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    121 views28 pages

    PR Principles & Practices Chapter 10

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    PR Principles & Practices Chapter 10

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    Chapter 10 External Media and Media Relations LEARNING OUTCOMES After studying Chapter 10, you should be able to: 1 Discuss the major controlled and uncontrolled media used for communicating with external publics. 1 Outline how new media and social media affect external communication practices, it Define the relationship between practitioners and journalists as being mutually dependent and mutually beneficial, but as sometimes adversarial, 1 Outline basic guidelines for building good media relations and working with the media. Every newspaper when it reaches the reader is the result of a whole series of selections as to what items shall be printed, in what position they shall be printed, how much space each shall occupy, what emphasis each shall have. There are no objective standards here. There are conventions. —Waurer Lippmann, 1922! The Internet gives you the power to end-run reporters, editors, and even coniplete news organizations when you really need to communicate directly with important audiences. —Surmtey FoLton anp AL Govan; 2002" ractitioners of public relations use printed words, spoken words, images, and combinations of all these communication forms. They use both controlled media and uncontrolled media to communicate with their organizations’ many publics. Controlled media include those in which practitioners have the say over what is said, how itis said, when its said, and—to some extent—to whom iti said. Many of these were discussed in Chapter 9. Uncontrolled media—sometimes called “earned media”—are those over which practi Yioners have no direct role in decisions about media content. Instead, media gatekeepers decide if something is reported, what is reported, how it is reported, when its reported, and to whom itis reported ————————eeEeee v 210 Part it + Foundations Technology has changed our notions about media, especially the concept of mass media Newspapi ‘Three ey changes with implications for public relations are as follows: (1) audiences have become fragmented, choosing ever smaller niche media for their own unique needs, as opposed In spite of d th being part of an undifferentiated mass; (2) audiences are more active, choosing two-way the public i tnedla that permit interactivity, as opposed to one-way media that permitted only passive recep of the news: tion of information; and (3) a “citizen journalist” today is anybody with a camera cell phone and mos politic Internet access, as opposed to trained professional who reports the news. much that g What follows is'a snapshot of the major media used in public relations. The first part of Dally, this chapter examines the traditional media used primarily to reach large and dispersed publics. foreign-lang "The second part of the chapter summarizes some of the new media and social media that have Peat: Bor ts Changed public relations practice. The chapter concludes witha discusion of media relations, newspaper i historically one of public relations’ primary assignments. a ae journals: TRADITIONAL MEDIA, NEW USES 7 Such with large and widely dispersed publics, Consequently, workin public relations requires under- and t Standing of and skis in using newspapers, magazines, trade publications, radio, television, cable, ae direct mail, books, and so on. To handle this part of the job, practitioners must understand the tole of information, the various media and their production requirements, andthe values of the US.1 gatekeepers who control access. ‘The Washis Practitioners also need to understand that media are constrained by their mechani- His Europe cal requisements, their values, their rules, and—for many—the necessity of “delivering” an in Spain, 7 Gudience to advertisers. Today’s communicators are confronted with a paradox: Multiplying include jap ‘channels of communication permit a sharper focus of messages but greatly escalate compe Statesman. tition for audience attention. Furthermore, audiences today are more fragmented than in ness execu generations past, and they are also more active in the selection of which media messages get Financial 7 their attention, ‘Acco ‘Mass media reach nearly every home and workplace, showering citizens with far more but they se aessages than they can absorb. General and specialized media appear fo represent an easy way leading seg to disseminate ideas and information to publics, but appearances can be deceptive. Just because Sireet Jour these media distribute messages and have audiences does not mean that the messages are WST surpa received, attended to, or acted upon. 2.1 million “Additionally, the traditional mass media have a relatively fixed capacity; newspapers and more than magazines have a limited number of columns for editorial matter, and there are only 24 hours New ina broadcast day. Hence, no one of these media can possibly convey all the news and informa- Frankfurte tion available. Receivers also have limited time and attention to give tothe millions of messages. is shaped Even in the 24-hour-every-day media world crammed with messages, only a tiny portion get rial endor: past the door and into the home by way of traditional media. Few of those get attention. Fewer to bring t yethave impact. tions firm ‘Nonetheless, mass media constitute the key components in a nation’s public-information inthe Star system, a system in which pubic relations practitioners play an increasingly important roe a8 similarly s Sources for an expanding proportion ofthe content. Many sources compete for access to media, New however, so practitioners must continually adjust their communication strategy to rapidly oon public changing media and audiences. tion). For Despite the advent of new media technologies, the idea thet “traditional media are dead” whether t isamyth. In fact, ndings of a media sage survey by Ketchum and the University of Southern gerthe pri California Annenberg Strategic Public Relations Center show that 62 percent of consumers in shaping