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ADV 310 Intro to PR Week 3 Notes

by: natalie stephan

ADV 310 Intro to PR Week 3 Notes Adv 310

Marketplace > University of Illinois at Urbana-Champaign > Adv 310 > ADV 310 Intro to PR Week 3 Notes
natalie stephan
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About this Document

This week, Prof Yao discusses what PR professionals do in the industry. He discusses their duties, and how those duties have changed since the start of the digital age.
Intro to Public Relations
Mike Yao
Class Notes
public relations, journalism
25 ?




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This 3 page Class Notes was uploaded by natalie stephan on Friday September 9, 2016. The Class Notes belongs to Adv 310 at University of Illinois at Urbana-Champaign taught by Mike Yao in Fall 2016. Since its upload, it has received 17 views.

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Date Created: 09/09/16
ADV 310 Week 3 9/5-9/9 What do Professionals do?-Media Relations  Media relations, or publicity, seeks to get positive third party endorsements for a product, service, issue or organizations o Using (earned) media to promote an understanding of a product, service, issue or organizations o Using (earned) media to shape public perception of a product, service, issue or organization (ndo are interrelated) Ex: Apple event held every 2 week in September  As opposed to more direct forms of communications, such as advertising or direct marketing, communicating through a journalist provides valuable and sought-after credibility that other forms of communications cannot match o Owned is less credible, earned is most credible Job duties of a media relations professional  Pitching stories to the public o Contacting journalists (the media) to seek coverage  Can use 2 angles, for two different newspapers like the New Gazette and the Daily Illini to be interested o Responding to routine requests from the media  Arrange interviews  Make public statements  Find “experts” to comment on stories o Dealing with the media in crisis situations  Being a “spoke person” for the organization  Responding to questions and inquiries  Sometimes, strategically arranging media events  In large organizations, media relations and pitching stories often separated  For celebrities: publicists, agents often do media relations Media Relations  Key to good media relations: o “ you are only as good as your list”-creating a good media list o Developing positive relationships with journalists, members of media o Dealing with different types of media with different strategies  Foundation for good relationship: o Understanding the changing media environment o Understanding what is news  Soft, hard news values o Understanding journalistic ethics  Seek truth and report it  More relevant for PR: restrictions on what gifts can receive  Understand individual journalists Media relations in the digital age Announcements  Information about PR Career Assignment 1 is available on compass o Assignment about the industry and career research  Group project 1 is now available on compass  Noticed a drop in attendance, might start giving random quizzes for attendance What do PR professionals do? –Media Relations  Comparing information to 2004, before Twitter, Facebook, any major social media, we have so much more information available to us Media relations in the digital age  Blogs and blogger relations  Sponsored content  Online “journalism” websites and corporate “newsrooms” Legacy media= large scale, well established companies  Aren’t relevant on social media Blogs and blogger relations  Blogs and blogger relations o One of many growing areas in PR o How do you keep a positive relationship with the blogging community o Best shot at landing blogger relations PR?  Having successful blog, dealing with criticism, writing for an audience  Become active in the blogging community  Working with bloggers o Many bloggers state what they will write about; how to pitch to them o Not bound by same ethical codes as journalists o Many require “pay to play” but the government has been stepping up its regulation in this area  Require payment to run post (U.S. journalists would get fired for accepting payment to run story)  Federal trade commission new rules in 2009  FTC requires bloggers to say what theyre accepting  If they don’t they can get fined or the client can be sued o Professional code of conduct and ethics are still important when dealing with bloggers Sponsored Content  Increasingly, organizations are :going around” the traditional media and directly to publics via sponsored content or “native advertising”  Sponsored content: o When organizations pays for placement or editorial content (like news stories, blog posts, social media) o Sometimes use term “native advertising” –what is form of content is “native” to the medium o Sponsored blogs o Web content sponsored  Online newsrooms o Unlimited space online o Content is controlled by organization o Can shape the conversation online, influence search results


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