Public Relations, Journalism & the Internet: A Game-changer?
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Public Relations, Journalism & the Internet: A Game-changer?






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  • Collective action intelligent distributed and dispersed groups together
  • This involves collecting data from people about things they come across in their daily life, and then aggregate the information.breaking news. In this case, newsrooms ask audiences to send in their photos, video or eye-witness accounts, usually in cases of breaking news.The third is investigative work. Here, a journalist enlists the help of  readers analyze information, crunch numbers or pore over documents.In news, crowdsourcing allows journalists to steer the audience by asking for data, analysis or help to cover events or issues.

Public Relations, Journalism & the Internet: A Game-changer? Public Relations, Journalism & the Internet: A Game-changer? Presentation Transcript

  • Public Relations, Journalism & the Internet: a Game-Changer?
    By Alyssa Pallotti, Megan Rutkowski & Ali Tager
  • What is public relations?
    The business of inducing the public to have understanding for and goodwill toward a person, firm, or institution
    Merriam Webster Dictionary
  • The evolution of pr: Last 50 years
    Edward Bernays & Ivy Lee first coined the term “public relations”
    Originally used to promote wars, politics, religion, and products
    We will view the interactive timeline above.
  • The evolution of pr: Last 50 years
    Began being usedfor planning & preventionrevention
    PR became more sophisticated
    Government and Hollywood supported PR
    Women entered field
    Schools & professional associations established
    Corporations and activists began to utilize PR
    Code of ethics established
  • The evolution of Pr: Recent years
    “A poll of 450 PRSA Counselors Academy members listed mastering social media as one of the most important things for PR practitioners to do in 2010”
  • The evolution of pr: 1.0 vs 2.0
    • Traditional press releases
    • Pitch letters
    • Directly from company to journalists & mainstream media
    • Communication from sender to receiver only
    • Blogs/Microblogs
    • Photosharing sites
    • Bookmarking sites
    • Social networks
    • All multimedia
    • Linkable text
    • Video/audio
    • Shared comments
    • 2 way communication: sender to receiver, feedback from receiver
  • WHAT are people saying about the current environment?
    PR has taken a lead in strategic communications due to its ability to adapt to consumers’ changing values
    The internet and cell phone technology have led to two way dialogues between consumers and companies
    “Because of the way we all connect these days - ideas and news - good and bad – spread far faster than the word of mouth PR sought to create in the good old days”- The Nation
  • What can we expect for the future of pr?
    • Communicating on a smaller scale, individual mindset more important than audience mindset
    • Customer service intertwined more with PR
    • Will become more proactive than reactive
    • Educational training will be geared more towards social media but will still touch upon traditional styles
  • What are people saying about Traditional tools?
    • Press releases are nearly useless
    • Journalists can write stories just based on snippets from PR practitioners
    • The need for “Tweets” has surpassed the need for press releases
    • It is said that the press release died in Summer 2010
    • Nearly 75% of journalists enjoy email press releases if content is “high quality & well-targeted” (750 journalists in 15 countries)
    • Can use social media releases and traditional releases to complement each other
    • Stakeholders & investors still need information through press releases
    • Not everyone is on Twitter!
  • Three areas of change in pr
    Audience Feedback
    • Typically, messages were sent as follows: Company  PR Team  Journalist  Public
    • Now, audiences can give feedback to companies through forums, etc.
    Social Media
    • Allows companies to communicate constantly with global audiences efficiently
    • All participants can participate in communication with consumers and clients
    • Can control own image
    3. Proactive Strategy
    • Companies are taking initiative to promote positive programs rather than waiting to respond to a crisis
  • PR vs. journalism: the great debate
    Public relations people believe journalists treat them with suspicion and that they twist their honest words when reporting
    Journalists think public relations practitioners “spin” stories to make their companies look better, creating a lack of trust
    They must work together because they have a mutually dependent relationship.
  • What is Journalism?
    The collection and editing of news for presentation through the media.
    Merriam Webster Dictionary
  • The Evolution of Journalism: Last 50 years
    The New York Times
    USA Today
    The Washington Post
    The Wall Street Journal
    The Los Angeles Times
  • What was journalism traditionally?
    Journalists controlled:
    - What became news
    - How it would be reported
    - How it would be delivered
    “We write, you read.”
  • How has Journalism evolved?
  • What is crowdsourcing?
    The practice of obtaining needed services by soliciting contributions from a large group of people… rather than from suppliers .
    Merriam Webster Dictionary
  • How has the ‘crowd’ evolved?
    Robert Park characterized the crowd as an “unthinking herd.”
    Mob mentality
    more powerful
    than individual
    thought and
  • How does crowdsourcing work?
    1.) The public performs general observation.
    2.) The public breaks news.
    3.) The public conducts
    investigative work.
  • What are the trends in Journalism?
    • Move to online material being primary source
     this trend would not be occurring if it were not for the growing favoritism of technology to be the main source of news and communication.
  • What are 3 Areas of Change in Journalism?
    Online Material
    Ability for public to create and report news
    Pay for material
  • What are 3 Implications for Journalism?
    Losing subscribers
    Less reliance on major news sources
    Shift in ways and medium of getting information out
  • What is a paywall?
    A website that restricts access to certain content only to paid subscribers.
  • The New York Times
    March 28, 2010
    - $15 for a four week subscription- online + app
    - $20 every four weeks- online + tablet
    - $35 every four weeks- ALL ACCESS
    20 free articles a month for free
  • What are the Pros of the Times’ Paywall?
    Without consistent source of revenue no company can afford to give away its material for free indefinitely
    Advertisers pay more for ads on a site where people pay to get on
  • What are the cons of the Times’ Paywall?
    Few Subscribers
    People find ways to get around it
    “?gwh=numbers” from the URL.
    Users get 25 free articles per day through search engines
    Unlimited access to articles when accessed through social networking sites
    Lower traffic on site
  • What is Astroturfing?
    A form of advocacy in support of a political or corporate agenda designed to disguise the efforts of a political/commercial party.
    The word is a derivative of AstroTurf, a synthetic brand of carpeting designed to look like natural grass.
  • What are some examples of Astroturfing?
    The Los Angeles Times v. Microsoft
    Comcast v. Big Ten Network
    Business Week vs. ASK Public Strategies
    Lifestyle Lift v. New York State
  • What is the Future of Journalism?
  • Works Cited