tune in to their local television news, 63 percent read local newspapers, 65 percent watch major remain th network news, and 49 percent watch cable network news? Thus this chapter begins witha dis sinc cussion of traditional media, because they remain the core of public relations practice. prime sou ¥ ‘Chapter 10 + External Media and Media Relations 211 Newspapers In pite of declining numbers and decreasing readership, newspapers remain the workhorse of the public information system. When people think of publicity, they almost instinctively think of the newspaper. And for good reason, because newspaper coverage remains the foundation of, ost political and public policy information programs...and frequently serves as the source of much that gets reported in other media Daily, weekend, Sunday, weekly, semiweekly, ethnic, labor, religious, scholastic, and foreign-language nevespapers typically are read by the most literate people, whether online or in print. For the most influential citizens—the “opinion leaders” discussed in Chapter 8—reading the pewspaper is as much a daily habit as eating and sleeping. In fact, one study found that “readers bf newspaper Web sites are 52 percent more likely to share their opinions than those who do not visit newspaper sites."* As a result, the influence of the world’s great newspapers is also great. Journalism scholar John C. Merrill refers to these a the “internationally elite newspapers": ‘Such papers—mainly dailies—are read by the world’s intellectwals, political and opinion leaders, and cosmopolitan, concerned citizens of various countries. They are directed at a fairly homogeneous audience globally and have a greater interest in international relations and the arts and humanities than the general run of mass-appeal papers. They are well- informed, articulate papers that thoughtful people the world over take seriously.? US. papers on Merrill’ list of elite dailies include The New York Times, Los Angeles Times, ‘The Washington Post, and The Christian Science Monitor—the latter now published online only. His Buropean list includes Le Monde in France, Neue Zircher Zeitung in Switzerland, El Pais in Spain, The Daily Telegraph in England, and Svenska Dagbladet in Sweden. Asia's elite dailies include Japan's Asahi Shimbuos and Mainichi Shinsbum and India’s The Times of India and The Statesman. In the 2011 European Opinion Leaders Survey (EOLS) of more than 1,600 busi- ness executives, politicians, scientists, media staff, and artists in 17 countries, the London-based Financial Times ranked as the most “influential” and “respected” international media title® ‘According to Merrill, “The elite papers recognize that they will nt reach many people, but they sek to have an impact that no other medium does on the serious, intellectual, opinion- Jeading segment ofthe world community.”” Although not on his list of elite papers, the The Wall Street Journal (WSJ) and USA Today both reach large U.S. and international audiences, with the WSJ surpassing USA Today as the largest USS. daily with a worldwide circulation of more than 21 million and readership of 4.3 million adults in 80 markets. USA Today hes a circulation of more than 1.8 million, with more than 3.2 million readers.® Newspapers are a moving force in society. As the Tate Supreme Court Justice Felix Frankfurter once said: “To an extent far beyond the publics own realization, public opinion is shaped by the kind, the volume, and'the quality of the news columns.” Nor should edito- rial endorsement be totally discounted. For example, when last-minute challenges threatened to bring to a halt the “Block E” downtown revitalization project in Minneapolis, public rela- tions firm Carmichael Lynch Spong helped place an opinion piece written with the city mayor in the Star Tribune, the major daly in Minnesota. Within days, the paper’ editorial staff wrote a similarly supportive editorial. The project proceeded without serious opposition and delay. ‘Newspaper scholars have suggested that the power of the press comes from its impact ‘on public interest in important issues (see Chapter 8 for discussion of the agenda-setting func tion). For example, newspaper readers’ opinions about candidates for public office are affected by whether the local newspaper covered those candidates positively or negatively.’ Although no lon- ger the primary news medium for the majority of Americans, newspapers remain a powerful force in shaping the public agenda and influencing the outcome of debate. In addition, newspapers remain the primary medium when consumers look for advertising, with the Internet second."° Since the early part ofthe twentieth century until World War Il, when newspapers were the prime source of news and entertainment, the number of daily newspapers has declined. The number 212 Partil + Foundations began to stablze in the 1950s and remained about the same through the mid-1970s, For ample Meee were 1,772 daly papers in 1950, with only 16 fewer, 1,756, in 1975. Today, however, she num- ceria deopped to fewer than 1450 dales because of mergers and discontinued editions” ‘Newspaper circulation in the United States peaked inthe early 1990s at almost 63 milion, ‘but nov is less than 50 million. In 2011, for example all bt 7 of the 25 largest U'S. newspapers ‘ported lower crultion. The New York Times remains the largest Sunday paper with more than Teomilion subscribers. The WallStreet Journal increased its electronic circulation by 22 percent tb more than 300,000.12 The number of daily newspaper readers per copy remains relatively sere 3 but has increased during the past decade to almost 26 for Sunday newspapers. ‘Although newspaper circulation is decreasing inthe United States, Australi, and much of rope iis increasing significant Afice, South American, and Asia. Total wortdvide newspaper “ireetavion totals more than 540 milion daly sales, not counting the millions of free newspaper Gfovributed each day, according to the World Association of Newspapers." There are now more than 2,700 subscription daily newspapers in India, with an increase of more than 45 percent since Jos, India now has more paid-for newspapers than any other country, and The Times of India is the wor’ bigest English-language newspaper, with a circulation of 4 million. According to Te ae rons even wth 200 million Indians reading newspapers each day, experts predict more growth pecatuse broadband remains beyond the reach of most ofthe almost billim nonsubscribers.