'Print Media Versus Electronic Media Relations Essay\r'

'Print media today is tranquillize considered to be the number iodinness medium for humans dealings practiti iodiners, in spite of the recent progress were visiting in electronic media and especi onlyy the Internet. populace dealings practitioners channel any pertinent instruction finished the media in order to position it to its tar put audiences or sh beholders in the club. everyday transaction professionals nighly deal with affect media. Print media is considered an measurable function for heartyity transaction professionals because galore(postnominal) intelligence activitypaper and clipping agencies use new dethaws.\r\nBefore the wicked attacks on the World Trade midst in New York City on kinfolk 11, 2001 intelligence agencypaper readership had been steadily declining in the unify States and the rest of the world. After September 11, 2001 intelligence agencypapers readership had improved as well the media’s image. Ameri ignores suddenly dem anded to get by to be informed roughly world affairs, special anyy the war on terror and protect our nation. From â€Å"The Practice of Public Relations” hand: 49% considered the media â€Å"highly professional,” comp ard to 73% subsequently 9/11, 59% considered the media â€Å"politic whollyy biased,” comp ared to 47% after 9/11, and 35% recalld the countersignworthiness media â€Å" gull’t care” virtually the state they report on, while 47% contract up them compassionate.\r\nBased on a study done by the U.S. attention & Market Outlook in that location are 30,700 printing companies in the coupled States. As for magazines 17,321 are published in the United States according to the National Directory of Magazines. what is much magazine readership has seen an increase in its readership.\r\n direct I exit begin discussing promotion and its relevance. rootage, off forwarding is known as the conscious attempt to manage the world ly concern’s perception of a overcome. promotion is achieved by directly wor major power with media. In addition, furtherance is infrastood a to a greater extent powerful method than advertising. Advertising embody a lot of money. Think closely it a full-page ad in the New York Times or ring Street Journal could cost a company or an individual thousands of dollars. promotion cost compared to advertising are really low, it merely costs a company their judgment of conviction and effort to create. Publicity is considered to be more(prenominal) than credible than advertising because it’s similar to a third-party endorsement. Its thought of as â€Å" countersign” so about bulk volition trust it.\r\n in that location are six causas why forwarding kit and boodle well for an cheek. early one is when announcing a new product or expediency. homogeneous I said earlier advancement is deemed as discussion so utilizing packaging originally advertisi ng is crucial. Second, frequentity buttocks be advantageous when recognizing an old product. third base reason is when explaining a complicated product. This elbow room its tough to explain a sundry(a) product in an advertisement because advertisements are limited. Companies bottom non possibly fit e verything they want into a brief advertisement so they contrive a forwarding stunt much(prenominal) as a staged detail to discuss complex products or processs. one-quarter value of earthity for any validation is little or no budget. This suggests that companies with under(a)size budgets rat non afford to devote at that place eon to advertising, so they turn to normality, which is quite crummy and exceptionally effective.\r\nThe fifth value of realityity is enhancing the organization’s reputation. This in my position is very grand job for usual dealing practitioners. The best guidance to draw forward or enhance an organization’s reputation is through publicity and non through advertising because it is self-serving and very ineffective. The die hard reason why publicity engages uncorrupted sense for any organization is during a crisis. According to our textbook publicity techniques are the fastest and or so credible inwardness of response during a crisis. This is in any case known as damage control, companies oft choose this route when a crisis occurs.\r\n instantly I will discuss some other form of public dealing that’s taken part of print media, propaganda. First off the purpose of propaganda is to influence large number’s tone and manipulate tidy sum to change their behavior, rather than to communicate the facts slightly something. The early uses of propaganda can be traced all the modal value back in 1600’s. The Catholic Church used propaganda to inform and persuade the public. Back during those years the term propaganda did non retain the same negative connotation care it has today. Propaganda excessively was used during the days that led to the American Revolution. Thomas Paine, Samuel Adams and many an(prenominal) others participated in propagating anti-British information to the rest of the colonies. harsh examples where propaganda can be easily found in newspapers, magazines, pamphlets, government reports, news reports, books, posters, and level(p) art work.\r\nNext topic that I will discuss is how to pitch publicity successfully. The public traffic textbook outlines 10 rules or tips on how to achieve publicity after create verbally a release. First tip is to know deadlines. Time means everything especially for newspapers. They guide stories displace to them at a precise time so they can follow up on the story to make certain its not phony. Second tip is to write to them directly, do not call. Reporters induct a gigantic deal deadlines to make, they don’t need some other person calling adjacent up on in that location release. th erefore, writing them a letter is preferable and considered comely etiquette. The third is to direct the release to a specific person or editor. It would fit any person entrusting 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 newsmans and writers.\r\nNext one is similar to the last one, which is to determine how the newsperson wants to be contacted. This shows the reporter that you care to the highest degree his or her preferences. Something not to do is to besiege an editor to get your story to be published. This is a wrong tactic and it substance abuse further your cause. Badgering could only leave to worse results in the future. The future(a) dickens are to use exclusives but be careful and make sure you do your own calling. Making your own calls or else of letting an assistant to it is a bulls eye of respect. The next suggestions are to not send clips of other stories about your client and to stop a kindred. Developing a good professional relationship is key to accomplishing things. The snap off you know a reporter the more successful your company will be. The last rule and in my opinion the most cardinal job for a public relations practitioner is to never lie. once they lose trust in you the relationship is severed and pretty much over.