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Chapter 10
- 1. lcome to the world of urnalism, where porters have been gging dirt, raking muck, king headlines and adlines for centuries w. It’s a history full of bloid trash, of slimy nsationalists, of runkards, deadbeats and mmers” (as a Harvard iversity president once scribed reporters). But it’s a history full of roes, too: men and men risking their lives tell stories of war and agedy, risking prisonment to defend ee speech. And as you n see here, reports have come beloved characters p culture, too, turning up movies, comics and TV ows as if guided by an cult hand. Every culture seeks effective ways to spread new information and gossip. In ancient times, news was written on clay tablets. In Caesar’s age, Romans read newsletters compiled by correspondents and handwritten by slaves. Wandering minstrels spread news (and the plague) in the Middle Ages. Them came ink on paper. Voices on airwaves. Newsreels, Web sites, And 24-hour cable news networks. Thus when scholars analyze the rich history of journalism, some view it in terms of technological progress—for example, the dramatic impact of bigger, faster printing presses. Others see journalism as a specialized form literary expression, one that’s constantly evolving, reflecting and shaping its culture. Others see it as an inspiring quest for free speech, an endless power struggle between Authority (trying to control information) and the People (trying to learn the truth). Which brings to mind the words of A.J. Liefling: “Freedom of the press is guaranteed only to htose who own one.” In the pages ahead, we’ll take a quick tour of 600 years of journalism history, from hieroglyphics to hypertext: the media, the message and the politics. Technical advances and brilliant ideas forged a new style of journalism. It was a century of change, and newspapers changed dramatically. The typi newspaper of 1800 wa undisciplined mishma legislative proceeding long-winded essays a secondhand gossip. B 1900, a new breed of tor had emerged. Jour had become big busin Reporting was becom disciplined craft. And newspapers were bec more entertaining and essential than ever, w most of the features w expect today: Snappy headlines, Ads, Comic Sports pages. And an “inverted pyramid” sty writing that made stori tighter and newsier. Radio and television brought an end to newspapers’ media monopoly. Why? Well yourself: Which did yo Public relations Inside Reporting Tim Harrower 10
- 3. Public relations 3 What is public relations? Planning a public relations strategy Writing news releases Balance and bias and media manipulations
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- 15. What is public relations? 15 Businesses and organizations must: Get their message out. Encourage media coverage. Project positive public image. Every organization has a story to tell. PR professionals tell it.
- 16. What is public relations? 16 Identify the goal Craft the message Monitor the results The PR process
- 17. What is public relations? 17 Common myths PR is glamorous. PR is a business. PR is easy. PR is as rigorous as news reporting. PR is sleazy. PR is useful, even vital. What public relations is NOT
- 18. What is public relations? 18 Writing news releases. Organizing news conferences. Coordinating crisis communications. What public relations is… Crafting an organization’s public image. Planning the launch of new products and services.
- 19. What is public relations? 19 Producing newsletters and media for employees. Sponsoring tours, exhibitions and special events. What public relations is… Attending conferences and delivering speeches. Acting as the organization’s spokesperson.
- 20. What is public relations? 20 How Public Relations Differs from Journalism Serves general public Serves organizations Avoids taking sides Promotes clients Controls all information Provides information Depends upon PR Depends upon journalist Uses one form of media Employs range of media Individualistic Team player Goal: inform the public Goal: generate goodwill Journalist PR Specialist
- 21. What is public relations? 21 How Public Relations Differs from Advertising Tries to seduce Tries to motivate with fact Controls the message Provides information Flashy with exaggeration Low-key and serious Expensive Relatively inexpensive Relies on repetition Efforts are fresh Broad audience Aimed at specific audience People try to avoid ads People seek out stories Advertising Public Relations
- 22. PR Disasters 22
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- 33. Planning a public relations strategy 33 Four steps to creating and implementing a PR plan Without a strategy, you can’t achieve your goals • Analyze situation • Plan strategy • Implement plan • Evaluate results
- 34. Planning a public relations strategy 34 The news release At least half the content of newspapers originates from news releases (some estimates as much as 70 percent) Video news release (for television and web) Matching your message to the most effective medium
- 35. Planning a public relations strategy 35 Other interactive PR options Speeches News conferences Special events Exhibits Lobbying Matching your message… The media kit Promotional material Designed to make reporters say, “This will make a good story.”
- 36. Writing news releases 36 Newsworthy information Clear presentation Requires personal relationships with reporters and editors News releases (sometimes called press releases) provide ideas and information that become news
- 37. Writing news releases 37 Use an engaging headline. Give it a compelling lead. Avoid distortion. Avoid jargon. Use proper AP style style. Tips for writing better news releases10 • Keep it crisp and tight. • Stress the benefits. • Proofread carefully. • Deliver the release at the right time. • Deliver the release to the right person.
