100212 Chapter Notes - Chapter 11: Prosieben

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nellyxo20

6 Jun 2018

School

UWS

Department

University of Western Sydney

Course

100212

Professor

Kristen

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Week11Engagingwiththemediaandsocialmedia



● Thewiderangeoftraditionalmediaavailableforacampaign

● Theimportanceofnewsvaluesandframing

● Thetheoriesandethicalpracticesofmediarelations

● Howtowritenewsworthymediareleasesandputtogetheruseful

mediakits

● Howtoevaluatecoveragegeneratedbymediacampaigns

● Socialmediaconcepts

● Howpublicrelationsischanging

● Thechallengesthatsocialmediaposesforthepublicrelations

profession

● Theuseofsocialmediatodevelopopportunitiesfordialogueand

engagement

● Howtoapplyethicalpracticestosocialmediaandpublicrelations.



EssentialreadingsChapter13and14



Lecture1Mediarelations

ChapterMedia

Mediacoverageachievepublicface

Massmediagatekeeper

Medianewspapers,magazines,tv,radio,newsletters,online



Mediapublishstoriesaboutyourorgthatwillsupportobjectivesincrease

awareness,comunityrelations,attractpeopletoanevent



Mediastrategistsanticipatecontestedspace

Mediarelationspractionerspositionorgmatchintentionalrepresentation



Communicationtheories

Agendasettingjournalistssetagendasforwhatpeoplethinkabout

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Mediadecideswhichissuesgainimportanceinpublic



UseandgratificationtheoriesThistheoryproposesthatpeoplehavemany

waysofusingthemedia,manyreasonsfordoingso,andtheyactively

maketheirownchoicestosuittheirownneeds,withoutbeing

unconsciouslyinfluencedtoanygreatextent.

4area:escapismgaming,formofcompanionship,senseof

identity,understandworld

Rejectsnotionofmassmediaeffectonpeopleopinionevenrepeated

exposure



SpiralofsilenceNeuman1984:peopleinminority,lesswillingtostandout

andsaywhattheythink

Dowhatgroupthinkdon’tembarrass



2stepflow:peoplegaininfofrommassmedia+opinionleaders

Opinonleaderssign.Inchangingwaywethink



Framing:waysomethingpresentedinfluenceshowtheaudiencepercieves

thetopic

Newsstoryinparticularcontextconstructmeaningofstory

Waynewpresentedheadline,useofphotos,language

Mediareleasesframeeventsinfavourablewaytoorg

politiciansspeakofthe‘waronterrorism’theyareusingframingtheory,

whichemployslanguage,thought,andforethought(Fairhurst&Sarr1996).

Intentionalrep



Sociologicaltheory:real/constructed

Acceptedsocialtenetsofcommunitybecomereality



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Uncontrolled:cantcontrolwhatway,howmediastoryused

Controlledcommunication:

prbrochure,website,shareholderdoc,billboard,employee

magazine,annualreport

Semicontrolledcommunication:contributing‘advertorial’copyaspartofan

advertisingorpromotionalfeature.Thismeansanewspapermayofferthe

organisationeditorialspaceifittakesoutadvertisinginthefeature,



Lecture2

Mediagatekeepers:editors,chiefofstaff,directorofnewswhoselect

fromwhatisonoffer

:newstips,mediareleases,letters,emails,webdiaries,blogsforstories

ofappeal



Decisionstoselectmedia:

Dohavejournalist

Competingnewseventsandwhetheritisexcitingthanbefore

Isitagoodfit

Whetheritcanbecovered

Editorialpolicy

Competingnewsandevents



Newsvalueandframing:

Truth:shouldbetrue

Fuller2008mostamericansnewspapersareproprogandisticonevery

page

Timelineness:mediaconsumersexpectnewstobeuptodate

Proximity:themorefarawayfromconsumersunusual

Conflict:audiencesintriguedbyconflict,aslongasnotpartofit

Emminenceandprominence:audienceinterestinreachandfamous

Political,bus,communityfigures

Consequenceandimpact:

Pickrightdateandhour:’

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100212 Chapter Notes - Chapter 11: Prosieben

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