PR and mass media

1. Interdependence of PR and mass media

The purpose of PR is to inform, shape opinions and motivate- it can be accomplished only if people receive messages constantly through media. The media are the multipliers that enable millions of people to receive a message at the same time. On the other hand, it would not be too extreme to state that, without the contribution of tens of thousands of PR communicators, media would not nearly as well-informed as they are.

Reporters and PR people are mutually dependent upon each other for accomplishing their goals.

No newspaper, nor any magazine, wire service, or broadcasting station or network can afford to have experts in all spheres of human activities. Even the largest media rely upon

the PR persons representing companies and institutions to provide the expertise and explanation that enable journalists to write understandably about complex subjects.

PR practitioners provide a necessary link between the media and many specialized areas of activity in our society, they provide most of the information used in the media today. Today’s reporters and editors spend most of their time processing information, not gathering it, 38% of journalists said they get at least half of their story ideas from PR people.

PR people are also responsible for presenting their companies and institutions, journalists over a period of time come to know which PR people can be trusted. Thus, mutually honest and beneficial relationships are developed.

*Difference in functions of mass media and PR:

1) dependence

2) kind of information

2. Areas of tension

Areas of tension and frictions between journalists and PR specialists.

Many journalists openly disdain PR people and call them “ flacks” (зенитчики) because there are a lot of poorly written, contain no news materials in information received from PR companies and PR agencies send a lot of gimmicks as a gifts (keychains, T-shirts, etc). Even the activities of PR departments is often called “ gimmicks” by reporters.

Another term “spin- doctor” is used to state that PR specialists try to develop only positive image of their firm or event.

PR specialists condemn journalists in:

*1)

2)

3)

4)

5)

PR strategy and tactics in mass media relationships.

Two major elements: knowledge and understanding of journalism technologies and good personal communication- the second is more important.

Special rules for PR:

* -

-

-

3. PR strategy in news creation

News may be constructed by PR agent either after events or before planned action.

**Journalists need the answers to 6 questions:

Journalists need only interesting information; American journalists proposed scale of interesting news:

1. A dog bit a man- usual

2. A man bit a dog something interesting

3. A dog bit president- national news

4. President bit a dog- hot news.

One of the main problem for PR executive is: how to disseminate information?( распространять информацию)

After the target group determination PR specialist should select the method of information spread:

· by PR own initiative (press- release)

· by communication with journalists

· by invitation mass media representatives as guests to special company’s events

2. Questions for test

1. Interdependence of mass media and PR

2. Areas of tension between mass media and PR

3. Strategy of PR in news creation.

Glossary

Mutual dependence- взаимозависимость gatekeeper- редактор

Tension- напряженность gimmicks- рекламный трюк, уловка

Friction- разногласие hack – «писака» (презрительное)

Rely upon- полагаться disdain- презирать

Task for IWS. - PR in business and mass media

Task for office hours -Areas of communication of PR and mass media

Reference

Аги У. Самое главное в PR., Питер, 2008, стр. 261-264, 289-295

Мюррей А. PR., М. 2011, стр. 31-80

14. Preparations of materials for mass media

1. Kinds of mass media

Information, collected by journalists in mass media, is only 15 % of the total information, other 85% is supplied by PR, corporations, firms.

Mass media can be divided into 2 groups:

- Press- printedtexts

- electronic mass media- radio, TV, Internet

Press.

It may be divided into types by the following criteria:

A. *Regularity:

1.

2.

3.

4.

B. **Objectives (themes)

1.

2.

3.

4.

***Radio

TV

Internet

2. PR work with mass media

PR specialist is interested in 3 categories of mass media people: editors, commercial directors and journalists. His work with these people may include:

- news supply

- publications blockade (negative)

- news receiving through personal contacts.

Media map (press list)

Work with mass media requires its classification (local, special agencies, daily, weekly, radio programmes, TV programmes, foreign editions)

Example

Monitoring is the search of information about the corporation in mass media.

3. Media plan

Plan should be convenient for mass media and depend on mass media activities.

Bad time for dissemination information is time of political events (elections), national and religious holidays. For daily press bad time is afternoon (13-16 o’clock), for weekly- weekend.

Recommendations for headlines

Headlines play an important part in giving the editor/ reader a fair idea of what you are writing about. Headlines should immediately grab the attention of your reader and should:

- be relevant.

- be crisp

- contain active verbs (improve, increase, solve, etc)

- trigger curiosity (How far can you go?)

- not be offending.

Power words to attract customer/ reader:

You- (Do you want to make serious money?)

New (New material never before shared in public)

Discover

Amazing (Find out how you can start in this amazing business)

Latest

Money

Guarantee

Top

Secret (10 secrets of profitable home business)

Act now/ call now/ call today

Save

How to

Easy

Success

Glossary

Regularity- периодичность

Daily- ежедневное издание

Weekly- еженедельник

Monthly- ежемесячник

Media map- карта средств массовой информации

Headline- заголовок

Relevant- уместный, (относящийся к теме)

Crisp- четкий

Task for office hours – Main components of media map

Task for IWS – Develop a media map for KAU

References

Mandatory

Aги У. Все о PR, Питер, 2008, глава «Средства массовой информации»

Recommended

Ф. Хенслоу, Практическое руководство по Паблик Рилейшнз, СПб, 2009

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