- 38. Writing news releases 38 Customize your pitch. Prepare yourself. When dealing with the media • Make demands. • Go off record. • Keep score. • Bribe reporters. • Be cagey or evasive. • Lie. DO: DON’T:
- 39. Balance, bias and media manipulations 39 Be honest and accurate in all communications. Act promptly to correct erroneous communications. Ethics in the practice of PR Avoid deceptive practices. Think about how readers can actually benefit from the information you possess.
- 40. Balance, bias and media manipulations 40 • Doublespeak – language crafted to disguise, distort or evade the truth. • Euphemisms – inoffensive terms substituted for more disturbing words. Spinning the news: Common terms Cherry-picking – selecting facts that support your argument. Glittering generalities – vague-but-emotionally- appealing abstractions.
- 41. Balance, bias and media manipulations 41 • Bridging – transitioning a question to a more comfortable topic. • Non-denial denial – criticizing the criticism. Spinning the news: Common terms • Astroturfing – creating illusion of widespread grassroots support. • Managing the news – planting questions at press conferences.
- 42. lcome to the world of urnalism, where porters have been gging dirt, raking muck, king headlines and adlines for centuries w. It’s a history full of bloid trash, of slimy nsationalists, of runkards, deadbeats and mmers” (as a Harvard iversity president once scribed reporters). But it’s a history full of roes, too: men and men risking their lives tell stories of war and agedy, risking prisonment to defend ee speech. And as you n see here, reports have come beloved characters p culture, too, turning up movies, comics and TV ows as if guided by an cult hand. Every culture seeks effective ways to spread new information and gossip. In ancient times, news was written on clay tablets. In Caesar’s age, Romans read newsletters compiled by correspondents and handwritten by slaves. Wandering minstrels spread news (and the plague) in the Middle Ages. Them came ink on paper. Voices on airwaves. Newsreels, Web sites, And 24-hour cable news networks. Thus when scholars analyze the rich history of journalism, some view it in terms of technological progress—for example, the dramatic impact of bigger, faster printing presses. Others see journalism as a specialized form literary expression, one that’s constantly evolving, reflecting and shaping its culture. Others see it as an inspiring quest for free speech, an endless power struggle between Authority (trying to control information) and the People (trying to learn the truth). Which brings to mind the words of A.J. Liefling: “Freedom of the press is guaranteed only to htose who own one.” In the pages ahead, we’ll take a quick tour of 600 years of journalism history, from hieroglyphics to hypertext: the media, the message and the politics. Technical advances and brilliant ideas forged a new style of journalism. It was a century of change, and newspapers changed dramatically. The typi newspaper of 1800 wa undisciplined mishma legislative proceeding long-winded essays a secondhand gossip. B 1900, a new breed of tor had emerged. Jour had become big busin Reporting was becom disciplined craft. And newspapers were bec more entertaining and essential than ever, w most of the features w expect today: Snappy headlines, Ads, Comic Sports pages. And an “inverted pyramid” sty writing that made stori tighter and newsier. Radio and television brought an end to newspapers’ media monopoly. Why? Well yourself: Which did yo Public relations Inside Reporting Tim Harrower 10
Hinweis der Redaktion
- Bridgestone began receiving complaints about their Firestone tires treads' tendency to separate, often resulting in horrific accidents, starting in 1998.But they refused to admit that there was a real problem until 2000, when the NHTSA launched a large-scale investigation. After much waffling in the press, Bridgestone finally accepted blame, and on August 9, 2000, they announced the recall of 6.5 million tires -- the second-largest recall in U.S. history.According to CBS News, the NHTSA eventually announced that nearly 200 deaths and more than 700 injuries had been caused by the faulty tires.Read more: http://www.businessinsider.com/the-biggest-corporate-pr-disasters-of-the-decade-2009-12#bridgestone-tire-debacle-2000-1#ixzz16iZAIa4c
- Can you put a positive spin on smoking deaths? Philip Morris thought so, when they released the results of a study conducted in the Czech Republic proving that smokers' deaths had "positive effects" financially for the Czech government.According to CNN, the tobacco giant conducted the study in response to the Czech government's argument that the financial costs of smoking outweighed its benefits. Not so, said Philip Morris: smoking actually resulted in a net gain of around $147 million, including saving "between 943 million and 1.2 billion korunas (about $24 million-to-$30 million) in health-care, pension and public-housing costs due to the early deaths of smokers."The company, of course, faced a huge public backlash as a result of the release, which was intended to create positive PR for an already-struggling industry. CBS News reports that it also subsequently canceled its plans for similar studies in other countries.Read more: http://www.businessinsider.com/the-biggest-corporate-pr-disasters-of-the-decade-2009-12#philip-morris-says-smoking-deaths-have-positive-effects-2001-2#ixzz16iZayeXU
- In April 2002, Abercrombie & Fitch released a line of t-shirts depicting caricatures of Asian stereotypes. Corporate commentary? "We personally thought Asians would love this T-shirt." (10News)A month later, the company introduced racy thong underwear in childrens' sizes, aimed at girls aged 10 to 14. Corporate commentary? "The underwear for young girls was created with the intent to be lighthearted and cute." (Direct Mag)Read more: http://www.businessinsider.com/the-biggest-corporate-pr-disasters-of-the-decade-2009-12#thongs-for-little-girls-and-racist-t-shirts-double-bad-move-af-2002-3#ixzz16icwDdys
- Get rich by "buying stolen properties, pimpin hoes, building crack houses and getting car jacked!"“You got yo whole neighborhood addicted to crack. Collect $50.” Score!With lines like that, how could Urban Outfitters have predicted that people would be offended by it selling and promoting "Ghettopoly"?
