Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled...
-
Upload
amberlynn-maxwell -
Category
Documents
-
view
221 -
download
4
Transcript of Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled...
![Page 1: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/1.jpg)
Chapter 6Media Relations: Shaping the News
Connection to PRSymbiotic Relationship
Uncontrolled MediaResources for Creating News Stories
![Page 2: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/2.jpg)
PR-Media Connection in the U.S.
• 1900s journalists became public relations professionals.
• Move from newspaper to PR.• Example is Ivy Lee.
![Page 3: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/3.jpg)
Media Connection Lingers
• The Princeton Review describes public relations as follows: “A public relations specialist is an image shaper. Their job is to generate positive publicity for their client and enhance their reputation.”
![Page 4: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/4.jpg)
Dangers of the Media-PR Connection
• PR is equated with publicity.• PR becomes known as spin:– Highlights positives through publicity– Tries to hide the negatives
![Page 5: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/5.jpg)
Media and PR in Perspective
• Media are important public for PR.• Media relations is narrower than PR.• PR deals with a wider array of publics.• We should not confuse the part for the whole.
![Page 6: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/6.jpg)
Media Relation as Skill
• Entry level practitioners must be versed in media relations:– Write news releases– Construct media lists
![Page 7: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/7.jpg)
Means to an Ends
• Media relations helps to achieve larger organizational goals.
• The positive media coverage is means to achieving other organizational goals.
• Larger organizational goals can include:– Reputation building– Product launch and promotion– Creating interest in an issue (issues management)
![Page 8: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/8.jpg)
Symbiotic Relationships with Journalists
• Symbiotic is when two organisms live in close association for a long period of time.
• PR and journalists have over 100 years together.
![Page 9: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/9.jpg)
More on Symbiotic Relations
• At least one of the organisms benefits from the relationship.
![Page 10: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/10.jpg)
Forms of Symbiotic Relationships
• Commensalism: one side benefits but other is unharmed.
• Parasitism: one side benefits and other is harmed.
• Mutualism: both benefit from relationship.• So which is the PR-journalism relationship?
![Page 11: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/11.jpg)
Mutualism or Parasitism
• News media are able to create stories at a lower cost , an information subsidy (benefit).
• PR receives positive stories about the organization (benefit).
• Critics see the relationship as parasitism:– PR is controlling news media for its own ends– PR is corrupting the news
![Page 12: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/12.jpg)
Dynamics of Media Relations
• PR person has certain information to place in the news media.
• PR person crafts message (e.g., news release) and sends it to the news outlet.
• News media representatives decide whether or not to use the information.
• If the information is used, news media representatives decide how to frame the information.
![Page 13: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/13.jpg)
Uncontrolled Media
• News media controls if the information is used and how it will be used.
• Effective media relations requires: – Catching the media’s attention– Shaping how the information is framed
![Page 14: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/14.jpg)
Frame
• A frame is the information selected for the story and framing refers to the process of developing frames.
• Organizations want frames that support their larger objectives.– Positive story about a new product– Favorable portrayal of new CEO
![Page 15: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/15.jpg)
Resources for Creating News Story
News ValuesNews Peg Celebrities
![Page 16: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/16.jpg)
News Values or Newsworthiness
• Timeliness: must be recent.• Impact: does or can affect many people.• Audience interests: appeals to audience for
that outlet—their values and types of stories.• Conflict/oddity: people are drawn to
deviations from the norm, this includes conflict.
![Page 17: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/17.jpg)
News Values or Newsworthiness
• Drama: a good story has the narrative form of conflict, problem, and denouement.
• Human interest: the allure of ordinary people in unusual situations or with unusual experiences.
![Page 18: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/18.jpg)
News Peg
• An event or issue that is already being covered by the media.
• Practitioners can connect their information to the news peg.
![Page 19: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/19.jpg)
Celebrities
• Well known people increases the news value.• Audiences are obsessed with celebrities.• Connecting a celebrity to publicity information
increases the likelihood it will appear in the media.
![Page 20: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/20.jpg)
Beyond News Values
• Must present publicity materials in the proper format.
• Must understand how to target media outlets.• Must understand how to properly distribute
publicity materials.
![Page 21: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/21.jpg)
Risks
• Publicity materials are not used.• Publicity materials are not used as intended.
![Page 22: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/22.jpg)
Why Bother with Media Relations?
• Publics do receive a lot of information from the media.
• Media agenda tells people what is important.• How that information is framed has an effect
on publics.– Shape reputations– Influence support for issues
![Page 23: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/23.jpg)
Filters in the Propaganda Model
• Large corporations owning and operating the media for profit.
• Dependency on advertisers for revenue.• Dependence on government and corporate
sources. • Negative responses to media content.• Enemies/anti-communism (Herman and
Chomsky, 1987).
![Page 24: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/24.jpg)
Reflection Points
• Do all organizations and groups deserve the right to engage in publicity?
• Do some groups or individuals have an advantage for shaping media content?
• How do you feel about the propaganda model?
![Page 25: Chapter 6 Media Relations: Shaping the News Connection to PR Symbiotic Relationship Uncontrolled Media Resources for Creating News Stories.](https://reader035.fdocuments.net/reader035/viewer/2022062422/56649f355503460f94c532ac/html5/thumbnails/25.jpg)
Reflection Points
• How has the use of video news releases (VNRs) hurt public relations?
• Are the problems related to VNRs fair to PR?• What is the relevance of front groups to
media relations?• What can transparency add to discussions
about media relations?