Print Media Versus Electronic Media Relations Essay

Print media today is equable considered to be the number one medium for macrocosm transaction practitioners, despite the recent progress were seeing in electronic media and especially the Internet. populace dealings practitioners mortalal credit line any pertinent information done the media in order to send it to its tar get under ones skin audiences or sh arholders in the company. Public traffic professionals al nearlyly deal with print media. Print media is considered an central function for public relations professionals beca uptake numerous intelligencepaper and magazine agencies use new emissions.Before the terrible attacks on the World clientele Center in New York City on September 11, 2001 wordpaper readership had been steadily declining in the joined States and the rest of the world. After September 11, 2001 newspapers readership had improved as well the medias image. Ameri dirty dogs suddenly wanted to hump to be informed close world affairs, specifical ly the war on terror and protecting our nation. From The rule of Public Relations book 49% considered the media highly professional, comp bed to 73% after 9/11, 59% considered the media politically biased, compared to 47% after 9/11, and 35% believed the news media dont care about the the slap-up unwashed they report on, while 47% found them compassionate.Based on a study done by the U.S. Industry & Market Outlook on that point are 30,700 printing companies in the joined States. As for magazines 17,321 are published in the United States according to the National Directory of Magazines. Further much(prenominal) magazine readership has seen an increase in its readership. at one time I leave begin discussing promotion and its relevance. commencement, off forwarding is known as the conscious tone-beginning to manage the publics perception of a subject. Publicity is achieved by directly wor index with media. In addition, publicity is understood a more powerful method than advert isement. Advertising cost a sess of money. Think about it a full-page ad in the New York Times or wall Street Journal could cost a company or an individual thousands of dollars. Publicity cost compared to advertising are genuinely low, it merelycosts a company their time and effort to create. Publicity is considered to be more credible than advertising because its similar to a third-party endorsement. Its thought of as news so most pot entrust reliance it. in that location are six reasons why publicity working well for an governing. First one is when announcing a new product or helper. Like I express earlier publicity is deemed as news so utilizing publicity before advertising is crucial. Second, publicity tummy be advantageous when recognizing an old product. Third reason is when explaining a complicated product. This means its tough to explain a multifaceted product in an advertisement because advertisements are limited. Companies can non possibly fit e reallything the y want into a brief advertisement so they devise a publicity stunt such as a staged event to discuss complex products or services. Fourth value of publicity for any organization is little or no budget. This suggests that companies with small budgets can non afford to devote there time to advertising, so they moment to publicity, which is quite inexpensive and exceptionally effective.The fifth value of publicity is enhancing the organizations reputation. This in my opinion is very important job for public relations practitioners. The best way to promote or invoke an organizations reputation is through publicity and not through advertising because it is self-serving and very ineffective. The know reason why publicity retains good sense for any organization is during a crisis. concord to our textbook publicity techniques are the fastest and most credible means of response during a crisis. This is a resembling known as damage control, companies frequently choose this route when a crisis occurs.Now I leave behind discuss another form of public relations thats taken part of print media, propaganda. First off the purpose of propaganda is to influence peoples opinion and manipulate people to change their behavior, rather than to communicate the facts about something. The early uses of propaganda can be traced all the way back in 1600s. The Catholic Church used propaganda to inform and persuade the public. Back during those days the term propaganda did not have the uniform negative connotation like it has today. Propaganda also was used during the days that led to the American Revolution. Thomas Paine, Samuel Adams and many others participated in propagating anti-Britishinformation to the rest of the colonies. Common examples where propaganda can be easily found in newspapers, magazines, pamphlets, politics reports, news reports, books, posters, and even art work.Next payoff that I will discuss is how to pitch publicity successfully. The public relations t extbook outlines 10 rules or tips on how to achieve publicity after composing a release. First tip is to know deadlines. Time means everything especially for newspapers. They need stories sent to them at a precise time so they can follow up on the story to process true its not phony. Second tip is to relieve to them directly, do not call. Reporters have a great deal deadlines to make, they dont need another person calling following up on there release. Therefore, writing them a letter is preferable and considered proper etiquette. The third is to direct the release to a specific person or editor. It would behoove any person sending releases to a newspaper to write which department or specific editor needs to see your release. The reason to direct your release to a specific person is because newspapers consist of many departments and even more reporters and writers.Next one is similar to the last one, which is to determine how the reporter wants to be contacted. This shows the re porter that you care about his or her preferences. Something not to do is to rag an editor to get your story to be published. This is a wrong tactic and it wont further your cause. crucify could only lead to worse results in the future. The succeeding(a) ii are to use exclusives but be careful and make sure you do your own calling. Making your own calls instead of letting an service to it is a sign of respect. The next suggestions are to not send clips of other stories about your client and to transgress a relationship. Developing a good professional relationship is key to accomplishing things. The better you know a reporter the more successful your company will be. The last rule and in my opinion the most important job for a public relations practitioner is to never lie. Once they lose trust in you the relationship is severed and pretty much over.All in all print media is still regarded as the strongest medium for public relations professionals. Print media can be achieved th rough publicity and advertising. Organizations should invariably consider publicity beforeadvertising because it offers some positive benefits. Furthermore propaganda is the spreading of ideas and information for the purposes of inducing or manipulating behavior. For the most part people believe propaganda is usually false, which isnt necessary true. The last topic I wrote about was how to pitch publicity effectively to reporters these rules were outlined in our textbook.Electronic media has become king in the twenty-first century. Fifty percentage of the nation gets their news from boob tube. Today there are more then the big three networks. Cable television has become a monster itself with many convey devoted to news twenty-four hours a day and seven days a week such as CNN, Fox News Channel, and MSNBC. The internet is also a very fast growing media for people to get their