- Even though preliminary studies in 2000 had suggested that painkiller Vioxx posed a potential heart health risk, executives at pharmaceutical giant Merck chose not to pursue those studies further.Four years later, Merck was forced to recall that very drug because of evidence that it may have caused heart attacks and cardiac deaths in thousands of its users. The recall turned into a massive scandal as reports came out that Merck had known about the serious risk, yet continued to promote the drug anyways.The company faced an SEC investigation and hundreds of lawsuits as a result of its actions. The scandal was finally laid to rest in 2009, according to the Wall Street Journal, when Merck settled litigation for $80 million.
- Most of us, when presented with a book proposal about how a man would have killed his wife, would probably realize that it might be a bad idea to publish it. Take into account the fact that the author's name is O.J. Simpson, and change that "probably" to a "definitely."HarperCollins publisher Judith Regan did not have such a response. Neither did Fox News, who decided to schedule a two-part interview with Simpson about the same subject.Oh yeah, and both companies are owned by Rupert Murdoch's NewsCorp.Facing scathing condemnation from the public, Murdoch quickly fired Regan and cancelled both endeavors, saying, “I and senior management agree with the American public that this was an ill-considered project," according to the New York Times.
- Cartoon Network's guerilla advertising campaign to promote their offbeat show "Aqua Teen Hunger Force" could have been cool -- had the company not chosen devices that made people think they were bombs.According to the Boston Globe, CN's campaign involved 38 magnetic, light-up signs placed around the city in random public places, such as this one under a bridge. Unfortunately, the mysterious signs lacked any explanation, causing many locals to believe they were dangerous and a threat.Police were inundated by phone calls, bomb squads were deployed, and parts of the subway system were shut down for a period of time. The head of Cartoon Network eventually resigned after taking blame for approving the stunt, and the two men who were deemed physically responsible for putting up the devices faced criminal charges for the hoax.
- What would you do with $85 billion in government rescue money? Host a corporate retreat at the posh St. Regis resort in California, of course.One week after receiving a massive federal bailout, AIG did exactly that, with a retreat that supposedly cost $434,343.71.Not surprisingly, the public and lawmakers were quite upset. The company's actions prompted an admonishment from the White House, who called it "despicable," and widespread re-vamping of corporate retreat policies.
- In early 2007, nine JetBlue flights at JFK airport were delayed for up to 11 hours because of serious inclement weather. Normally, this wouldn't have resulted in much more than a few really irritated travelers, but in this case, JetBlue decided to keep its nearly 1,000 passengers trapped in the runway-bound planes for the entire time.According to CBS News, passengers described the experience as "horrific." As snacks depleted and the bathroom situation grew unpleasant, people on the planes grew more and more upset that they were not being allowed to de-plane and just walk to the terminal, which was within sight. They were only permitted to leave the aircrafts when official airport vehicles finally arrived to transport them.JetBlue at first defended it's decision, arguing that its passengers' safety in the ice storm was top priority, but the incident sparked government debate about passengers' rights. According to Consumer Affairs, a week later, JetBlue announced its own "Passengers' Bill of Rights," which detailed different levels of compensation for varying types of delays, as well as a promise to de-plane passengers after five hours' delay in the future.
- You'd think if you were heading to Washington to beg for a $25 billion bailout, you would be smarter than to show up in an expensive private jet.Unfortunately, the CEOs of GM, Chrysler, and Ford made that very mistake in November 2008. At a hearing before the House Financial Services Committee, CNN reported: "Rep. Brad Sherman, D-California, pressed the private-jet issue, asking the three CEOs to 'raise their hand if they flew here commercial.'"Of course, none of them had, prompting ridicule from the public and press. The three execs learned their lesson, choosing to drive hybrid cars to their next hearing in the hopes of staving off more bad press.
- Even the government (especially the government) makes a really bad PR move now and again.Imagine you're a New Yorker, in a post-9/11 world. You're working downtown, when all of a sudden you see a plane flying unusually low over the city, pursued by a fighter jet. What would you assume?This thought never crossed the minds of those down at the Department of Defense, who organized this Air Force One photo-op without notifying anyone in New York City. Unfortunately, the event resulted in widespread panic throughout lower Manhattan, with many people evacuating their offices and reporting the incident to police.According to ABC News, President Obama was "furious" that no one had been informed, while Mayor Bloomberg was quoted as saying, "Poor judgment would have been a nice way to put it."The official responsible for the mistake resigned.