° ina Newspaper Association of America survey, 45 percent of adults said they had read a daily print newspaper or ils online edition “yesterday.” 45 percent had read a newspaper lat Sandzy, and 6S percent had read a daly and/or Sunday print newspaper during the past week Howedgr only 25 percent of 18- to 24-year-olds read a newspaper daily, compared to more than $5 percent oF those 55 and older. On the other hand, more than 58 percent ofall collegs grads, aaeeind more than 57 percent of heads of houschold with incomes greater than $100,000 read ewspapers in print or online ® Newspapers tend to attract disproportionately white readers however, Forty-nine percent of whites read a daily newspaper, but only 43 percent of Afsican IRmericdns, 38 percent of Asians, and only 27 percent of Hispanic adults.” "The nunber and circulation of weekly and other newspapers published less than four times each week has rebounded in recent years. There are 6,659 “weeklies” with a total crcl: tion of almost 50 million. Most weeklies emphasize local news about government, nonprofit srganzatons, schools spots, business developments, and personal news, Likewise births wed- dings, anniversaries, and obituaries are big news. “The Sunday paper generally gets a more intensive and leisurely reading, It tends to empha size feature material—stories without a time element—with stories often more like those ip SYhagatine than ina dally paper. In addition, practitioners should not overlook the national Suncuy supplement magazines and local weekend magazines published by large-city newspa: pots or example, 600 Sunday newspapers distribute Parade Magazine, with a ctclaton of ai vallion and almost 70 million readers. The second-largest Sunday supplement is Gannett Co. Te MNTSA Weokend, which is distributed by 700 newspapers each weekend with a circulation of almost 28 million and 48 million readers.” ‘Newspaper space allocated to news has decreased in recent yeas, atleast relative to the increased glut of information pouring into newsrooms. Typically newspapers devote about 50 percent of thelr space to editorial mater, some as litle as 25 percent, The rest is advertising {averaging 46 percent) and unpaid pubic service (4 percent). Local news makes up the largest proportion of editorial content—about 75 percent of all news published “The strengths of newspapers are many. No other medium offers comparable audience sie and breath, day in and day out or the range and depth of content. Most newspapers are produced qrocal communities and ae indigenous to those communities. They have a firsthand intimacy with thelr local publics. The local YMCA can reach its community publics through its local newspaper “The ste health department can reach its publics through the state's daly and weekly newspapers J scaumercal eoncern with regional distribution can reach its publics using a regional selection of ‘pewspapers. Similarly, a national organization can reach many national audiences with newspapers Ta chore local connections give newspapers a perceived credibility thats hard to match. ‘Chapter 10 + External Media and Medis Relations ‘Technology has changed not only the content of newspapers, but also their organizational structUTeS, ncreasinglY. 1 Internet ‘with almost half of newspapers with circulations under 25,000 implementing “paywall. business models, and how they process news and information (see Exhibit 10.1). ewspapers are charging online readers for access to what had been free on the exiiBtT 10.1 Newspapers Try to Find Their Way in Changing Times | Bill Furiow, Partner” Furlow Communications Natchez, Mississippi ‘This isa trying time for newspapers. I may in fact, be the end of their era as the fundamental source of information, not only for their own readers but for other news modia as well ‘Competition from new media for readership and ad reve- rue as caused profitability —already unacceptably lw for many investors—to plummet, Companies that just a few years ago were consolidating thelr newspaper holdings ae looking now for ext strategies. Papers in big cites like Philadelphia, Detroit Denver, San Francisco, and Seattle are folding or hanging on by ‘thread. Newstoom staffs are shrinking dramatically, and the appetite forthe most expensive types of reporting is waning. Despite al that, newspapers remain a bread-and-butter Information source for many people and are stil the bost way to communicate certain stories. Readers vino get al their news, ‘rom one sources lke the Hutfington Post, the Daly Bees, of the website of Fox News or CNN aro stil reading stories directly ar indirectly produced by newspaper reporters. But the line between newspapers and other media has essotaly dissolved. No longer does a newspaper reporter spend hours, porhaps days, gathering facts before siting down to write and route a story he or she hopes is comprehensive and easily Understandable. As with wire sorvices of ol, today’s newspaper Jouralistis under constant pressure to get the story onthe Web. Rethor than a sidebar, the reporter must blog, even tweet—not a ‘moment tobe wasted, Even in federal cour, the most stald, deco ‘ous venue tis side ofthe Vatican, reporters are sending nearly ‘verbatim transcripts of proceedings almost in real ime. Naturally, the rush to publish lead to less research, shal- ‘ower thinking, poorer editing and more mistakes. So how do these changes affect the public relations ‘rofessional? For young persons ontring the profession, probably not ‘much other than having to listen to war stories about how there once was a simpler time—the 1990s—en newspapers were king and everyone knew the rules. Today's young adult is accus= tomed to ving ia world in wich information is amorphous, so ‘ho har part might be learning to deal with newspapers at all. But thoro are reasons to Keep newspapers in the media ‘mix when planning a public relations campaign, handing a crisis, or