JOUR 391 Lecture 9: PR 9 Mass Media
1 Mar 2017
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Document Summary
More than half adults read a newspaper daily. Local newspaper and tv news very important for local news. Mass media screens and fact checks info. Professionals write, video, photograph, publish and produce it. Social media: not done by professionals usually. Social media: may or may not be trusted. Like social media, anyone can start a blog. Pr professionals and journalists still need each other. Pr professionals must always be truthful in dealing with reporters. Provide reporters with any info that they may need. Does not pay for mass media to use them. Can control where when hows what it says. Cannot control what the mass media says about client. A major part of pr involves dealing with the media. The #1 tool for publicity used by pr professionals. When a pr professional writes a news story and distributes it to the media. 75% of journalists surveyed said news releases were useful if content was high quality and targeted .
