COM 181 Lecture Notes - Lecture 7: Crisis Communication, Long Term Ecological Research Network, Op-Ed
19 Aug 2018
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Media & marketing competition for time & money. Pr - market own ideas / own organization. *forward channels of communication: moving info. to audience (newspapers, adverts, etc. ) **backward channels of communication: how people give feedback, get answers to questions. Product - organization itself; emotional environment of products / services. Place - channels of distr. of information (forward & backward) Price - price & time for the people; always try to reduce cost, easy as possible. Promotion follows marketing rules / techniques must be easy to get publics to engage. Criticisms: length (too long) not newsworthy poorly written. Lead": most critical part; (cid:31)rst 10 seconds (1st impression) Media kit: package meant to answer faqs doesn"t include any internal documents (ex: memos) Op-ed : opposite editorial; opinion piece written by outside expert, may not re(cid:30)ect newspaper opinion. Byliner : market review; avoid journalism (cid:31)lter - positions manager / company as experts; objective; unbiased comes as a surprise threat to central organizational goals.