promoting an issue or cause. Other than magazines, which publish joss frequently and are harder to crack, papers sill have the best resources for ‘explaining a complex issue. And, notwithstanding the previous iscussion of newsroom downsizing, they do have editors to at least ajtempt to function as a buffer, asking questions of the reporter and checking fr accuracy. The opinion pages of newespapers remain the daily forum. {or politcal discussion, usually with opposing sides of issues ‘argued on op-ed pages. ‘And in smaller cities and towns, the newspaper may be the only source of orignal reporting. The fact that many community newspapers are financially hoalthy 1s good for their owners, good for young, Journalists, and good for their readers. But dealing with a young, overworked staff has its own set of problems. For example, an entre paper may lack institutional knowledge that goes back more than just a few years. So proper context cannot be assumed; rather it must be provided by he PR person working vith the journalist. Its infuriating to se0 an inexperienced reporter become seduced by one side of @ controversy before completing the basic reporting on a story. And it's mind-blowing for papers to publish accusations without seoking response. ‘Those situations require the PR person to deluge the reporter with information, including fundamental background, to stress repeatedly that he or she is avalable to answer futher {questions and to insist that the llent be trated fay, intuding ing given an opportunity to comment on any allegation that wll be published, ‘One posite change Is that reporters are easier to reach than they were in the “good old days.” heir emails are nearly always given at the ends of their stories, and they read email frequently. Cell one numbers ao often let on reporters’ voice ‘mall greetings. The demand on them to produce copy in realtime thas the upside of making them more accessible. ‘Newspapers are struggling to find the formula that wil allow them tobe relevant and to make money. Most aren’ there yt Nevertheless, they stil serve milion of readers and remain Important to many of our emplayors and cons The day may ‘come when we no longer need this kindof page in a textbook Tike this. But i's not here yet. *Furlow ig a former Los Angeles Times editor and is 2 partner in Furlow Communications, LLC (ww. furlow Eommunications.com), which specializes in erisis and strategic communications ——————————————EES= 214 Partil + Foundations But convincing people to pay for online access remains largely an experiment for newspapers. As cone skeptic said, “That's only going to work where you have highly specialized information that's not avalable anywhere else.” ‘Economics have also changed newspaper relationships. Instead of being fierce competi tors with radio and television stations in their markets, many now share the same ownership. As a result, they may share staff and content, Some newspapers form alliances with broadcast and ‘cable media to share content and to attract larger audiences for their advertisers. Hence, the tile in Exhibit 10.1—"Newspapers Try to Find ‘Their Way in Changing Times.” Wire Services and News Syndicates [News wire services economically and effectively distribute human interest stories and spot news to state, regional, national, or international media. For timely stories not limited to a locale, placing them on the wires increases the liktthood of immediate and widespread coverage. Being ‘arried by a wire service also increases the acceptability of the practitioner's copy. A well-written wire story can reach newspaper readers, radio listeners, and TV viewers across the nation or round the world, Transmitting millions of words and pictures daily, wire services are influ ential beyond calculation. Access to these networks is through the nearest bureau or “stringer” correspondent. Each of the two major wire services in the United States operates international, national, regional, state, and local bureaus. In addition to their newspaper subscribers, both serve online and broadcast customers with news copy and audio feeds. Both sell their news reporting services and products to media worldwide. The Associated Press, founded in 1846 and headquartered in New York City, has 3,700 employees working in 300 locations worldwide. “AP"—as itis better known—sends news in six languages to almost 17,000 media subscribers in 121 countries. As the AP website boasts, “On any given day, more than half the world’s population sees news from AP.” It is a not-for- profit cooperative owned by 1,500 member newspaper and broadcast members. Subscribers in the United States include almost 1,700 newspapers, ,000 radio and television stations, and the AP “Essential News Production System” (AP ENPS) operating in 800 newsrooms in more than 60 countries. In addition, AP markets its news services and content to nonmedia clients. Beginning in early 1993, AP began transmitting publicity photos for a fee, putting it in direct competition with the publicity wire services, (See wwwap.org.) United Press International (UPI) is headquartered in Washington, D.C., and has been owned since 2000 by global multimedia company News World Communications. It was formed i in 1958 by the merger of United Press (founded in 1907 by newspaper magnate E. W. Scripps) and Wiliam Randolph Hearst's International News Service. UPI operates under the principles that it provides an independent coverage of world news and that any newspaper or news organi zation may purchase the news prodict. In addition to English it provides Middle East news cov tage in Arabic and Latin America coverage in Spanish, UPI maintains offices in Beirut, Hong Kong, London, Santiago, Seoul, and Tokyo. (See wwwupi.com,) ‘The world's largest international news agency is New York-based Reuters (formerly based in London), with more than 2,800 full-time editorial staff, journalists, photographers, and videographers working in more than 200 bureaus in more than 100 counties. Even though best known for its news products, about 90 percent of Reuters’ revenue comes from its Financial se vices business, with more than 370,000 financial professionals as subscribers (see