Post on 13-Jan-2015
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PUBLIC RELATIONS, JOURNALISM & THE INTERNET: A GAME-CHANGER?
BY A LY S S A PA L LO TT I , M E G A N R U T KO W S K I & A L I TAG E R
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
http://www.dipity.com/SEUPRclass/The_history_of_public_relations_in_the_U_S/
We will view the interactive timeline above.
Edward Bernays & Ivy Lee first coined the term “public
relations”
Originally used to promote wars,
politics, religion, and products
THE EVOLUTION OF PR: LAST 50 YEARS
PR became more
sophisticated
Government and Hollywood
supported PR
Schools & professional
associations established
Women entered field
Corporations and activists began to utilize PR
Code of ethics established
Began being used for planning & preventionrevention
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”-proactivereport.com
THE EVOLUTION OF PR: 1.0 VS 2.0
1 . 0• Traditional press
releases
• Pitch letters
• Directly from company to journalists & mainstream media
• Communication from sender to receiver only
2 . 0• 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?
D E A D
• 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
A L I V E
• 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
1. Audience Feedback• Typically, messages were sent as follows: Company PR Team
Journalist Public• Now, audiences can give feedback to companies through forums,
etc.2. 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
Journalists think public relations practitioners “spin” stories to make their companies look better, creating a lack of trust
Public relations
people believe
journalists treat
them with
suspicion and
that they twist
their honest
words when
reporting
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
TimesUSA Today
The Los Angeles TimesThe Wall Street
Journal
The Washington Post
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
action
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
Pay for material
Ability for public to create and report news
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
- $15 for a four week subscription- online + app
- $20 every four weeks- online + tablet
- $35 every four weeks- ALL ACCESS20 free articles a month for free
March 28, 2010
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?
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
Few Subscribers
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
Lifestyle Lift v. New York State
Business Week vs. ASK Public Strategies
WHAT IS THE FUTURE OF
JOURNALISM?
WORKS CITED
http://www.nytimes.com/subscriptions/Multiproduct/lp5558.html?campaignid=37Y87
http://www.reportr.net/2010/10/15/impact-crowdsourcing-journalism/
http://www.youtube.com/watch?v=8CbiMXV8U4M
http://becky-johns.com/2011/future-of-pr-sxsw/
http://mashable.com/2010/07/23/internet-journalism-survey/
http://www.hieran.com/netpr/netpr.pdf
http://www.proactivereport.com/c/pr/pr-trends-in-2010-the-future-of-pr/
www.proactivereport.com
http://www.dipity.com/SEUPRclass/The_history_of_public_relations_in_the_U_S/