1. news as a social construct external influences

2. government and news legal controls -- limited news management -- extensive

3. advertising and news rise of advertising: mass production, mass distribution, mass marketing target audiences: demographics, psychographics household penetration sheer amount of advertising pressure on content

4. interest groups and news examples pressure groups expert sources (numbers, specialization) other public relations activities

5. public relations today huge industry functions: publicity, communication, public affairs, government relations, community relations

6. who uses PR? governments politicians/candidates educational institutions non-profit groups professional/trade organizations entertainment, sports figures businesses

7. case #1. Tylenol 1982. 7 dead. cyanide. personal, business disaster removed product launched media campaign Burson Marsteller: video teleconference, press kits, mailgrams

8. case #2. guns National Rifle Association Handgun Control Inc.

9. case #3. Kuwait 1990: Citizens for a Free Kuwait. Hill and Knowlton goals for PR campaign strategies: press conferences, bumper stickers, photo images, coaching for interviews, media tours, contact media, Cong’l hearings, video crews

10. every day use of PR print: news releases video news releases

11. Neutragena aim: sales of Neutragena strategy: into news/media taking care of facial skin expert (dermatologist): mild soap, such as…. color of soap

12. hypothetical situation facts: electrocardiogram usage down; doctors, medical journals discount its value. Your client: makes EKGs. how do you help your client?

13. how to spot VNRs reporter not actually shown interviewing people new product/new technology factory or office scenes business or product in positive light ask yourself: who benefits?

14. are VNRs good? 1.could be newsworthy 2.cuts news costs 3.visuals

15. are VNRs bad? 1.news becomes marketing 2.politicians using TAX money 3.businesses taking advantage of news – blurring of news, ad 4.intent: fool audience

16. other influences: other media Prestige media New York Times CNN New England Journal of Medicine

17. other influences: community concerns community ties media as boosters