http://www about.reuters.com). Founded in 1851 as an independent company, Reuters was acquired in April 2008 by Stamford, Connecticut-based Thomson Corporation, an international information services company with more than 55,000 employees.” i Internationally, Agence France-Presse (France)—the world’s first international news | agency, Xinhua News Agency—"New China News Agency” (People’s Republic of China), and Kyodo News (Japan) are among the other major news services providing news and features to chapte newspapers, radio, television, magazines, and private subscribers. These ae large organizations ‘vith reporters, editors, and other staf in most major capitals and market centers. US. and international newspapers also subscribe to news services offered by The New York Times, The Washington Post, Los Angeles Times, MCT News Service (MeClatchy- Tribune Information Services), and news syndicates such as King Features Syndicate (Hearst Entertainment and Syndication Group). and United Feature Syndicate and Newspaper Enterprises Association (both owned by B. W. Scripps Company). ‘Much like the news wire services, commercial public relations wires provide news from organizations and public relations firms. Practitioners use these distribution services to speed time-critical news releases simultaneously into newsrooms worldwide, PR Newswire (PRN) introduced electronic distribution of news releases in New York City in 1954. PRN now has 26 offices in the United States and 14 other counties (see http:// vwurw.prnewswire. com). Other public relations wires copied the concept, starting competing national systems in the United States, Canada, and England, followed by worldwide news-release distribution systems. For example, Business Wire began operations if 1961 and grew rapidly, totaling more than 500 employees in 26 US. offices and offices in Brussels, London, Frankfurt, Pati, Tokyo, Toronto, and Syciney. In 2006, Business Wire became a wholly owned subsidiary of Warren Buffett's Berkshire Hathaway (see http://www-businesswire.com) and celebrated its 50th anniversary in 2011. Although they differ greatly in size, all these services operate in essentially the same way: charging clients to electronically transmit text, photographs, audio and video news releases, as well as regulatory postings (such as the required SEC financial disclosures dis, cussed in Chapter 6), to the media and other organizations. Clients pay fees based on the extent and type of distribution ordered, but media receive these news services at no charge. In addition, public relations wire services also sell monitoring and measurement services, providing clients metrics indicating the extent of message dissemination, media placement, and potential audience size. Because they offer fast, simultaneous transmission to the media, practitioners use these wires to send news ranging from major corporate developments, earnings reports, obituaries, and even invitations to neves conferences. They are especialy useful in times of emergency. For example, when a baby food manufacturer learned that glass shards had been found in a ship- ‘ment, the commercial news services could quickly and simultaneously distribute a product recall tomany media outl Another large portion of print and electronic media content is supplied by the feature, photo, and specialized news syndicates. As inthe case ofthe wire services, placement ofa feature ‘ta picture with a syndicate ensures wide, economical distribution and increases the acceptability of material, Most syndicates also distribute'columns and comics. For example, United Feature Syndicate distributes columns and commentaries editorial cartoons, and 150 comic strips. Offerings include Scott Adams's popular “Dilbert” the late Charles Schulz’ “Peanuts Classics,” and Stephan Pastis’ “Pearls Before Swine.” Syndicates charge fees based on each medium’s circu- lation or audience size. As in the case of paid publicity wires, there are also feature services that supply newspapers and periodicals with material without charge. Sponsoring clients pay the bill. Typical is North American Precis Syndicate, Inc. (NAPS), with offices in New York, Washington, Chicago, San Francisco, Los Angeles, Detroit, and Palm Beach. In its “Featurettes” service, NAPS distributes consumer news and information for 750 public felations firms, corporations, associations, and government public affairs offices to more than 10,000 dailies, weeklies, monthlies, shoppers, and online publications. NAPS’ monthly "Consumer Science News & Notes” goes to 1,000 television stations in the form of video news ‘eleases, B-roll, and animated still photos. “Radio Roundup” distributes two-monthly 60- and 3 -second spots on CDs, paper scripts, MP3s, and scripts posted on the company’s website. (See http:/www.napsnet.com.) 0 + External Media and Media Relations 215 iu PRNewswire courtesy PR Newswire 216 Parti + Foundations Magazines More than 20,700 magazines and specialized publications published in the United States offer effective specialized channels of communication to narrowly defined audiences.* Variations in content and auclience appeal are almost limitless and ever changing, attracting more than 325 million subscriptions and single copy sales." I 2010 alone, hopeful publishers launched 180 new magazines, but based on historical trends, only one in three wil survive more than five years, disappointing enthusiastic publishers who had visions of attracting both subscribers and advertisers > Historians generally agree that Benjamin Franklin originated the coicept of a magazine when he published General Magazine in January 1741. Technically, Andrew Bradford's American Magazine was the fist American magazine, because it appeared in print three days before Franklin's magazine. Historians also agree, how. ever, that America’s frst “national medium” was Franklin’s Saturday Evening Pos, Ast published in 1821. Magazines provide an array and variety of communication media to reach audiences who share common interests, including websites now produced by more ‘than 7,000 consumer magazines.”” Circulation giants such as AARP The Magazine, Reader's Digest, TV Guide, Better Homes and