After reading this chapter, students should be able to:
Understand the new technologies of blogs, iPods and RSS. Knowledge of the definitions of these emerging technologies in terms of what they are and what each is capable of doing for media relations. |
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Describe the characteristics of the different media. Knowledge of how the different media function (i.e. information needs, format of distribution, production schedules, etc.) is necessary for successful media relations |
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Outline the relationship of mutual dependency shared by media professionals and public relations practitioners. Knowledge of how media professionals view PR practitioners as useful but biased sources of information and how editors and news directors influence the success of PR communications simply through their decisions to use or discard PR collateral material is fundamental. |
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Detail the steps a practitioner can take to best foster positive relationships with media professionals. Knowledge of how to serve as an asset to media professionals will serve future practitioners well. Journalists will make an effort to maintain relationships with practitioners who consistently and reliably help them perform their job duties. |
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Discuss the research, planning and actual conducting of media relations efforts. Knowledge of how media should be targeted and how messages should be composed for specific media is necessary for any success in the media relations arena. No doubt that PR materials that can be composed to appear as similar as possible in style and content to typical media fare will possess the best possibility of appearing in print or presented over the airways. In the end, the goal is to provide media professionals with materials as good or better than the ones they could create themselves. |
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Describe the elements of a basic media relations plan. Knowledge of the tools of a media relations plan such as the news release, video news release, public service announcements and press conferences is necessary in creating effective media relations campaigns. |
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Delineate how a crisis situation should be handled in regards to media relations. Knowledge of how use of the media is key in preserving and strengthening an organization's reputation in times of crisis is crucial to long-term success. Crises are characterized by uncertainty experienced by key publics and, at times, the organization itself. The media and a steady flow of information can be irreplaceable tools when organization's are hit with extraordinary circumstances. |