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《媒体关系media relations.ppt》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。
1、IntroductiontoMediaRelationsExercise1:Whatareyourinfluences?Example:ThedigitalcamerauserYourTurnThestressedoutmotherTheLondonUndergroundtubedriverTheRetailerSowhodowetalkto?TheMediaNational,Regional,Local,Vertical,Trade,BroadcastBusiness,Financial,Market,ITAnalystsGovernment(Lobbying)Local,Re
2、gional,NationalandInternationalInfluentialsExperts,Professionals,Commentators,ConsultantsIndustryBodiesQualifications-led,Profession-led,UserGroup-ledEmployeesOnlinecommunitiesEureka!PUBLICRELATIONSISNOTJUSTMEDIA/PRESSRELATIONS!Exercise2:CanyouspotaPRstory?AnIntroductiontotheMediaWhat’scoming
3、up….ImportanceofthemediaKnowwhattheywantKnowwhoyouaretargetingThemedia….whybother?PowerandimpactofthemediaShapingopinions,thoughtsandactionsOpportunityforcompetitiveadvantageDeliveringmessagestokeyaudiencesInformingandinfluencingGreatercredibilityPerceived‘third-party’endorsementInfluencingth
4、emediacanbehardAboutthemediaPowerfulNeedstobetreatedwithrespectAninexactscienceWecaninfluence,butnotcontrolEverywhere,connectedYourvoicewillechoaroundtheworldRegionaldifferencesTheagendaandtreatmentdiffersTheEnglish-languagemediaPan-Europeanpressincreasinglydriving(oratleast)influencingthenat
5、ionalmediaagendaThewiresplayanincreasinglyimportantroleinnewsdissemination–andtoneofthestoryHighstatusmajormediajournalists–celebritystatusforthebroadcastplayersMajorUSmediaorganisationsremainahugeinfluenceDifferenttypesofmediaPrint‘Serious’business…butthere’salsoafunside!RadioKeepitsimple!Te
6、levisionWhataperformance!UnderstandingjournalistsMotivationWhatdrivesthem?Whydopeoplebecomejournalists?PressuresCompetitionfornewsNeedtoproducegoodstoriesWorkloadanddeadlinesInfluencesType/natureofnewsorganizationtheyworkforOwnbackground,interestsandpersonalityWhatjournalistsarelookingforBrea
7、kingnewsSomethingthat’snewsworthy,interestingorfunHardfactsIncludingnumbers,statistics,examplesInformationInformationtheycan’tgetfromothersConfirmationofinformationtheyalreadyhaveOpinions,commentsorstatementsControversyControversialissuesorst
