Mind map

PR in the media

ciara.clarke English

Map content

PR in the media

Communication with the public
- intrapersonal
- interpersonal
- small groups
- mass communication
- Newspapers
- Radio
- Television
- Important for PR practitioners to remain 'media neutral'
- Reach target audiences
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
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
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'
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