P UBLIC R ELATIONS J201 Mass Media & Society November 15, 2013

M EDIA C RITICISM T OPICS

“Choose something media-related that you love or that has been particularly meaningful in your life. This could be a song, a TV show, a game, a magazine, a particular kind of technology such as an iPhone or Xbox, etc.” DO NOT CHOOSE : “The internet” “Cell phone” / “smartphone” “Music”

R EASON WHY YOU LOVE THIS ITEM : “How does this media item make you connect with its story, with its messages, its characters, and so forth? Or, with regards to technology, why is something like an iPhone so popular? Why do people find it so appealing?” “Try to drill down to figure out what it is for you that makes this media item so great.”

V ERY I MPORTANT : Read the assignment instructions. Read them again. Write your paper. Read the instructions one more time.

P UBLIC R ELATIONS J201 Mass Media & Society November 15, 2013

W HAT IS P UBLIC R ELATIONS ? “A total communication strategy conducted by a person, government or organization attempting to reach an audience and persuade it to adopt a point of view” “Public relations helps an organization and its publics adapt mutually to each other.” (Textbook, PR chapter)

S OME D IFFERENCES BETWEEN A DVERTISING AND PR Uses simple, fixed messages Directly transmits to public Focuses mainly on sales Creates more complex messages that evolve over time Often indirectly transmits to public through articles in news Often reflects larger trends and ideas in society AdvertisingPublic Relations

O RIGINS OF M ODERN PR

P. T. B ARNUM Press agent excelling at publicity Skilled at “humbugs” General Tom Thumb; FeJee Mermaid

E MERGENCE OF P UBLIC R ELATIONS 1900s: Ivy Lee 1906: “Declaration of Principles”; first press release 1910s: Business, associations, charities start using public relations strategies 1920s: Edward Bernays “Personal accountability for professional conduct” Ivy Ledbetter Lee

A RTHUR P AGE First person to hold public relations title at AT&T PR as a management function PR as interpreter between company and public Honesty, transparency, strategy, responsiveness “Public relations…is what everybody in the business from top to bottom says and does when in contact with the public.”

P AGE ’ S S EVEN P RINCIPLES OF PR 1. Tell the truth. 2. Prove it with action. 3. Listen to the customer. 4. Manage for tomorrow. 5. Conduct public relations as if the whole company depends on it. 6. Realize a company's true character is expressed by its people. 7. Remain calm, patient and good- humored.

T YPES OF PR M ATERIALS

S OME P UBLIC R ELATIONS M ATERIALS Press releases Video news releases (VNRs) Public service announcements (PSAs) Electronic press kits (EPKs) PR-based websites Online presence with social media tools like Twitter and Facebook

VNR S “…30- to 90-second visual press releases designed to mimic the style of a broadcast news report” (textbook, 366). How are they used by TV news stations? What implications does this have for the public? “FCC requires that the source of the VNR be disclosed if video from the VNR is broadcast in a news program.”

VNR FUNDED BY Q UEST D IAGNOSTICS + N EWS S TORY RUN ON LA STATION nr2

S HORT V IDEO : “P UBLIC R ELATIONS AND J OURNALISM : G IVE AND T AKE ”

M ANAGING N EGATIVE P UBLIC R ELATIONS Question: What does a company do with a “rogue tweet”?

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S OME PR A DVICE ON R ESPONDING TO R OGUE T WEETS Responding to Rogue Tweets: Acknowledge mistake Find point of connection – relate to your brand Engage the community Use humor whenever possible General Corporate Twitter Strategy: Train employees on use of Twitter Have emergency plan in place Keep company and personal accounts separate React – quickly. According to: worldwidespaghetti.tumblr.com/ thesocialwhat.com