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:

* -

-

-

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:

1. A dog bit a man- usual

2. A man bit a dog something interesting

3. A dog bit president- national news

4. 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

2. Questions for test

1. Interdependence of mass media and PR

2. Areas of tension between mass media and PR

3. 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

1. 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:

1. *Regularity:

1.

2.

3.

4.

2. **Objectives ( themes)

1.

2.

3.

4.

***Radio

TV

Internet

2. 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

	contact	Number of copies	Sphere of activities	Auditorium	Regularity	Owner	Editor	Engaged journalists
Local
Agencies
Daily
Weekly
Radio
TV channels
Foreign editions

Monitoring is the search of information about the corporation in mass media.