COM1233 T6 Understanding Media Relations

What is the role of gatekeepers in the media?

• To write news articles and reports

• To decide which news items will be published or broadcast

• To conduct interviews with public relations professionals

• To manage social media accounts

What are the Public Relations tools and techniques used by organisation to obtain news coverage?

• Social media marketing, Email campaigns, Telemarketing, Print advertising

• Press releases, Press conferences, Interviews, Online newsroom

• Billboards, Radio commercials, Direct mail, Product placement

• Celebrity endorsements, Sponsorships, Public speaking, Trade shows

Press conference is applicable......

• When information cannot be conveyed in a standardized, written form or when the information involves a controversial or sensitive issue

• When the organization wants to promote a new product or service

• When the organization wants to recruit new employees

• When the organization wants to conduct market research

The aim of a press release is...

• To criticize other organizations in the industry

• To promote the personal achievements of the organization's executives

• To provide entertainment to the readers or viewers

• To transfer news to journalists so that it can be made public

The main role of public relations professionals in dealing with the media is...

• To control the content of news articles and reports

• To translate complicated issues into concise messages for reporters

• To criticize and challenge the credibility of journalists

• To avoid any interaction with the media

What is the main purpose of a press release?

• To promote the personal achievements of the organization's executives

• To criticize the media for their coverage

• To share news with journalists for public dissemination

• To provide feedback to the organization's management

"Embargo" in press release means, it is a document that is shared with journalists before its official release date, but with a strict agreement that the information contained within it cannot be published until a specific time and date.

• TRUE

• FALSE

PR gives your business a ___________________ through media coverage.

This builds credibility and trust.

• Second opinion

• Alternative point of views

• Third party endorsement

• Celebrity endorsement

Lattimore et al. (2009) defined media relations as an activity intended to build open channels of communication between an _____________ and the _____________, as a way of sharing news and features of potential interest to the media audiences.

Suggest any TWO guiding principles in establishing media relations.