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Thursday, February 21, 2019

Print Media Versus Electronic Media Relations Essay

cross media today is still considered to be the number superstar speciality for earthly concern transaction practitioners, despite the recent progress were seeing in electronic media and especially the Internet. Public dealings practitioners channel any tending(p) in degreeation through the media in order to send it to its tar arrive audiences or sh arholders in the guild. Public transaction professionals approximatelyly deal with print media. Print media is considered an authorised function for common dealings professionals because numerous theme and powder powder store agencies use new unfreezes.Before the terrible attacks on the World condescension Center in New York City on September 11, 2001 intelligence agencypaper readership had been steadily declining in the United States and the delay of the world. After September 11, 2001 discussionpapers readership had meliorate as hale the medias image. Ameri massisters suddenly unavoidablenessed to k forthwith to be informed or so world affairs, particularizedally the war on conster res human beingsa and protecting our nation. From The Practice of Public Relations book 49% considered the media super professional, comp ard to 73% after(prenominal) 9/11, 59% considered the media politically biased, compargond to 47% after 9/11, and 35% deliberated the news media dont supervise most the populate they report on, while 47% found them compassionate.Based on a study done by the U.S. Industry & Market mind-set at that place atomic number 18 30,700 printing companies in the United States. As for magazines 17,321 ar published in the United States according to the National Directory of Magazines. Furthermore magazine readership has seen an increase in its readership.Now I entrust begin discussing promotional material and its relevance. First, strike earthly concernity is hit the hayn as the conscious attempt to jazz the universes perception of a subject. Publicity is achieved by without delaya eld move arounding with media. In addition, publicity is understood a more regent(postnominal) method than advertising. Advertising cost a lot of money. Think ab come forth it a full-page ad in the New York Times or Wall Street Journal could cost a company or an individual thousands of dollars. Publicity cost comp ard to advertising are very low, it providedcosts a company their snip and effort to create. Publicity is considered to be more credible than advertising because its similar to a third-party endorsement. Its apprehension of as news so most the great unwashed allow entrust it. at that place are six reasons why publicity works well for an organization. First one is when announcing a new product or improvement. handle I said earlier publicity is deemed as news so utilizing publicity forward advertising is crucial. Second, publicity give the axe be opportune when recognizing an old product. Third reason is when explaining a complicated product . This considers its uncollectible to explain a multifaceted product in an advertisement because advertisements are limited. Companies stinkpot non possibly fit eachthing they want into a brief advertisement so they devise a publicity stunt such as a staged event to discuss complex products or services. Fourth pass judgment of publicity for any organization is little or no budget. This suggests that companies with low-spirited budgets can non afford to devote on that point time to advertising, so they turn to publicity, which is alternatively inexpensive and exceptionally effective.The fifth value of publicity is enhancing the organizations reputation. This in my opinion is very measurable job for public relations practitioners. The best focusing to promote or enhance an organizations reputation is through publicity and not through advertising because it is self-serving and very ineffective. The last reason why publicity makes safe(p) mind for any organization is during a crisis. According to our textbook publicity techniques are the fastest and most credible means of response during a crisis. This is interchangeablewise known as damage control, companies frequently choose this route when a crisis occurs.Now I will discuss an new(prenominal) form of public relations thats taken part of print media, propaganda. First off the purpose of propaganda is to influence volumes opinion and manipulate hoi polloi to change their behavior, earlier than to communicate the occurrences about nighttimehing. The early uses of propaganda can be traced all the way back in 1600s. The Catholic Church utilise propaganda to inform and persuade the public. Back during those days the term propaganda did not pack the same negative connotation like it has today. Propaganda in addition was used during the days that led to the American Revolution. Thomas Paine, Samuel Adams and many others participated in propagating anti-Britishinformation to the rest of the colon ies. Common examples where propaganda can be easily found in newspapers, magazines, pamphlets, brass reports, news reports, books, posters, and even art work.Next topic that I will discuss is how to pitch publicity successfully. The public relations textbook outlines 10 rules or tips on how to achieve publicity after writing a release. First tip is to know deadlines. Time means everything especially for newspapers. They convey stories sent to them at a precise time so they can follow up on the story to make authorized its not phony. Second tip is to write to them directly, do not call. Reporters have a great deal deadlines to make, they dont need another(prenominal) somebody calling following up on there release. Therefore, writing them a letter is preferable and considered proper etiquette. The third is to direct the release to a specific somebody or editor in chief. It would behoove any person direct releases to a newspaper to write which department or specific editor needs to see your release. The reason to direct your release to a specific person is because newspapers consist of many departments and even more newspersons and writers.Next one is similar to the last one, which is to determine how the reporter wants to be contacted. This shows the reporter that you care about his or her preferences. Something not to do is to illger an editor to get your story to be published. This is a wrong tactic and it wont make headway your cause. Badgering could only lead to worse results in the future. The next 2 are to use exclusives but be careful and make sure you do your own calling. Making your own calls instead of letting an friend to it is a sign of respect. The next suggestions are to not send clips of other stories about your client and to develop a kinship. Developing a wide professional relationship is key to accomplishing things. The better you know a reporter the more successful your company will be. The last rule and in my opinion the most impo rtant job for a public relations practitioner is to never lie. Once they lose trust in you the relationship is severed and pretty much over.All in all print media is still regarded as the strongest medium for public relations professionals. Print media can be achieved through publicity and advertising. Organizations should always consider publicity beforeadvertising because it offers some positive benefits. Furthermore propaganda is the spreading of ideas and information for the purposes of incentive or manipulating behavior. For the most part people believe propaganda is usually false, which isnt necessary true. The last topic I wrote about was how to pitch publicity effectively to reporters these rules were outlined in our textbook.Electronic media has become king in the twenty-first century. Fifty percent of the nation gets their news from goggle box. Today there are more then the big three networks. Cable video recording has become a monster itself with many channels devoted t o news twenty-four hours a day and seven days a hebdomad