approach to ethics is based on virtue. This includes learning from others, being prepared to take risks, and practicing complete honesty in their reporting. Page 1

2 Chapter 2 : Public Relations New Mexico V Media Media relations and public relations are often terms used interchangeably. Contrary to popular belief, the two are not the same. Media relations accomplishes one goal, and public relations. Media Relations Media relations and public relations are often terms used interchangeably. Contrary to popular belief, the two are not the same. Media relations accomplishes one goal, and public relations accomplishes another. Public Relations Public relations is the act of connecting and communicating through all the various relationships that a business or organization may have formed with the public. A good public relations strategy can not only help a company understand its customers and provide meaningful solutions, but track those results and often forecast outcomes for future circumstances. PR can affect community behavior â sometimes even more so than advertising. Both traditional media and certainly now the Internet are utilized to communicate the appropriate message. The media can be newspapers, radio, television and the internet. A company may need only one person to work with the media or choose to hire a team depending on the amount of information that has to be controlled. This can be accomplished internally or an external agency can get the job done. Media relation specialists usually connect with the media world on a daily basis. These professionals work to develop and design media plans that can become a blueprint for what the company hopes to accomplish at the local, national or international level. Business strategies are designed to manage and create positive perceptions of the company. As an effective media relations specialist it is essential to work with and not against the media. Developing a strong relationship with journalists, bloggers and content writers who may be eager to hear what you have to say, can provide your client with invaluable access to the public. While an invisible line is drawn between public relations and media relations, professionals in both fields have to be experts in mass communication to be successful. Trending information has to be anticipated and understood well in advance. And it has to be quickly accessed. Everything has to be carried out in a way that places your company in a positive light. Extensive knowledge of the Internet and social media are additional tools to own. Although this is a brief look at the PR and Media Relations conversation, we would like you to leave your thoughts in the comments section below. How do you differ between Media Relations and PR? PR News For You: Page 2

3 Chapter 3 : Public relations - Wikipedia Purpose: This module will enable students to understand the relationship between media relations and public relations. Students will learn how to use the media as a vehicle for creating and nourishing stakeholder relations. Tactics[ edit ] Public relations professionals present the face of an organization or individual, usually to articulate its objectives and official views on issues of relevance, primarily to the media. Public relations contributes to the way an organization is perceived by influencing the media and maintaining relationships with stakeholders. Within each discipline, typical activities include publicity events, speaking opportunities, press releases, newsletters, blogs, social media, press kits, and outbound communication to members of the press. Audience targeting[ edit ] A fundamental technique used in public relations is to identify the target audience and to tailor messages to be relevant to each audience. These messages however should be relevant to each other, thus creating a consistency to the overall message and theme. Audience targeting tactics are important for public relations practitioners because they face all kinds of problems: For example, if a charity commissions a public relations agency to create an advertising campaign to raise money to find a cure for a disease, the charity and the people with the disease are stakeholders, but the audience is anyone who is likely to donate money. Public relations experts possess deep skills in media relations, market positioning, and branding. They are powerful agents that help clients deliver clear, unambiguous information to a target audience that matters to them. The Publics in Public Relations are: Groups with which you have an on-going and long term relationship with, this may include; Employees, Media, Governments, Investors, and Customers [37] -Non-Traditional Publics: Groups that are typically unfamiliar with your organization and you have not had a relationship with but may become traditional publics due to changes in the organization, in society or if a group changing event occurs. A group of members who are aware of the existence of a commonality of values or interests with your organization, but have not organized or attempted to respond to that commonality. Any public that helps you send a message to another public, could be the media or someone with stature. This publics would include media, employees, government, shareholder, financial institutions, and the immediate community. Have high interest in the company such as the primary publics but will not be directly affected by decisions of the organization. People within your organization [37] -External Publics: People outside of your organization [37] -Domestic Publics: Those within your country [37] -International Publics: Those outside of your country and when communicating with this publics you must be weary of that areas culture, beliefs, values, ethic, and other valuable cultural difference as to not offend anyone. Messaging aims to avoid having readers receive contradictory or confusing information that will instill doubt in their purchasing choices, or other decisions that affect the company. Brands aim to have the same problem statement, industry viewpoint, or brand perception shared across sources and media. Social media marketing[ edit ] Main article: Digital marketing Digital marketing is the use of Internet tools and technologies such as search engines, Web 2. Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and communicate directly with the public, customers and prospects. PR practitioners have always relied on the media such as TV, radio, and magazines, to promote their ideas and messages tailored specifically to a target audience. Social media marketing is not only a new way to achieve that goal, it is also a continuation of a strategy that existed for decades. For instance, cellphones are no longer just devices we use to talk to one another. They are also used for online shopping, dating, learning and getting the most up to date news around the world. The Public Relations Society of America, which has been developing PR strategies since, identified 5 steps to measure online public relations effectiveness. Measure the number of people who engaged with an item social shares, likes and comments. Measure the number of people who may have viewed an item. Measure any content blog posts, articles, etc. Measure how many online items mention the brand, organization, or product. Measure how far the PR campaign managed to penetrate overall and in terms of a particular audience. This dual obligation gave rise to heated debates among scholars of the discipline and practitioners over its fundamental values. This conflict represents the main ethical predicament of public relations. They seek more influence over marketing and Page 3

