DA010 - Professional Diploma in Public Relations - COMM6024EP Media Relations and New Media Technology (2011/10) Lecture 2 Types of media and their characteristics; media organization in Hong KongDeveloped and Presented byRoy Ying, Msc., B.Comm.Note: Pictures used in this power point fileis for academic Purpose only
Table of Content• Print vs. electronic vs social media• Identifying target audience and deciding the medium of communication• The media landscape in Hong Kong• Differentiation between dailies, radio, online, TV, newswire, journals, column and features• Tutorial – Group discussion of current news
Print media• Print media refers to publications that are distributed in a printed form on paper, such as newspapers, which must be delivered to customers in physical form either through hand delivery or physical purchase.• Class: Class: Can you give examples Can you give examples of print media in HK? of print media in HK?
Various Types of Print media• Newspapers: Newspapers are the most popular forms of print media.• Magazines: Magazines are one such form of print media that give a more specific target group.• Newsletters: Newsletters also form an important part of print media. These target a specific group of audience and give very targeted information relevant to the group.• Brochures: Brochures give detailed information about the subject. These are mainly distributed at events or in a form of direct mail.• Books: Books are an effective form of communication provided that they are properly marketed and distributed.• Apart from these media, direct mail, flyers, handbills/leaflets, banner, billboard, press releases etc are all the various types of print media Class: Class: Identify which is a push, and Identify which is a push, and which is a pull media tool? which is a pull media tool?
Electronic Media• Media that use electronics energy for the end-user to access the content. This is in contrast to print media. Class: Class: Under this Under this definition, what definition, what examples of examples of electronic media electronic media can you think of? can you think of?
Identification of audience & communications mediumOld school in marketing – based on the “5W Concept”• Who• What• When• Where• Why (sometimes referred to “How”)
Who• Identification of your target audience determines your communication medium
Who• Group Discussion – Post 80s young people – Mainland consumers – Wedding couples – Pregnant Mothers – Chairmen and CEOs
When• Timing is everything. The time of day, the day of week and the season of the year are all relevant.• What are the elements to be considered? – Your targeted journalists’ schedule – Are there major events they must attend during the year so your releases are less likely to be picked up? – What are their deadlines? You should work towards setting a deadline for yourself so you can deliver your stories before their deadlines – Do they have desk research habits? What time of the day are they likely to be behind their desks and willing to answer telephone calls?
When• Know your journalists’ ethnic, and religious religious background – Christmas – Chinese New Year – Happy Diwali (Indian) – Ramadan (Islamic) – Thanks giving & 4th July (America) – Siesta (Spanish speaking countries) – Sometimes, FIFA World Cup can be just as a festival• Very difficult to get journalists to answer
When• Major Events – World Expo – World Cup – Olympics
Where (for PC)• Venue’s class• Location• Accessibility – Public transport – Loading and unloading area Class: Class: Will the attractiveness Will the attractiveness of venue affect the of venue affect the turn out rate of turn out rate of targeted media? targeted media?
What• The content of your release or PC – What is the purpose of releasing the news? – What are your consideration in deciding how to communicate with media? – What’s in it for the press? – What’s in it for you? Remember, you are in competition with other sources of news for press’ time. Do not proceed to plan for a PC unless you are convinced that you have a good story to tell
Why (or How)• Sometimes, this is not a relevant question. You just know that you have to do a release or a press conference. Class: Class: Think of occasions Think of occasions• Other times, you need where you must where you must hold a press to think of why journalists hold a press conference? conference? will carry your story, and quite often, you have to think of “how” to get media’s interest
The media landscape in HK Class: Class:• Television (2 free, 1 paid)Is Now TV Is Now TV considered a considered a• Radio TV station? TV station?• Newspaper (more and more free papers)• Magazine• Internet radio (some may not even be properly licensed)• Public space media (apart from outdoor billboards, what else?)
The media landscape in HK• Relevant authorities – Hong Kong Broadcasting Authority (BA) regulates broadcasters in Hong Kong by licensing and penalties according to the Broadcasting Regulation. – Television and Entertainment Licensing Authority (TELA) is responsible for monitoring television and radio broadcasting to secure proper standards. – Radio Television Hong Kong, operates as an independent government department. Class: Class: Can you think of one piece of Can you think of one piece of news related to each one of the news related to each one of the 3 authorities? 3 authorities?
The media landscape in HKRelevant Ordinance• Registration of Local Newspapers Ordinance (Cap. 268), provides for the registration of local newspapers and news agencies and the licensing of newspaper distributors.• Books Registration Ordinance (Cap. 142) (Cap. 106), provides for the registration and preservation of copies of books first printed, produced or published in Hong Kong.• Telecommunications Ordinance (Cap. 106), makes better provision for the licensing and control of telecommunications, telecommunications services and telecommunications apparatus and equipment.• Control of Obscene and Indecent Articles Ordinance (Cap. 390) controls and classifies articles which consist of or contain material that is obscene or indecent. Obscene Articles Tribunals are established to determine whether an article is obscene or indecent.• Broadcasting Authority Ordinance (Cap. 391), provides for the establishment and functions of a Broadcasting Authority.• Broadcasting Ordinance (Cap. 562), licenses companies to provide broadcasting services and regulate the provision of broadcasting services by licensees
The media landscape in HK• Press Council was established in July 2000. The objective of the Council is to promote the professional and ethical standards of the newspaper industry, defend press freedom, and deal with public complaints against local newspapers. It is an independent organization
What do they do?Typical set up of a newsroom• Reporters sit at desks, gather information, and write articles or stories• These stories are submitted to editors, who usually sit together at one large desk, where the stories are reviewed and possibly rewritten.• Once finished, editors write a headline for the story and lay it out on a newspaper or magazine page with maps, charts, images or graphics• Copy editors who review stories for publication work together at the copy desk, supervised by the news editor. Assignment desk editor, who supervise reporters work, may work with the copy desk.
How does a news room look like? (electronic media)