Know Your Text
Why Media
Advantages of Media
Disadvantage of Media
Alternatives of Media
100
A respected professor and author of “In the News”.
Who is William Wray Carney
100
Using media to communicate information about a specific organization.
What is media relations
100
Taking a cue from Greenpeace, this is one account-friendly advantage to media relations.
What is low cost
100
Letting the emotions of the story overwhelm the logic and the facts behind it.
What is dramatization
100
Advertising alternative to media that involves large but little words.
What are billboards
200
As a media relations communicator, the most important person with whom to have a transparent relationship.
Who is a journalist
200
Sufficiently interesting to be reported in the media.
What is newsworthy
200
Your initial objective for a press release, campaign event or fundraiser is not to raise money but to raise this.
What is raising awareness/ What is awareness
200
After the press release, journalists have all of this and the organization is stripped of it.
What is control
200
This alternative requires constant monitoring, instant responses and is apart of most current marking and public relations toolkits
What is social networking/social media
300
Takes a pessimistic view of news coverage and focuses more on trivialities instead of in-depth news stories.
What is a declinist
300
In the event of a “disaster”, media relations is an important component of this PR plan.
What is a crisis communication plan
300
Awareness, Knowledge, Liking, Preference, Conviction and Purchase
What are stages a consumer goes through before deciding to purchase
300
Spelling mistakes, inaccurate dates and editing errors threaten this important element in communications
What is accuracy
300
One-on-one, door to door, word of mouth, seminars, etc. Are examples of this
What are personal approaches
400
An inefficient media relation practice that mimics propaganda and is often used by partisan entities.
What is spin-doctoring
400
An acronym for a new sense of accountability and responsibility in the corporate sector that could have helped Enron.
What is CSR/Corporate Social Responsibility
400
Without this advantage that media relations provides, the Terry Fox Run would be less significant.
What is Impact
400
This disadvantage occurs because news media is absorbed and discarded quickly.
What is brevity of impact
400
This alternative is often labeled “spam”.
What is mass email/email
500
Takes an optimistic view of news coverage and encourages more direct access to quality media.
What is a neo-Pollyannaist
500
Talk shows and call-in programs are open forums that facilitate this type of discussion.
What is public discussion/debate
500
Having a journalist pick up your news release increases this for your organization.
What is legitimacy/credibility
500
Tiger Woods, BP Oil and Lindsay Lohan are all examples of this pitfall to media coverage.
What is bad press
500
This must be specifically determined before deciding which communications medium do use
What is the target audience
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