such as CNN, Fox intelligence activity Channel, and MSNBC. The internet is also a very fast growing media for people to get their news, especially for teenagers and people in their twenties. Radio also falls under electronic media. twaddle wireless is also big in todays nation with many popular radio hosts such as hotfoot Limbaugh, Howard Stern, and Dr. Laura Schlessinger. solely what makes news media so popular? Is it the right here and right now mindset that the people of today have? There are many things that contribute to this. These next couple of paragraphs is going to explore electronic media and public relations of public media.People love to watch TV. I believe I mentioned earlier that fifty percent of the nation gets their news from telecasting. The circumstance is that most people get their news from the television. The reason this is that there is non-stop onslaught of news and let the cat out of the bag sho ws on at all times. There are even specific news series and channels that specialize in a certain part of the news such as ESPN for sports coverage, Bloomberg TV for stock market coverage, and Entertainment Tonight for the latest celebrity gossip. These disparateness television shows have grown together with the growth of cable television.There are so many different news agencies out there now assay to break the big story that public relations representatives for companies are working over time to make sure that their company is not under attack from a nosey reporter trying to rise in the ranks. It is a recurring nightmare for the public relations department of many big corporations. Katie Couric has a great quote on the subject that sums it all up very nicely Some newscoverage has become more salacious, more sensationalistic, less intelligent, more self-aggrandizing people what they want to hear or what you think they want to hear, rather than what you think they need to or shou ld ideally hear.Because of news shows being on all the time, there is one very important thing that every public relations people should know how to do and that is handle a television interview. If a public relations person does not know what they are doing when being interviewed, they can potentially hurt the company that they are supposed to be representing. There are many different dos and donts that should be remembered when participating in an interview but I am going to skip right down to the most important part. The biggest two things you need to remember when being interviewed is be true(p) and be prepared.Television publicity is not always a bad thing. Since most people get their news from television, companies usually will want to take advantage of this phenomenon and go to the general public through television. The way companies do this is through the television receiver news release. The people in public relations most ofttimes use the video news release for breaking n ews. Breaking news video releases are sent by satellite directly to a news agency. There is also another type of video news release that is not for breaking news, which is called evergreen video news releases. Evergreen video news releases are often sent to broadcasters on a cassette. This is the case because of the fact that an evergreen video news release is not necessarily as important so time is usually not an issue.Video news releases are very important for the person who works in public relations. There are many important guidelines to video news releases that should be kept in mind while one is being produced. One of the most important things about producing a video news release is localizing it. A VNR will more likely be used if it can be orient for specific areas. Another thing that should be remembered about VNRs is that a good VNR tells a story. It does need to be a story tailored to the television viewer. This means that the VNR should be short and to the point with sou nd bites and graphics. It should appear as if the VNR is just like any other piece ofnews on the station. A VNR should not be produced if there is nothing to see. If there is no video or no pictures, then it is a waste of time and money. People will not watch it so broadcasting corporations will not even bother to pick it up.There are some downsides and risks to VNRs. I say risks because just like movies at the movie theater, there are going to be some flops. And also just like movies, VNR producers can lose large amounts of money. A public relations person should make sure that a VNR is needed before producing one. The VNR should also be expensive. Do not cheapen the VNR and cut corners because the broadcasting corporations will contend this and not waste their airtime. Public relations people should also reckon that there are other ways to get the news out to the public. Just because something needs to be reported to the public does not mean that a VNR should be used. Some analy sis needs to be taken into consideration to make sure that the VNR is actually the right way to handle the information. There are some controversies on whether VNRs are an accurate and undeceiving form of news yet overall the VNR is an effective way to get an important message to millions of people.Another form of electronic media that is important for all people that practice public relations is the public service announcements. A public service announcement is basically just a long commercial-grade that is played for no cost. The organizations that use these most often are the ones of the non-profit descriptor or of corporations that are doing non-profit activities to better their public image. Although public service announcements are on television, they are not seen by many except for the night owls. Most, but not all, of the public service announcements are run surrounded by midnight and 600AM. This is due to the fact that companies need commercials that bring in tax and s ince public service announcements do not do that, they often do not get the prime time spots. Most public service announcements are like commercials that try to get the viewer to take a specific course of action. They are not nearly as of import as the video news release from a public relations standpoint.The radio is the last electronic media that will be let the cat out of the baged about. Talk radio has become huge in the United States. Twenty-two percent of Americans hear to confabulation radio according to Scarborough Research. The growth of talk radio can be pinpointed to two reasons. The first is that many more people now work at home. This is because of the rapid growth of technology. People no endless need to go to the office because they can finish all their work at home. The second reason that talk radio has grown is the fact that people drive all the time. Since it is very dangerous to watch television while driving, most people learn to the radio while get from p oint A to point B.There are now talk shows on just about any subject you could possibly be interested in from sports to hypnotism to conspiracy theories. People like to listen to talk radio because it is real. Talk show hosts say what they want to say and are paid to have an opinion. Talk shows are also interactive. It gives the people that listen to the show a voice. You can call in and give your opinion on the matter as well. AM talk radio is dominated by conservative viewpoints such as Rush Limbaugh, a pioneer in talk radio. Talk radio can also be very controversial so media directors need to be very selective, careful, and prepared if planning to be on a talk radio program.Because television and radio have become such a big part of everyday life in the United States, public relations people need to be aware of it and use it to the fullest potential. news on electronic media is a here and now type of media. News needs to be short and pointed to make sure that the viewer does not lose interest. Electronic media is the future so public relations people should be exploring the opportunities now.

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