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14 Cards in this Set
- Front
- Back
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Media Conference |
Journalists are invited to an event in order to release info about a product or service. - Must ensure correct reporters invited eg tech reporters to tech conference |
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Media Skills |
Skills used in Media Relations - involves compiling and distributing information to the media in order to gain editorial coverage |
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Media Relations |
All dealings with the media - generally as part of a planned programme in order to advance an organisation's agenda |
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Public Relations |
A strategic communications process that builds mutually beneficial relationships between organisations and their publics. |
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Gatekeepers |
News Outlets deciding on newsworthiness Eg NZ Herald |
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Environmental Scanning |
Reading through the news to identify if there are important issues and how people talk about your organisation. Can prevent a crisis |
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Is the media or the public the conduit for your message and who is the end message for? |
Conduit - Media End Message - Public |
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What is the key point of the "uses and gratifications" model? |
The audience is in some control of what messages they receive as they can hunt media themselves and therefore in order to reach a population you must first study them and their needs. |
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What needs to be considered at all stages of media message development |
Audience Characteristics |
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What Questions could be asked in order to understand an audience |
Who am I trying to communicate with? What are they like? (Interests, values) What media do they use? What do they use the media for? |
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What are 2 main ways the media can be used? |
For the release of information to promote an organisation's agenda As a monitoring tool about society and competitors. |
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Why is it important to use the media to promote an organisation's agenda from a PR perspective? |
Because the public is influenced by what they see. The difference between having a positive and negative image from the media can dramatically influence sales. |
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Why could there be tension between Pr professionals and journalists? |
due to a conflict of interest - Journalists are trying to get the best story possible and the Pr Professionals are trying to keep their organisations image pure. |
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How can PR professionals create a two-way payoff in their relationship with the media? |
By developing media that both promotes their business and that also provides "the gatekeeper" with newsworthiness content. |
