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Pr And The Media Establishing Experts
 

Pr And The Media Establishing Experts

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A presentation that I did at the University of Houston-Downtown.

A presentation that I did at the University of Houston-Downtown.

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    Pr And The Media Establishing Experts Pr And The Media Establishing Experts Presentation Transcript

    • Public relations and the news: Establishing experts Kay Colley February 13, 2007 University of Houston - Downtown
    • Today’s learning objectives
      • To understand how experts fit into public relations
      • To understand how experts fit into the news
      • To understand the definition of an expert
      • To understand what is necessary to establish an expert
    • Background
      • How do experts fit?
        • In public relations
        • In news
      • Note: The majority of stories are generated from an idea given to news media by someone in public relations
    • What is an expert?
      • “One with special skill or knowledge representing mastery of a particular subject.” Webster’s Dictionary
      • Public relations definition of an expert
      • Mark Johnson, CBS 11 reporter, says an expert is: “Anyone who can respond authoritatively on deadline.”
      • Are you an expert?
    • Establishing an expert
      • Degrees
      • Years of study
      • Media exposure
      • Recommendation by another expert
      • Public relations
      • Note: Ultimately, the ability to convey knowledge well establishes an expert
    • Where to find experts
      • Profnet ™ and other services like it
      • Universities and colleges
      • Think tanks
      • Non-profits
      • Associations
      • Recommendations from others
    • Some examples
      • Experts databases at universities
        • http://web2.unt.edu/news/experts/
        • http://www.usc.edu/uscnews/newsroom/
      • Backgrounders or media advisories
        • http://www.hsc.unt.edu/news/newsrelease.cfm?ID=471
        • http://www.uh.edu/admin/media/nr/2006/02feb/020906heart_tips.html
    • Preparing experts
      • Subject-matter knowledge is essential
      • Media training is essential
    • Typical interaction with media
      • Mark Johnson, CBS 11 reporter, DFW: Hi Kay, Mark Johnson here. We’re doing a story on some remains that were found in Ellis County. I was wondering if anyone from the DNA lab could talk with me about that?
      • Michael Precker, features reporter Dallas Morning News: Hi Kay, Michael Precker here. I’m doing a feature on how to protect yourself from getting the flu, a real practically-oriented article. Do you have a couple of doctors who could give me some tips on practical ways to keep from getting the flu, and how to deal with it once you get it?
    • Today’s learning objectives
      • To understand how experts fit into public relations
      • To understand how experts fit into the news
      • To understand the definition of an expert
      • To understand what is necessary to establish an expert
    • Conclusion
      • Questions
      • Comments
    • What makes me an expert?
      • Degrees
        • BA, Journalism; MIJ, International Journalism; PhD(c) Higher Education
      • Years of study
        • 22 years in mass communications
        • 13 years teaching in journalism and communications
      • Media exposure
        • Reporter and editor
        • Public relations director and spokesperson for UNT Health Science Center 2 years
    • For further reference
      • The Publicity Process , 2 nd edition, The Iowa State University Press, Ames, Iowa, 1975, ed. David L. Lendt
      • “ Are you an expert?” Michael J. Mauboussin, Legg Mason Capital Management, October 28, 2005; web document.
      • This is PR: The realities of public relations , 8 th edition, by Thomson Wadsworth, 2004; Doug Newsom, Judy VanSlyke Turk, and Dean Kruckeberg.
      • The Publicity Kit: A complete guide for entrepreneurs, small businesses, and nonprofit organizations , John Wiley & Sons, Inc., New York, 1991, by Jeanette Smith.
      • On Deadline: Managing media relations , 4 th edition, Waveland Press, Long Grove, IL, 2006, by Carole M. Howard and Wilma K. Mathews
      • International Association of Business Communicators at www.iabc.com
      • Public Relations Society of America at www.prsa.org
      • Profnet ™ website https://profnet.prnewswire.com/PRNJ.aspx?userName+_rep