news, especially for teenagers and people in their twenties. Radio also falls under electronic media. c ommunion communicate is also big in todays nation with many popular intercommunicate hosts such as Rush Limbaugh, Howard Stern, and Dr. Laura Schlessinger. But what makes news media so popular? Is it the decent here and counterbalance now mindset that the people of today have? There are many things that contribute to this. These next couple of paragraphs is going to explore electronic media and public relations of public media. deal love to escort TV. I believe I mentioned earlier that fifty percent of the nation gets their news from television. The fact is that most people get their news from the television. The reason this is that there is non-stop bombardment of news and rebuke shows on at all times. There are even specific news series and channels that specialize in a certain part of the news such as ESPN for sports coverage, Bloomberg TV for stock market coverage, and cheer Tonight for the latest celebrity gossip. These specialty television shows have grown together wit h the growth of line of descent television.There are so many different news agencies out there now assay to break the big story that public relations representatives for companies are working over time to make sure that their company is not under attack from a nosey reporter trying to deepen in the ranks. It is a recurring nightmare for the public relations department of many big corporations. Katie Couric has a great quote on the subject that sums it all up very nicely Some newscoverage has become more salacious, more sensationalistic, less intelligent, more giving people what they want to insure or what you think they want to hear, rather than what you think they need to or should ideally hear.Because of news shows creation on all the time, there is one very important thing that every public relations people should know how to do and that is handle a television interview. If a public relations person does not know what they are doing when being interviewed, they can potential ly hurt the company that they are supposititious to be representing. There are many different dos and donts that should be remembered when take part in an interview but I am going to skip right down to the most important part. The biggest two things you need to remember when being interviewed is be honest and be prepared.Television publicity is not always a bad thing. Since most people get their news from television, companies usually will want to take advantage of this phenomenon and go to the general public through television. The way companies do this is through the characterization news release. The people in public relations most practically use the video news release for breaking news. Breaking news video releases are sent by artificial satellite directly to a news agency. There is also another type of video news release that is not for breaking news, which is called evergreen video news releases. Evergreen video news releases are often sent to broadcasters on a cassette. This is the case because of the fact that an evergreen video news release is not necessarily as important so time is usually not an issue.Video news releases are very important for the person who works in public relations. There are many important guidelines to video news releases that should be kept in mind while one is being produced. genius of the most important things about producing a video news release is localizing it. A VNR will more likely be used if it can be tailored for specific areas. Another thing that should be remembered about VNRs is that a good VNR tells a story. It does need to be a story tailored to the television viewer. This means that the VNR should be short and to the point with sound bites and graphics. It should appear as if the VNR is just like any other piece ofnews on the station. A VNR should not be produced if there is nothing to see. If there is no video or no pictures, then it is a waste of time and money. People will not watch it so broadcasting c orporations will not even bother to pick it up.There are some downsides and risks to VNRs. I say risks because just like movies at the movie theater, there are going to be some flops. And also just like movies, VNR producers can lose large amounts of money. A public relations person should make sure that a VNR is needed before producing one. The VNR should also be expensive. Do not cheapen the VNR and cut corners because the broadcasting corporations will recognize this and not waste their airtime. Public relations people should also realize that there are other ways to get the news out to the public. Just because something needs to be reported to the public does not mean that a VNR should be used. Some analysis needs to be taken into consideration to make sure that the VNR is actually the right way to distribute the information. There are some controversies on whether VNRs are an accurate and undeceiving form of news yet overall the VNR is an effective way to get an important messa ge to millions of people.Another form of electronic media that is important for all people that practice public relations is the public service announcements. A public service announcement is basically just a long commercial that is played for no cost. The organizations that use these most often are the ones of the non-profit sort or of corporations that are doing non-profit activities to better their public image. Although public service announcements are on television, they are not seen by many except for the night owls. Most, but not all, of the public service announcements are run between midnight and 600AM. This is due to the fact that companies need commercials that get under ones skin in revenue and since public service announcements do not do that, they often do not get the prime time spots. Most public service announcements are like commercials that try to get the viewer to take a specific course of action. They are not nearly as meaning(a) as the video news release from a public relations standpoint.The radio is the last electronic media that will be talked about. Talk radio has become huge in the United States. Twenty-two percent of Americans listen to talk radio according to Scarborough Research. The growth of talk radio can be pinpointed to two reasons. The first is that many more people now work at home. This is because of the rapid growth of technology. People no longer need to go to the office because they can finish all their work at home. The second reason that talk radio has grown is the fact that people drive all the time. Since it is very dangerous to watch television while driving, most people listen to the radio while acquiring from point A to point B.There are now talk shows on just about any subject you could possibly be interested in from sports to hypnotism to conspiracy theories. People like to listen to talk radio because it is real. Talk show hosts say what they want to say and are paid to have an opinion. Talk shows are also in teractive. It gives the people that listen to the show a voice. You can call in and give your opinion on the matter as well. AM talk radio is dominated by conservative viewpoints such as Rush Limbaugh, a pioneer in talk radio. Talk radio can also be very controversial so media directors need to be very selective, careful, and prepared if planning to be on a talk radio program.Because television and radio have become such a big part of everyday life in the United States, public relations people need to be aware of it and use it to the fullest potential. News on electronic media is a here and now type of media. News needs to be short and pointed to make sure that the viewer does not lose interest. Electronic media is the future so public relations people should be exploring the opportunities now.