Gardens, National Geographic, Good Housekeeping, Family Circle, Ladies Home Journal, Woman's Day, Time, and People reach large national audiences. More narrowly targeted magazines include Cooking Light, More, Rlling Stone, Wired, Wine Spectator, Fine Homebuilder, and Architectural Digest. Trade and business magazine include Hoard’ Dairyman, Women’s Wear Daily, The Economist, BusinessWeek, Fortune, and Forbes. The sports-recreation-hobby mag- azines category includes Art of the West, Golf Digest, Field & Stream, Motor Trend, Popular Science, Snowboarder, and Outdoor Life. Clearly, magazines enable communicators to target specific messages to specific audiences ‘The changing magazine market—from general to specialized publications—reflects the nation’s changing interests and lifestyles. There is a magazine or periodical catering to almost every interest, vocation, and hobby. Advances in offset printing and computerized production have stimulated circulation and advertising revenues by giving advertisers options for buying targeted portions of the total circulation. Farm Journal, published since 1877, customizes each issue according to subscribers’ crops, livestock, farm size, and location, once producing an issue with almost 9,000 different versions. Regional advertising in such national magazines as Time and Newsweek, for example, allows advertisers to advertise to a market within a market, even Jocal markets, based on subscribers’ ZIP codes ‘Thousands of business and professional publications serve the specialized needs of pro- fessional groups, trade associations, and business and industry. These publications generally use prepared news releases if the content serves thei readers’ economic or profesional needs. Each of these publications caters to a carefully defined audience, usually representing the ‘membership lists of the organization publishing the magazine. Examples include PRSA's The Strategist, [ABC's Communication World, and the American Medical Association's American Medical News. In addition to collecting subscription fees built into membership fees, many of these publications carry advertising for products and services specific to readers occupations o professional practices. Magazines offer several advantages: Opinion leaders read magazines. For example, one study showed that fashion opinion leaders were more likely to read fashion magazines than were ‘non-opinion leaders on fashion-related topics Also, young and diverse populations read mag. azines. For example, 83 percent of African American adults read magazines, as do 75 percent of Hispantes/Latinos. Sixty-six percent of teenagers read magazines: Magazines provide more durable information than newspapers. Magazine readers have the opportunity to read, reread, discuss, and debate the information gleaned from this source. Readers w colder citiz health inf influence enlist poli readers sti Prav then appl do not su they have gestions to develoy writers ar Ma; national ¢ Decauise t for space. contribut Pra regularly event tha (2) eleme tainment known te placemer Radio Radio of people. ( arenot ting er rides to Ialls ust Ra orabout and28 p listen to States, a online re social ne old med mh stations 4790Al Internet incudec shut dox radio is format Ps through Tr ‘Chapter 10 + Extemal Media and Media Relations 217 Readers with special interests turn to magazines for in-depth treatment of topics, such as when older citizens report that magazines are second only to health care specialists as a source for health information. Magazines shape opinions, create preferences for fashions and products, influence house designs and decoration, help set standards for professions and businesses, and enlist political support. And even though most magazines are now available online, 87 percent of readers still want a printed copy: Practitioners study magazines’ topics, styles, policies, trends, formats, and so forth, and then apply this knowledge by targeting news and features to specific magazines. They generally do not submit unsolicited material, however. Rather, they Work on a tip or query basis when they have something that would have reader appeal. They submit story outlines or feature sug- gestions. If one is accepted, a practitioner works with the magazine's staff or freelance writers to develop the story. The practitioners job isto sell ideas to editors and then to cooperate with ‘writers and photographers, who build the ides ino articles ‘Magazine publicity placement is almost essential for organizations seeking to influence national or specialized audiences. Yet many practitioners fai in their forts to get such publicity because they do not understand the lead time of national magazines and the stiff competition for space. The competition comes from the magazine's own editors and staff writers, frequent contributors, and freelance writers who write regularly for national magazines. Practitioners sometimes overlook working with freclancers. Freelance writers who regularly sell to national magazines are interested in a story about an institution, a person, or an event that possesses at least one ofthese three qualities (1) national importance or significance: (2) elements of struggle, conflict, contest, or drama: and (3) anecdotal enrichment and enter. tainment value. In other words, give the story to a freelance writer. The experienced freelancer known to the magazine gets a check from the magazine, and the practitioner gets a publicity placement in a magazine. Radio Radio offers a wide range of publicity possibilities. It is a mobile medium suited to a mobile people. (Newspaper people like to point out that their medium is also “mobile,” and batteries Aare not required. That appears to be changing, however, with the growing number of subscribers using e-readers, such as the iPad.) Radio reaches the shower and breakfast table in the morning; rides to and from work in the ca, goes along to the beach, tothe woods, and on fishing trips, and lulls us to sleep at night—a flexibility no other medium can match, Radio listening in the United States remains relatively constant at two and a half hours day, ‘or about 16 hours each week. On a typical weekday, 73 percent