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13 Cards in this Set
- Front
- Back
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framing |
focuses on how an issue orevent is covered -framing has been described as ‘second-level agendasetting’ |
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Agenda Setting |
focuses on what issues or events are covered. |
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what is Agenda Setting about? |
agenda-setting is all aboutcreating public awareness and getting important issues seen, heard, read (andultimately believed) in the mass media. |
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Gatekeepers: |
The people in the newsroom who determine what news is used. |
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There are two ways in which the media relations professional can fulfil the role of information provider |
• Proactively (without mediaprompting)
• Reactively (following a mediaprompt) |
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Democracy: |
is a system of government in which the citizens electrepresentatives from among themselves to form a governing body, such as aparliament. |
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Free speech |
balanced by laws that relate to defamation, contempt of court, privacy of information, national security and so on. |
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Process Models: |
RACE ROPE |
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RACE |
R ResearchA ActionC CommunicationE Evaluation |
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ROPE |
R ResearchO ObjectivesP PerformanceE Evaluation |
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RESEARCH |
collecting information obtained from your client as well as from other resources such as existing media clippings/coverage, annual reports, organisational collateral such as brochures, and searches for similar campaigns that may assist your planning process. |
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Controlled media: |
• Controlled media: advertorial |
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Uncontrolled media: |
• media release distribution, story pitching, media conferences and one-on-one interviews with targeted media organisations. |
