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Newspapers and magazines

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Newspapers and magazines

  2. 2. INTRODUCTION: The news media constitute a major factor in PR. controlling the flow of publicity through the most important channels of public communications. 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.
  3. 3. NEWSPAPERS Major medium of publicity. Influence public opinion. Read by millions and enjoy reader confidence Regular appearance. Intensive coverage of local and regional areas. Appeal to special interests of different groups. Special sections providing opportunities for product publicity.
  4. 4. SOME FACTS:  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 on Sunday.  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.
  5. 5. NEWSPAPER ORGANIZATION 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 PR departments.
  6. 6. 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.
  7. 7. NEWS SYNDICATES AND WIRE SERVICES AND PUBLICITY News syndicates and wire services distribute news to newspapers throughout the country.  Two major wire services in the USA: Associated Press(AP) 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.
  8. 8.  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.
  9. 9. 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
  10. 10. NEWSPAPERS AND ADVERTISING Newspapers advertising is used locally in community relations and nationally to communicate with the general public.  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 press.
  11. 11. 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 basis.  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.
  12. 12. MAGAZINES For special interests group and general public Medium for product news They tend to be read leisurely and thoroughly
  13. 13.  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 promotion.
  14. 14. MAGAZINE ORGANIZATION  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, travel etc.  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 they use.
  15. 15. 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 groups.  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.