of adults listen to radio in vehicles and 28 percent listen at home. Every day, more than 71 percent of those aged 12 years and older listen to radio—reaching a daily audience of more than 183 milion listeners, Also, in the United States, about 57 million aged 12 and older listen to the radio via the Internet, up from 29 million online radio listeners the previous year, Of those online radio listeners, 63 percent had aprofileon a Social networking site such as MySpace, Facebook, or Linkedin” This information illustrates how ‘old media, with new uses and users, continue to be relevant to public reations practic. The Federal Communications Commission (FCC) lists 14420 licensed full-power radio stations in the United States, of which 3,151 are public “educational” FM stations. There are 4790 AM stations and 6,479 FM stations. The total numberof stations is almost 25,000, when Internet streaming AM and FM stations, and high-definition digital AM and FM stations, are included. The AM dial isso crowded that nearly half the AM stations ("daytimers”) have to shut down 15 minutes after sunset to avoid interfering with others’ signals. Subscription satellite radio is a fast-growing option, because it is usually free of advertisements and offers an array of format choices. Public relations practitioners use radio news releases and audio feeds sent to stations through networks such as CNN (Atlanta, GA, http:/www.cnn.com), North American Network rior ee eee Eee 218 Part IT + Foundations (Bethesda, MD, http://www.nanradio.com/services.htm), and News Broadcast Network and thes (sew York City, htp://www.newsbroadcastnetwork.com). Distribution is over the Internet or news t0 felephone lines to stations targeted by region and format. CNN Podcasts, for example, distributes, worldwis cudho feeds to affiliated stations worldwide, 24 hours a day with four minutes of news on the States, st hour, two-minute updates 30 minutes late, and one-minute news cutaways. To increase local in station airings, some audio news services also provide interviews or sound bites that stations around then localize. carrying cat ough it isa “mas” medium, radio posses the quale of dret, personel touch, falcon because it uses the spoken word, for the most part, to convey its message. Broadcast pioneer cal work “Arthur Goulfrey understood this intimate quality when he decided that other radio speakers were average reading to, not talking with, their audiences. He decided that he would always have @ mental control image of talking to only one person on the other side ofthe microphone. Enterta Tndeed, radio is « person-to-person medium that flourishes on conversation, Call-in talk Th shows now help set the public agenda and provide Yorum for public debate on many local and and spor national issues. The potential impact is great. For example listeners of radio talk shows tend to prime sc reflec the even more partisan political orientations of show hosts, such as those of conservative from wh commentator Rush Limbaugh. hha greai "Almost every major city has its own radio all-tak shows that capitalize on local conflict, Re sensational topics, and legitimate public debate of important isues. Increased emphasis on the changed iccussion format opens up many possibilities for practitioners. Popular talk shows and tele- wire ser, phone interviews focusing on controversial issues have an almost insatiable appetite for guests by TVst with a message—however controversial it may be. Te ree public service time on radio seldom is prime listening time, but it is not without value creates a since the Federal Communications Commission relaxed its public service requirements for broad: war in & “asters, many stations have reduced the numberof public service and other nonrevenue programs Mexico, they broadcast. Yet mos stations provide some fiee time to nonprofit agencies as part ofthe sta less ate tion's community relations program. In non-prime time, the competition for airtime i less intense unempl than during the more desirable—and sllable—drive time and other high-listenership hours, That “compas {snot to say, however, that nonprofit organizations do not have access to prime time: jst gett ‘One approach isto provide radio (and television) public service announcements (PSAS)— EV 10 seconds, 30 seconds, or 60 seconds in length. A PSA is any announcement that promotes one stuc programs and services of government and voluntary agencies, for which no payment is made televisio othe station. Stations set their own standards, but most use well-prepared PSAs. And they can He beeffective. For example, the Ad Council produces and distributes PSAs promoting use of seat now th pelts, booster seats, and baby seats, no doubt saving many lives. Local, regional, and state groups distort promote recycling, storm water pollution prevention, and litter reduction, (For one example, ss rust tel Don’t Mess with Texas” at hitp://dontmesswithtexas.org.) dard-sia News He Television in ‘The communication phenomenon of the twentieth century was television, No other mediuin vic iatches televisions ability to provide a window on the world. What other medium could trans- : aw mnit live coverage from the international space station as an astronaut and cosmonaut make Tepaits outside the caf? How could any othet medium convey the sighs, sounds and feslings 7 cathe uncest in Egypt, Tunisia, Yemen, Bahrain, Morocco, Libya, and Syria during the “Arab news va Spring” of 20117 And most vivid of all, what other medium could convey the horror ofthe earth | viewers {quake and tsunami devastation of northeastern Japant other ne ‘Television combines the printed word, spoken word, video, olor, music, animation, and televisio sound effects into one message, making it powerful medium, As discussed in Chapter 8 televi- ea ofthe sion’s ability to shape our views of the world is explained by cultivation theory. Television offer 4 vast range of possibilities for telling a story —from a terse 30-second video on a TV newscast «half-hour or one-hour documentary, to 24-hour coverage of a crisis such as Hurricane Katrina Chapter 10 + Esternal Media and Media Relations 219 and the riots in London, to « miniseries extended over several evenings or weeks. Satellites relay news to and from any place on the globe, making the powerful, pervasive impact of television a ‘worldwide phenomenon, In 1963, television became the primary source of news in the United States, surpassing newspapers. In the United States, 1,782.commercial and educational television stations broadcast almost «around the clock to neatly every household.