\r\n entirely in all print media is still regarded as the strongest medium for public relations professionals. Print media can be achieved through publicity and advertising. Organizations should perpetually consider publicity before advertising because it offers some dogmatic benefits. Furthermore propaganda is the spreading of ideas and information for the purposes of incentive or manipulating behavior. For the most part deal believe propaganda is usually false, which isn’t prerequisite true. The last topic I wrote about was how to pitch publicity effectively to reporters; these rules were defined in our textbook.\r\nElectronic media has stupefy king in the twenty-first century. Fifty part of the nation gets their news from tv set. Today there are more then the spectacular three ne cardinalrks. Cable television has father a monster itself with many carry devoted to news twenty-four hours a day and seven days a week such as CNN, flurry News Channel, and MSNBC. The internet is as well as a very fast growing media for tribe to get their news, especially for teenagers and large number in their twenties. Radio also falls under electronic media. Talk wireless is also broad in today’s nation with many popular wireless hosts such as shiver Limbaugh, Howard Stern, and Dr. Laura Schlessinger. provided what makes news media so popular? Is it the duty here and right now mindset that the peck of today have? in that respect are many things that contribute to this. These next couple of paragraphs is release to explore electronic media and public relations of public media.\r\n batch love to delay TV. I believe I mentioned earlier that fifty per centum of the nation gets their news from television. The fact is that most sight get their news from the television. The reason this is that there is non-stop bombardment of news and blether shows on at all times. in that location 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 personal line of credit market coverage, and Entertainment To shadow for the in vogue(p) celebrity gossip. These specialty television shows have grown together with the growth of wire television.\r\nThere are so many different news agencies out there now trying 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 rise in the ranks. It i s a recurring nightmare for the public relations department of many big corporations. Katie Couric has a great quote on the champaign that sums it all up very nicely: â€Å"Some news coverage has become more salacious, more sensationalistic, less intelligent, more giving people what they want to examine or what you think they want to hear, rather than what you think they need to or should ideally hear.”\r\nBecause of news shows being on all the time, there is one very Copernican thing that every public relations people should know how to do and that is suitcase a television interrogate. If a public relations person does not know what they are doing when being interviewed, they can potentially hurt the company that they are supposed(p) to be representing. There are many different do’s and don’ts that should be imagineed when participating in an interview but I am going to skip right down to the most important part. The biggest two things you need to rememb er when being interviewed is be honest and be ready.\r\nTelevision publicity is not al shipway 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 moving picture news release. The people in public relations most oft use the television set news release for breaking news. disruption news telly releases are sent by satellite directly to a news agency. There is also another causa of video news release that is not for breaking news, which is called coniferous video news releases. Evergreen video news releases are a great deal 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.\r\n video recording news releases are very important for the person who works in public relations. There are many import ant guidelines to video news releases that should be kept in mind while one is being produced. One of the most important things about producing a video news release is localizing it. A VNR will more give carely be used if it can be tailored for specific areas. other 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 curt and to the bill with sound bites and graphics. It should appear as if the VNR is retributive like any other interchange of news 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 keep up it so broadcasting corporations will not even bother to pick it up.\r\nThere are some downsides and risks to VNRs. I give voice risks because only like cinemas 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 profit that there are other ways to get the news out to the public. unspoilt 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 send 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 message to millions of people.\r\n other form of electronic media that is important for all people that practice public relations is the public military run announcements. A public service announcement is basical ly just a long commercial that is play 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 6:00AM. This is due to the fact that companies need commercials that bring in revenue and since public service announcements do not do that, they often do not get the fix 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 around as significant as the video news release from a public relations standpoint.\r\nThe wireless is the last electronic media that will be lecturinged about. Talk radio receiver has become huge in the United States. Twenty-two percent of Americans listen to conv ersation radio according to Scarborough Research. The growth of prate radio can be pinpointed to two reasons. The first is that many more people now work at home. This is because of the quick growth of technology. People no lasting 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 sweat all the time. Since it is very dangerous to watch television while driving, most people listen to the radio while getting from point A to point B.\r\nThere 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 â€Å"real”. Talk show hosts say what they want to say and are paid to have an opinion. Talk shows are also interactive. 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 conse rvative 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.\r\nBecause television and radio have become such a big part of everyday keep in the United States, public relations people need to be sensitive 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.\r\n'