
- •Ministry of education and science of the republic of kazakhstan
- •International educational corporation
- •Kazakh-american university
- •1. Introduction to Public Relations
- •2. Pr Models
- •I. Press Agentry / Publicity Model
- •II. Public Information Model (journalistic)
- •3. History of pr in the usa
- •1. Foundation of pr in the usa
- •3.American pr at the second half of the XX c.
- •4. History of Public Relations in Europe
- •Foundation of pr in Europe
- •5. Public Relations as a process
- •2. Functions of pr
- •4. Pr strategy
- •1. Stages of research
- •8. Public Opinion
- •3. Formation of public opinion
- •9. Target auditorium. Specific pr.
- •2.Direct communication with the target auditorium.
- •Specific pr
- •2. Evaluation technique
- •11.Corporate policy. (Inner pr)
- •1. Human factor in pr
- •3. Strategy and tactics
- •12. Corporate Image.
- •2. Types of image
- •3.Start the programme of image
- •13. Pr and mass media
- •1. Interdependence of pr and mass media
- •2. Areas of tension
- •3. Pr strategy in news creation
- •14. Preparations of materials for mass media
- •Kinds of mass media
- •Pr work with mass media
- •Media plan
- •15. Pr in business
- •1. Pr strategy in business
- •2. Pr planning for new companies
- •3. Marketing communications
- •16. Crisis management in pr
- •1. Types of crises
- •2. Crisis management
- •9)Train.
- •17. Political pr
- •Peculiarities of political pr
- •3. Governmental pr
- •4. Press-service in pr
- •18. Pr for politicians
- •Political marketing
- •Stages in election campaign
- •I.Right positioning of a candidate.
- •II. Information work.
- •III. Development of strategy
- •IV. Development of tactics
- •Image making.
- •20. Pr in propaganda
- •1.What propaganda is.
- •21. Contemporary politics and propaganda
- •Pr and political propaganda
- •Information war.
- •22. International pr
- •1. Aspects of international pr
- •4. Creating a country-image
- •1. Preparation of written information
- •1. Groundwork for speech
- •Inductive method of speechwriting-
- •3 Handling the conference
- •1 Internet in pr
- •2 Other computer technologies in pr
- •For specialty 5b020200 “ International Relations”
- •050043, 28 Ryskulbekov st., Almaty
2. Areas of tension
Areas of tension and frictions between journalists and PR specialists.
Many journalists openly disdain PR people and call them “ flacks” (зенитчики) because there are a lot of poorly written, contain no news materials in information received from PR companies and PR agencies send a lot of gimmicks as a gifts ( keychains, T-shirts, etc). Even the activities of PR departments is often called “ gimmicks” by reporters.
Another term “spin- doctor” is used to state that PR specialists try to develop only positive image of their firm or event.
PR specialists condemn journalists in:
*1)
2)
3)
4)
5)
PR strategy and tactics in mass media relationships.
Two major elements: knowledge and understanding of journalism technologies and good personal communication- the second is more important.
Special rules for PR:
* -
-
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3. Pr strategy in news creation
News may be constructed by PR agent either after events or before planned action.
**Journalists need the answers to 6 questions:
Journalists need only interesting information; American journalists proposed scale of interesting news:
A dog bit a man- usual
A man bit a dog something interesting
A dog bit president- national news
President bit a dog- hot news.
One of the main problem for PR executive is: how to disseminate information?(распространять информацию)
After the target group determination PR specialist should select the method of information spread:
by PR own initiative ( press- release)
by communication with journalists
by invitation mass media representatives as guests to special company’s events
Questions for test
Interdependence of mass media and PR
Areas of tension between mass media and PR
Strategy of PR in news creation.
Glossary
Mutual dependence- взаимозависимость gatekeeper- редактор
Tension- напряженность gimmicks- рекламный трюк, уловка
Friction- разногласие hack – «писака» ( презрительное)
Rely upon- полагаться disdain- презирать
Task for IWS. - PR in business and mass media
Task for office hours -Areas of communication of PR and mass media
Reference
Аги У. Самое главное в PR., Питер, 2008, стр. 261-264, 289-295
Мюррей А. PR., М. 2011, стр. 31-80
14. Preparations of materials for mass media
Kinds of mass media
Information, collected by journalists in mass media, is only 15 % of the total information, other 85% is supplied by PR, corporations, firms.
Mass media can be divided into 2 groups:
Press- printed texts
electronic mass media- radio, TV, Internet
Press.
It may be divided into types by the following criteria:
*Regularity:
1.
2.
3.
4.
**Objectives ( themes)
1.
2.
3.
4.
***Radio
TV
Internet
Pr work with mass media
PR specialist is interested in 3 categories of mass media people: editors, commercial directors and journalists. His work with these people may include:
news supply
publications blockade ( negative)
news receiving through personal contacts.
Media map ( press list)
Work with mass media requires its classification ( local, special agencies, daily, weekly, radio programmes, TV programmes, foreign editions)
Example
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contact |
Number of copies |
Sphere of activities |
Auditorium |
Regularity |
Owner |
Editor |
Engaged journalists |
Local |
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Agencies |
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Daily |
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Weekly |
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Radio |
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TV channels |
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Foreign editions |
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Monitoring is the search of information about the corporation in mass media.