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| include those in which practitioners have the say over what is said, how it is said, when it is said, and--to some extent--whom it is said |
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sometimes called earned "earned media"--are those over chich practitioners have no direct role in decisions about media content
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| Three key changes with implications for public relations are as follows |
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1) Audiences have become fragmented, choosing ever smaller niche media for their own unique needs, as opposed to being part of an undifferentiated mass
2) Audiences are more active, choosing two-way media that permit interactivity, as opposed to one-way media that permitted only passive reception of information
3) a "citizen journalist" today is anybody with a camera cell phone and Internet access, as opposed to a trained professional who reports the news |
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| Media Systems categorized around the world into five types |
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1) Authoritarian
2)Communist
3)Revolutionary
4)Western
5)Developmental |
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| The media are subordinate to the state, which controls the press and restricts what they can cover. Examples of this would be the media systems in many of the Middle East autocracies that were deposed by protesting citizens |
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| The state controls the media and requires it to espouse and promote Marxist ideals and philosophy. Media in Cuba and China are examples of this type of system |
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| This media system often exists clandestinely in conjunction with authoritarian or communist media systems. Characterized by its effort to spread information suppressed by the state media, the revolutionary media system today is often Internet based, such as websites in Iran, China, and Singapore that get shut down for disseminating information not authorized by the government |
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| Despite its name, this media system can be found in any country where the news media are free to report on whatever they wish, as long as they balance that right with their social responsibility, for example, by not reporting inaccurate or misleading information |
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| Found is so called "developing" countries, this media system is relatively free, as long as it supports national goals toward development. One example is the media system in India, where news channels are unrestricted, while social programming encourages such government initiatives as the elimination of the traditional caste system |
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| Seasoned practitioners offer the following guidelines for working with the media |
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1) Talk from the viewpoint of the publics interest, not the organizations
2) Make the news easy to read and use
3) If you do not want some statement quoted, do not make it
4) State the most important fact at the beginning
5)Do not agree with a reporter or lose your cool
6)If a question contains offensive language or simly words you do not like, do not repeat them even to deny them
7) If the reporters asks a direct question, give an equally direct answer
8)If spokespersons do not know the answer to a question, they should not simply say, "I dont know, but ill get the answer for you."
9)Tell the truth, even if it hurts
10) Do not call a news conference unless you have what reporters consider news |
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| Guidelines for Good Media Relations |
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1) Shoot Straight
2) Give Service
3) Do not beg or whine
4) Do not ask for "kills
5)Do not flood the media |
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| Interactive communication |
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| Essence of building and maintaining relationships |
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| Four step problem stopping solving process |
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1)Defining the problem (or opportunity)
2)Planning and Programming
3)Take action and Communicating
4) Evaluating the program
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Term
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SO- strategies build on organizational strengths to take advantage of opportunities in the external environment
ST-strategies also build on organizational strengths to counter threats in the external environment
WO-strategies attempt to minimize organizational weaknesses to take advantage of external opportunities
WT-strategies attempt to minimize both organizational weaknesses and environmental threats |
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