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When you mention the practice of PR to most people – their thoughts instinctively turn to the pass and publicity. The media and the practice of public relations are inextricably intertwined(неразрыв связ). Relationship between the mass media and the public has become more strained(напряг). Its important to hold existing readers and viewers and attract new mass media clients in such a newly competitive(конкурентспособ) marketplace. PR professionals are the first line of defense and explanation.
Power of publicity. PR professionals still regard the mass media as an institution of awesome power. Securing positive publicity is critical activity for PR prof. Publicity is more credible than advertising, establishing good working relationship with media remains essential for successful communication program. Dealing with the media has been primary responsibility of PR prof.
Objectivity in the media. Total objectivity in reporting is unattainableнедостиж. The key is fairness(справедливсть) with each side accepting and respecting the other’s role and responsibility.
Securing publicity (обеспеч гласности. Publicity is designed to broaden knowledge and positive recognition of organization. Publicity differs dramatically from advertising. Adv follows such characteristics as: you pay for it, you control what is said, you control how it is said, you control to whom it is said, you control where it is put in publication/on the air, you control frequency of its use. Publicity is subject to review by news editors. Publicity offers two overriding benefits: publicity costs only time and effort to place it in the media; publicity is perceived as objective news rather than self-serving promotion.
2. Dealing with the Media. Relations with print and video journalists. What kind of a PR person should you strive to become?
Dealing with the media. Organization must establish a formal media relations policy and it must establish philosophy for dealing with the media, keeping in mind the following 10 principles: 1) Flexibility is key. Organization must remain flexible, dealing with media inquiries on case-by-case basis and not being locked into overly restrictive policy; 2) Provide the media with only one voice. Media prefer many spokespersons, but organ should stick to one; 3) Don’t volunteer the chief as spokesperson. Spokesperson should be knowledgeable and experienced in dealing with media; 4) Don’t always take the lawyer’s advice. Smart manager always weight legal advice against public relations advice; 5) Don’t wait until you’ve got all facts. It shows public that you’re not going to accept unfounded accusations; 6) Don’t answer every question. You should answer only those questions you are prepared to handle; 7) Squawk if you’re wronged. If media inaccuracies, blast them; 8) Don’t keep journalists at arm’s length. Journalists want to get story. PR prof is to be advocate for organization. They should understand and respect each other’s position, cooperating with journalist can often be in organization’s best interest; 9) Share information with allies. Employees, customers, stockholders should be kept aware of organization’s position.10) If you’re wrong, the most sensible thing to do is admit it. “We made mistake. It won’t happen again”.3.Value of Publicity. Avenues of Publicity. Placing Publicity. Measurement Assistance. PR are necessary for the expert such qualities: 1. opportunity to see things from the point of view of other person 2. ability to notice details 3. organizing abilities 4. patience to senior management 5. always get swallowed up in work 6. desire to work anonymously
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