The news media constitute a major factor in PR.
controlling the flow of publicity through the
most important channels of public
As PR practitioner have become more and
more specialized in their approach to publicity,
the relationships between them and the
media have become more favorable and
complex as well.
Newspapers and Magazine editors are
recognizing that PR departments are a source
of genuine and background material.
More than 9151 newspapers are published in the
USA. Of these 1687 are published daily, 1240 are
evening papers. In addition 741 papers are published
In the USA 60 foreign language newspapers are
published for ethnic groups.
The large number of newspapers in this country
provides an opportunity for corporations and
associations to secure valuable publicity.
Knowledge of the editorial functions of newspapers is essential in the
preparation and distribution of publicity and relations with the media.
The publisher is in charge of the editorial staff of a daily. He or she is
responsible for the editorial policies and plays a more or less active
part in determining editorial content .The managing editor is
responsible for the news content of the paper, supervises the city
editor and in some cases the editorial and feature writers as well.
The city editor is responsible for all local news. The staff of city editor
includes local news reporters ,rewrite men and women, feature editor
and special editors including the business editor, lifestyle editor
etc..The city editor and special editors are the principal outlets for
local publicity of company’s publicity and photographs distributed by
State, national, international news in large papers are the responsibility
of state national, international editors who usually report to
managing director of the news agency. They handle news from head
bureau of newspaper and collect it from the staff correspondents.
It is also customary for company to regularly send annual reports, news
releases, and company publications to editorial staffs to keep them
informed of the company’s activities.
NEWS SYNDICATES AND WIRE SERVICES
News syndicates and wire services distribute news to
newspapers throughout the country.
Two major wire services in the USA:
United Press International(UPI)
These two services operate through regional wires, and
state wires in the USA. The news copy and
photographs are sent through the system by means
of electronic transmission.
Through AP and UPI copy is transmitted with
unbelievable speed to the nation’s news computer.
Also, most of the nation’s major news media have
high speed-teleprinters of commercial “PR wires”
which are used by practitioners to send press
releases to newsroom simultaneously.
SPECIALIZED NEWS SYNDICATES:
These are associations of newspapers and private
firms providing newspapers with special articles,
photographs, and cartoon strips.
These are a major channel of distribution for publicity
of regional or national interest.
Four principal types of news syndicate:
a) Wire service syndicates
b) Feature syndicates
c) Illustration syndicates
d) Distribution syndicates
NEWSPAPERS AND ADVERTISING
Newspapers advertising is used locally in community
relations and nationally to communicate with the
Specificity of message addressed.
A variety of special sections in Sunday newspapers.
To communicate with ethnic groups, specialized
newspapers are used, such as foreign language
NEWSPAPERS AND RELATED RATES
Newspaper national rates are generally quoted in agate lines.
Weekly and small dailies may quote their prices in column inches.
Classified advertising usually being charged on cost per word
Some newspapers require advertisers to pay the full agate line rate
even if they have a contract for bulk. At the end of the contract
period, they adjust the rates and rebate the difference to the
advertiser. While some newspapers charge the advertiser on the
basis of lowest contracted rate from if the advertiser does not meet
the terms of contract , the advertiser must pay the difference to the
newspaper agency. This difference is known as short rate.
They tend to
The typical issue is read by several persons and will
likely to be preserved for future purpose.
The attractive appearance, good paper, and fine color
reproduction of magazines make them ideal for product
The editorial staff of a magazine is headed by an editor in chief with an
executive editor and a managing editor as assistant. The editorial staff
includes a chief editorial writer, art director, copy editor, picture editor,
and chief of research supported by associates and reporters.
News magazines also maintain national and foreign news departments
with correspondents located in different countries and cities.
General magazines have special editors for sports ,education, science,
Magazine publicity is placed through personal contacts with editors of
the specialised departments of magazines.PR practitioners maintain lists
of magazine editors classified according to the types of editorial material
MAGAZINES AND ADVERTISING
Advertising is placed in trade ,technical, and business magazines and
specialized religious, agricultural publications to communicate with
business and special-interest groups.
General magazines are used for institutional advertising to the general
public.Business,professional,and vocational magazines carry public
relations messages that appeal to the particular interest of influential
persons,teachers,business executives,ministers,journalisits,and other
Consumer magazines offer the advertiser an opportunity to reach highly
selected audiences. and business publications can reach virtually any
segment of agriculture or trade, the industries, or the professions
effectively and selectively.
Magazine space is usually sold in units such as the whole page, half
page, quarter page, and so forth. Some periodicals also quote rates by
agate line. Many of them offer discounts-usually on the basis of
frequency or volume of content.