This reading discusses a wide range of traditional media- newspapers, radio, television, magazines, and newsletters. The public relations role involves looking for opportunities to publish newsworthy stories about your organization that will support your objectives to increase awareness, improve community relations, and attract people to an event, even to minimize concern about something that is not working well. In a crisis, you need journalists to be objective. Media strategists are valuable to an organization because they can anticipate the contested space, and can advise on the most effective strategy to achieve the desired media response.
From this reading, I know that the media set the agenda for message dissemination. Not all media are traditional media although they continue to be important. Uncontrolled media means that the media are gatekeepers; in controlled media messages are directed to the community, managed by the sender. News values frame how to work with and get the most out of media. Working with the media in its various forms is an art that takes skills, creativity and workable relationships that come from knowledge of how the media work and which media are important and appropriate to your organization or community program. The tools for effective media relationships are divers; you need good media releases, photos that add to the story and punchy headlines. Legal and ethical issues in media management need to be understood and respected. Media is managed differently in different cultures and political environments.
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