Strategic media relations in the age of information : an evidence-based approach

著者

• Supa, Dustin W.
• Zoch, Lynn M.

書誌事項

Strategic media relations in the age of information : an evidence-based approach

Dustin W. Supa, Lynn M. Zoch

Oxford University Press, c2021

• : pbk

注記

Includes bibliographical references and index

内容説明・目次

内容説明

Grounded in history, theory, and empirical research studies, Strategic Media Relations in the Age of Information: An Evidence-Based Approach presents a clear and accessible overview of the modern practice of media relations. It focuses primarily on the development and strategic execution of media relations programs across a wide variety of organizations.

目次

Preface Author Bios Acknowledgments SECTION 1. THE IMPORTANCE OF MEDIA RELATIONS 1. What Does It Mean to Practice Media Relations? Defining Media Relations What Media Relations Does Not Mean Media Relations Is Not Publicity Media Relations Is Not Public Relations Media Relations Is Not Media Training Not Everyone is Capable of Conducting a Media Relations Campaign Social Media Has Not Made Media Relations Obsolete What Does It Mean to Practice Media Relations? Proactive Hitchhiker Reactive Passive Why Are We Concerned With Effective Media Relations? Media Relations Creates Awareness Media Relations Creates Information Credibility Media Relations Is Cost-Effective Effective Media Relations Can Mitigate Crises Sustained Media Relations Can Impact Audience Attitudes Media Relations Lets You Tell the Story of an Organization The Plan Moving Forward Key Concepts Challenge Case 2. Media Relations in the Era of Information 3. The Marketplace of Information Paid, Owned, Shared, and Earned Media Paid Owned Shared Earned Why Are We so Concerned With Media Relations--or Earned Media? The Value of Media Relations to an Organization Key Concepts Challenge Case SECTION 2. WHAT YOU NEED TO KNOW TO PRACTICE EFFECTIVE STRATEGIC MEDIA RELATIONS Theory in Media Relations What Makes a Theory a "Good" Theory? The Goal of a Theory Is to Explain The Best Theories Make Connections A "Good" Theory Will Help Make Those Connections for Us Why Theory Is Important to Media Relations Theories That Help Structure Media Relations Two-Step Flow Theory Agenda Setting and Agenda Building Framing Theory Source Credibility and Information Subsidies Cumulative Effects Theory Social Exchange Theory Relationship Management Paradigm Theories of Media Relations Model of Media Relations Journalist-Centric Media Relations Model Development of Expectations Management Theory "If You want to Truly Understand Something, Try to Change It" Key Concepts 4. Understanding Audiences Understanding the Makeup of an Audience How Is a Public Different From a Stakeholder? What Is a Constituency? Media Relations Focuses on Audiences Defining Our Audiences Internal Audiences External Audiences Types of Audiences to Consider Finding the Right Mix of Media Through Research Audience Objectives Transparency in Media Relations Key Concepts Challenge Case Resources for Communicating During a Crisis 5. The Relationship Between Media Relations Practitioners and Journalists A Quick History of the Relationship Over the Last Century Factors Affecting the Relationship The Relationship Today Hope Moving Forward Importance of Source Credibility Source Credibility Defined Do Journalists See Us as Credible Sources Today? What the Research Means for Media Relations Building Relationships for Media Relations Cultivating Journalists and Others in the Media A Starting Point in Building the Relationship Know What They Write Start Interacting Slowly Work to Be Helpful Be Aware of Contact Preferences And So Many More Will You Be Working With Digital Influencers? Media Catching as a Relationship-Building Strategy How Media Catching Sites Work Usefulness of Media Catching Key Concepts 6. Ethics Personal Ethics Professional Ethics Field Ethics The Embargo Exclusives No Comment Stealing Thunder Pay for Play Off the Record/Anonymous Sources Blacklists A Few Notes on Laws Relating to Media Relations Key Concepts Challenge Case Resource for Public Relations Law SECTION 3. EXECUTING MEDIA RELATIONS 7. Assessing News What Is Newsworthiness? General Factors of Newsworthiness Differences in Perception of News Survey of Opinions What Does This Mean to Us? Actual Use in Media Releases What Does This Mean to Us? Viewing Newsworthiness From an Organizational Perspective Viewing Newsworthiness From Journalists' Perspectives Internal Forces External Forces Commonalities of Newsworthiness Across Media Thinking Strategically: All News Media Need Content Differences Across Media Vehicles Deadlines Fit Format Variables Audience Interest Key Concepts Challenge Case 8. Managing Goals, Objectives, and Expectations Connecting to Organizational Goals Is Essential Defining Goals, Objectives, and Strategies Defining Goals and Objectives Thinking Strategically Strategy Is the Step Between Goals and Objectives Successfully Connecting Media Relations to the Whole Defining the Problem or Challenge Determining If Media Relations Can Help Making the Most of Media Relations Helping Ourselves by Writing Useful, Targeted, and Measurable Objectives Managing Organizational Expectations Key Concepts Challenge Case 9. Tools of the Trade Thinking About Writing Thinking About Written Tools as Subsidies The Press Release Using the Press Release Primary Subsidies Secondary Subsidies Focused Subsidies The Boilerplate The Media Kit Traditional Tactics Online Tactics Key Concepts Challenge Case 10. Reaching Out, Making Contact, Earning a Response Who to Target? The Importance of Relationships Crafting a Pitch Establish a Connection Pique Their Interest Provide Information Elicit a Response More Thoughts on Crafting a Pitch How to Reach Out and Stand Out The Social Media Pitch: When and How to Use It Being a Steward to Your Story Key Concepts Challenge Case 11. A Proactive Approach to Measurement and Evaluation Before We Begin Initial Steps Toward Media Relations Measurement Why We Should Measure Traditional and Nontraditional Forms of Media Relations Measurement Tracking Output Tracking Outcomes Type 1: Manifest Attributes--Your Entry-Level Evaluation Type 2: Taking the Next Step--Latent Content Type 3: If We Have the Time and Budget Some Common Mistakes in Measurement Setting Yourself Up for Success Defining ROI in Media Relations Measuring Knowledge Measuring Attitude Measuring Behavior Key Concepts Challenge Case Resources for Public Relations Research and Measurement SECTION 4. THINKING ABOUT VARIED AUDIENCES 12. Adapting Your Media Relations Program Becoming a Flexible Media Relations Practitioner Sports Media Relations Entertainment Media Relations Crisis Media Relations Government Media Relations Being Adaptable in the Modern Environment The Impact of Integration Content Marketing The Next Generation of Communication Technologies Key Concepts Challenge Case 13. Engaging With Diverse Audiences The Diversity of Journalists as an Audience Characteristics of Journalists Differences in Media Type Differences in Experience Multiple Approaches to Storytelling Engagement With Audiences Diversity of Audiences Nontraditional Audiences Social Media A Final Word on the Diversity of Audiences Diversity of Media Traditional "Ethnic" Presses International Audiences in the United States International Audiences Abroad Key Concepts Challenge Case 14. Case Studies for Discussion Introduction and Acknowledgments Using These Case Studies

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詳細情報

• NII書誌ID(NCID): BC06575284
• ISBN:
  • 9780190844271
• LCCN: 2019028868
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: New York
• ページ数/冊数: xviii, 286 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HD59
  • DC23 : 659.2
• 件名:
  • LCSH : Public relations
  • LCSH : Communication
  • LCSH : Mass media