COMSTRAT 312 Lecture Notes - Lecture 3: News Style, Press Release, Earned Media
16 Aug 2016
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Document Summary
Paid media advertising: communicating with publics, useful to think in terms of controlled vs. uncontrolled, controlled. [owned and paid media - website and advertising: exposure patterns (when it"s advertising, content, more costly and less credible, uncontrolled. [earned media - public relations: passive control, less costly and potentially more credible, usage, past = pr relied on uncontrolled almost exclusively, currently = pr may use controlled and uncontrolled (integrated effort) [mass media: still most common in pr (reflects basic media relations, two-step process, obvious communication linkage: Practitioner audience: publicity / exposure linkage. Practitioner gatekeeper audience: practitioners must think/write with 2 audiences in mind, influences both content and style of news releases. Pr: a weak news angle kills a release, consider the perspective of audience members (journalists do) Considerations for local tv: determine the appropriate vehicle, news release, interview, press conference or other format (availability, self-produced package, depends on your info.
