PBRL 270 Lecture Notes - Lecture 16: Five Ws, Zoo Atlanta, Memphis Zoo
5 Dec 2017
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Document Summary
Create content that is compelling and conveys media: answers the question of how do we reach them. Dealing with big data society: fragmented audiences, take advantage of analytics. Publicity- information placed by outside sources because it has news value: uncontrolled media- provides credibility perceived as news. Pr and media: media is important to the public, contact can be initiated by either party, releases are the most commonly used pr tactic, a single story can serve many outlets, if properly crafted and pitched. Journalists: objective, accurate, provide context and elaboration, accurate and fast. Pr practitioners: advocate, add news value, effective, fast and responsive, honest and accurate. Thursday, november 9, 2017: be a resource, accept that the story is not in your control, accept rejection gracefully. Framing a message: use media that identi es with your audience, source with a high credibility, look for common interests, be careful with semantics and insensitive language.
