Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Cutlip & Center's Effective PUBLIC RELATIONS PART II Foundations Chapter 10 External Media and Media Relations Tenth Edition

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Study Guide After studying Chapter 10, you should be able to: 1. Discuss the major controlled and uncontrolled media used for communicating with external publics. 2. Outline how technology-based new media affect external communication practices. 3. Define the relationship between practitioners and journalists as being mutually dependant and mutually beneficial, but as sometimes adversarial. 4. Outline basic guidelines for building good media relations and working with the press. 10-1

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Controlled media include those in which practitioners have the say over what is said, how it is said, when it is said, and—to some extent—to whom it is said. Uncontrolled media are those over which practitioners have no direct role in decisions about media content. –Instead, media gatekeepers decide if it is reported, what is reported, how it is reported, when it is reported, and to whom it is reported. Media 10-2

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. United States:1,437 dailies 6,659 “weeklies”* (*published less than four times each week) Worldwide:11,142 dailies Newspapers 10-3

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. More than 19,500 magazines and specialized publications in the United States 322 million subscribers More than 300 new magazines published each year, but only about 30 will succeed Magazines 10-4

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Almost 14,000 stations in the United States 6,309 FM stations 4,776 AM stations 2,892 “educational” FM stations Listeners average almost 3 hours per day and 19 hour per week, half of which is in a vehicle 33 million U.S. listeners aged 12 and older tune in via the Internet Radio 10-5

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. 1,759 television stations in the United States The typical household receives 104 cable channels A television set is on more than 8 hours each day in a typical household Children spend an average of 3.5 hours per day watching television Television surpassed newspapers as the primary news source in 1963 Television 10-6

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Cable began in the United States in 1948 The carrying capacity of cable and satellite systems is 500 high-definition channels Advertising-supported cable channels now have a greater share of the television audience than do broadcast networks Live round-the-clock coverage of the1986 Challenger disaster, 1991 Gulf War, 2003 Iraq invasion, and September 11, 2001, terrorist attacks made cable a major global news source Digital recorders give viewers flexibility as to when they watch programs—“time-shifted viewing.” Cable and Satellite Television 10-7

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Public relations challenges: Staying abreast of new technology Conducting media relations with nontraditional journalists—“citizen journalists” and “bloggers” Representing organizations in the new media environment—the “blogosphere” New Media 10-8

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. 113 million blogs in April 2008, with 175,000 new blogs added each day New media empower people in “unmediated conversations”— “social networking”—via sites such as MySpace and Facebook New media empower cyber personalities and experts not available in traditional media on topics ranging from new technology to Hollywood celebrity commentary “Viral campaigns” involve Internet users sharing messages through , instant messaging and social network postings New Media 10-9

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Guidelines for Good Media Relations Shoot squarely Give service Do not beg or carp Do not ask for “kills” Do not flood the media 10-10

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Guidelines for Working with the Media Talk from the viewpoint of the public’s interest, not the organization’s. Make the news easy to read and use. If you do not want a statement quoted, do not make it. State the most important fact at the beginning. Do not argue with a reporter or lose your cool.

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved. Guidelines for Working with the Media If a question contains words you do not like, do not repeat them in your answer. If the reporter asks a direct question, give an equally direct answer. If you do not know the answer to a question, simply say, “I do not know, but I will get the answer for you.” Tell the truth, even if it hurts. Do not call a press conference unless reporters will consider the content news.

Cutlip & Center's Effective Public Relations, Tenth Edition Glen Broom Copyright ©2009 Pearson Education, Inc. Publishing as Prentice Hall Upper Saddle River, New Jersey All rights reserved