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


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

  1. 1. Public Relations, Journalism & the Internet: a Game-Changer?<br />By Alyssa Pallotti, Megan Rutkowski & Ali Tager<br />
  2. 2. What is public relations?<br />The business of inducing the public to have understanding for and goodwill toward a person, firm, or institution<br />Merriam Webster Dictionary<br />
  3. 3. The evolution of pr: Last 50 years<br />Edward Bernays & Ivy Lee first coined the term “public relations”<br />Originally used to promote wars, politics, religion, and products<br /><br />We will view the interactive timeline above.<br />
  4. 4. The evolution of pr: Last 50 years<br />Began being usedfor planning & preventionrevention<br />PR became more sophisticated <br />Government and Hollywood supported PR<br />Women entered field<br />Schools & professional associations established<br />Corporations and activists began to utilize PR<br />Code of ethics established<br />
  5. 5. The evolution of Pr: Recent years<br />“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”<br /><br />
  6. 6. The evolution of pr: 1.0 vs 2.0<br />1.0<br /><ul><li>Traditional press releases
  7. 7. Pitch letters
  8. 8. Directly from company to journalists & mainstream media
  9. 9. Communication from sender to receiver only</li></ul>2.0<br /><ul><li>Blogs/Microblogs
  10. 10. Photosharing sites
  11. 11. Bookmarking sites
  12. 12. Social networks
  13. 13. All multimedia
  14. 14. Linkable text
  15. 15. Video/audio
  16. 16. Shared comments
  17. 17. 2 way communication: sender to receiver, feedback from receiver</li></li></ul><li>WHAT are people saying about the current environment?<br />PR has taken a lead in strategic communications due to its ability to adapt to consumers’ changing values<br />The internet and cell phone technology have led to two way dialogues between consumers and companies<br />“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<br />
  18. 18. What can we expect for the future of pr?<br /><ul><li> Communicating on a smaller scale, individual mindset more important than audience mindset
  19. 19. Customer service intertwined more with PR
  20. 20. Will become more proactive than reactive
  21. 21. Educational training will be geared more towards social media but will still touch upon traditional styles</li></li></ul><li>What are people saying about Traditional tools?<br />DEAD<br /><ul><li>Press releases are nearly useless
  22. 22. Journalists can write stories just based on snippets from PR practitioners
  23. 23. The need for “Tweets” has surpassed the need for press releases
  24. 24. It is said that the press release died in Summer 2010</li></ul>ALIVE<br /><ul><li>Nearly 75% of journalists enjoy email press releases if content is “high quality & well-targeted” (750 journalists in 15 countries)
  25. 25. Can use social media releases and traditional releases to complement each other
  26. 26. Stakeholders & investors still need information through press releases
  27. 27. Not everyone is on Twitter!</li></li></ul><li>Three areas of change in pr<br />Audience Feedback<br /><ul><li>Typically, messages were sent as follows: Company  PR Team  Journalist  Public
  28. 28. Now, audiences can give feedback to companies through forums, etc.</li></ul>Social Media<br /><ul><li>Allows companies to communicate constantly with global audiences efficiently
  29. 29. All participants can participate in communication with consumers and clients
  30. 30. Can control own image</li></ul>3. Proactive Strategy<br /><ul><li>Companies are taking initiative to promote positive programs rather than waiting to respond to a crisis</li></li></ul><li>PR vs. journalism: the great debate<br />Public relations people believe journalists treat them with suspicion and that they twist their honest words when reporting<br />Journalists think public relations practitioners “spin” stories to make their companies look better, creating a lack of trust<br />They must work together because they have a mutually dependent relationship.<br />
  31. 31. What is Journalism?<br />The collection and editing of news for presentation through the media. <br />Merriam Webster Dictionary<br />
  32. 32. The Evolution of Journalism: Last 50 years<br />The New York Times<br />USA Today<br />The Washington Post<br />The Wall Street Journal<br />The Los Angeles Times<br />
  33. 33. What was journalism traditionally? <br />Journalists controlled:<br /> - What became news<br /> - How it would be reported<br /> - How it would be delivered<br />“We write, you read.”<br />
  34. 34. How has Journalism evolved?<br />
  35. 35. What is crowdsourcing?<br />The practice of obtaining needed services by soliciting contributions from a large group of people… rather than from suppliers . <br />Merriam Webster Dictionary<br />
  36. 36. How has the ‘crowd’ evolved?<br />Robert Park characterized the crowd as an “unthinking herd.”<br />Mob mentality <br />more powerful <br />than individual <br />thought and <br />action<br />
  37. 37. How does crowdsourcing work?<br />1.) The public performs general observation. <br /> 2.) The public breaks news. <br />3.) The public conducts <br /> investigative work. <br />
  38. 38. What are the trends in Journalism?<br /><ul><li>Move to online material being primary source</li></ul>  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. <br />
  39. 39. What are 3 Areas of Change in Journalism?<br />Online Material<br />Ability for public to create and report news<br />Pay for material<br />
  40. 40. What are 3 Implications for Journalism?<br />Losing subscribers<br />Less reliance on major news sources<br />Shift in ways and medium of getting information out<br />
  41. 41. What is a paywall?<br />A website that restricts access to certain content only to paid subscribers.<br />
  42. 42. The New York Times<br />March 28, 2010<br />- $15 for a four week subscription- online + app<br />- $20 every four weeks- online + tablet<br />- $35 every four weeks- ALL ACCESS<br />20 free articles a month for free<br />
  43. 43. What are the Pros of the Times’ Paywall?<br />Without consistent source of revenue no company can afford to give away its material for free indefinitely<br />Advertisers pay more for ads on a site where people pay to get on<br />
  44. 44. What are the cons of the Times’ Paywall?<br />Few Subscribers<br />People find ways to get around it<br />“?gwh=numbers” from the URL.<br />Users get 25 free articles per day through search engines<br />Unlimited access to articles when accessed through social networking sites<br />Lower traffic on site<br />
  45. 45. What is Astroturfing?<br />A form of advocacy in support of a political or corporate agenda designed to disguise the efforts of a political/commercial party.<br />The word is a derivative of AstroTurf, a synthetic brand of carpeting designed to look like natural grass.<br />
  46. 46. What are some examples of Astroturfing?<br />The Los Angeles Times v. Microsoft<br />Comcast v. Big Ten Network <br />Business Week vs. ASK Public Strategies <br />Lifestyle Lift v. New York State<br />
  47. 47. What is the Future of Journalism?<br />
  48. 48. Works Cited<br /><br /><br /><br /> <br /> <br /> <br /><br /><br /><br />