4 more of a counseling and policy-making role. On the other hand, marketing people are increasingly interested in incorporating publicity as a tool within the realm marketing. Serving the public interest by acting as responsible advocates for the clientele. This can occur by displaying the marketplace of ideas, facts, and viewpoints to aid informed public debate. Standing by the truth and accuracy of all facts in the case and advancing those statements to the public. To become and stay informed of the specialized knowledge needed in the field of Public Relations. Taking that knowledge and improving the field through development, research, and education. Meanwhile professionals also build their understanding, credibility, and relationships to understand various audiences and industries. Provide unbiased work to those that are represented while being accountable for all actions. Stay devoted to your client while remembering you have a duty to still serve the public interest. Honorably conduct business with any and all clients, employers, competitors, peers, vendors, media, and general public. Respecting all opinions and right of free expression. Spin public relations Spin has been interpreted historically to mean overt deceit that is meant to manipulate the public, but since the s has shifted to describing a "polishing of the truth. A Social History of Spin, he argues that public relations can be a real menace to democracy as it renders the public discourse powerless. Corporations are able to hire public relations professionals and transmit their messages through the media channels and exercise a huge amount of influence upon the individual who is defenseless against such a powerful force. He claims that public relations is a weapon for capitalist deception and the best way to resist is to become media literate and use critical thinking when interpreting the various mediated messages. Another spin technique involves careful choice of timing in the release of certain news so it can take advantage of prominent events in the news. DPR may rely on IT security, industrial espionage, social engineering, and competitive intelligence. Common techniques include using dirty secrets from the target, producing misleading facts to fool a competitor. Public relations are frequently just recycled information used by a plethora of sources, thus giving way to minimal perspectives regarding events. However, in practice, it is impossible for one to study all variables and approaches of a particular question and come to a conclusion without any external influence. They create a fake grass-roots movement by giving the appearance of a trusted organization that serves the public, when they actually serve their sponsors. Politicians also employ public relations professionals to help project their views, policies, and even personalities to their best advantages. Page 4

5 Chapter 4 : 5 differences between in-house and agency PR Articles Home Module 5: Effective Use of Social Media You'll start this module with an introduction to social media platforms and then dig deeper to know which one to use for which audience. Facebook, Twitter, Instagram, and others will be explored. What is the difference? By Paige Hawin Posted: Both qualify in building relationships with the public and implementing strategies and campaigns, but their methods and goals differ. Public affairs relates to matters that concern the public directly. This could include legislation, policing, and public administration, as well as other elements. PR firms could enhance and strengthen that relationship by implementing marketing and campaigning policies or through press releases. PR is often regarded as an extension of the advertising department. Messaging tends to be less commercial and short-term in the world of public affairs. This is because organizations are homing in on local issues, including matters between the public and a legislative body. There is great importance in building strong and trusting relations between the organization and the community. What it seeks is support against its detractors. The goal is to build alliances with the communityâ through campaigning, for example. The work by public affairs firms should encourage community involvement. Letters of support and passages in newspapers can be expected. The organization is vying for a positive image to spread through the active community or to a particular target audience. Public relations is commercialization and homing in on the link between the organization and the public. This job requires creativity and the ability to come up with original ideas. Social media and the press play important parts in messaging and in conveying a positive image of the organization to its target audience. A clear decision must be made on what your goal is and how you want to achieve it. Paige Hawin has worked for several organizations in the fields of public affairs and communications. She currently works with international consultancy Interel and is focusing more of her time on association management. Chapter 5 : Public affairs vs. public relations: What is the difference? Articles Home The show has offered many parallels to PR, including public relations pointers and client lessons. One additional parallel is the differences between working on communications campaigns in an agency versus within a company. Chapter 6 : Public Relations Vs. Media Relations - What's the Difference? Public relations is the management function that establishes and maintains mutually beneficial events to attract media attention and gain public notice. Chapter 7 : VB Public Relations - Media Relations, Crisis Communications, Media Relations is an aspect of public relations. The terms are not interchangeable as media relations focuses solely on the relationship between the company and the media. They use different media outlets and coverage to tell the company's story, rather than directly engaging with the publics and key stakeholders. Page 5