PR in the media

PR in the media

1. Communication with the public

   • intrapersonal
   • interpersonal
   • small groups
   • mass communication
   • Newspapers
   • Radio
   • Television
   • Important for PR practitioners to remain 'media neutral'
   • Reach target audiences

2. Stories

   • Planting stories
     • Press Releases
     • Press Association
     • Video + Audio news releases
   • Preventing stories being released
     • Threaten legal action
     • Practioner may contend the story is old news
     • Provide a more interesting story

3. Building Relationships

   • Journalist have a distrustful attitude towards PR people
     • Usually neither for or against
     • Journalists job to be sceptical and independent
     • Some journalists find PR people courteous and helpful
     • Others find they can't get answers to urgent (usually negative) questions
       • Blame goes onto all PR practioners
   • With the public
     • Building trust

4. Advertising and PR

   • Both seek publicity
   • Advertising is the use of paid-for media to inform and persuade
   • PR is the use of third-party endorsement to inform and persuade
   • PR seeks benefits through advertising by force of argument and creative thinking
   • Advertising offers more control
   • Expensive
   • Cannot buy credibility
   • Consumers may 'tune-out'

5. Editoral endorsement

   • Critics recommendation
   • Thought of as more trustworthy/honest
   • Excercising their own independent judgment
   • Not afraid to express negative judgment
   • Can these critics be bribed
   • Public need to trust the journalist for this to work
   • Not like their reviews can be bought like an advertising space
   • Ethical dilemas for independent journalists

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