*® More than 6,100 cable systems in the United States, carrying an average of more than 100 channels, give viewers more options than they can care- fally consider.” The average time a television is on in a household surpasses the length ofa typi- cal workday—8 hours and 21 minutes—and reaches 90 percent of adults."* Children spend an average of three and a half hours each day watching television.” They grow up using the remote control to explore seemingly endless array of program services such as Disney, Discovery, Black. Entertainment Television (BET), ESPN, TNT, HBO, CNN, and C-SPAN, to name but a few. ‘This is our most intimate mass medium, yet it provides information about weather, traffic, and sports to more than half the population each day.#° Television rears our young, serves as the prime source of news and entertainment for most Americans, and proydes a powerful soapbox from which citizens’ protests can be communicated to the nation and the world. This medium. hhas greatly altered national election campaigns and diminished the role of the political parties. Researchers in Germany, for example, found that the agenda reflected on TV newscasts changed not only awareness of problems but also voting intentions."" National and international wire services and global TV news networks have created a truly global forum. Events made large by TV shape public opinion worldwide. ‘Television greatly heightens citizen awareness of the conduct of public institutions. It also creates a sense of frustration for citizens, who witness much that they cannot control—be it the war in Afghanistan, collapse of the World Trade Center towers, bodies of drug war vietims in Mexico, bloated stomachs of starving Somali children and refugees in Kenya, those left home less after a tornado destroyed much of Joplin, Missouri, and the long lines of the desperate ‘unemployed waiting to interview for low-paying jobs. In fact, some research has documented “compassion fatigue,” meaning that people who are exposed constantly to bad news on television just get tired of hearing about it and become less prone to doing something about it.” ‘Even with the popularity of the Internet, television remains an integral part of our lives; ‘one study found that 46 percent of consumers who go online regularly visit the website of a television network: Heavy reliance on television asa primary source of news disturbs thoughtful observers who know that the limits of time and dominance of dramatic pictures inevitably oversimplify and distort the news. For example, evening network shows, watched by millions of people each night, ‘must tll the story of the world in 4,000 words or less, the equivalent of four columns in a stan- dard-sized newspaper. A “major” story gets 58 seconds. Before retiring from the MacNeil-Lehrer News Hour on PBS (now the NewsHour), Robert MacNeil bluntly admitted, In most ofthe stories television cares to cover there is always the “right bi,” the most violent, the most bloody, the most pathetic, the most tragic, the most wonderful, the most aivfal moment, Getting the effective “bit” is what television news i all about. TThe wide range of news stories and time pressures in television news, coupled with today’s news values and technology, produces a compound of fiction and fact in terse fragments to Viewers around the world. One problem in journalism today is that news media often are citing other news media as sources of information, rather than verifying the news independently. Local television stations also contract with news services and independent journalists in other cities ‘worldwide for news feeds reported under the banner of the local station. Not only isthe source of the news ambiguous, or even misleading, but also so may be the journalistic integrity of the “news.” This is especially evident when the “news” is about the trials and tribulations of the remaining “survivors,” or about the stars du jour in the latest “realty” series. 220 Partil + Foundations Practitioners “pitch” story ideas to TV producers, Producers then decide ifan author's new book is reviewed. if the CEO is interviewed, or if personality appears on network shows such as NBC's Today and CBS's Late Show with David Letterman, or on syndicated shows such as ‘Anderson (Cooper) and Ellen DeGeneres (ot similar local programs). Perhaps the most common technique for placing a message on television, however, is providing video for news or documen- tary programs in the form ofa video news release (VNR). Critics charge that itis unethical to use VNRs in newscasts without telling viewers that an outside source provided the video. The Radio Television Digital News Association (RTDNA) has long warned that using VNRs “i just one way in which government, corporations and oth. ets try t0 influence the content of news.” ® However, local television news directors are pressed to fill expanding “news holes” over multiple platforms with smaller staffs and reduced budgets Consequently, local news operations are increasingly dependent on public relations sources, although they’are loathe to admit that realty. In fact, most stations require disclosure or cleat Jabeling when using VNR content. S Satellite transmission makes it possible to instantaneously distribute public relations messages, The satellite media tour (SMT) has replaced the time-consuming and expensive city hopping that was formerly part of political campaigns, crisis communication programs (see Tylenol Exhibit 1.3), movie openings, product launches, and breaking news. ‘Turn on any morning news show and you see anchors interviewing doctors, writers, entertainers, CEOs and other experts, Most ofthe time the interviews are via satelite from locations other than the anchors’ TV stations....In the course of two or three hours, a typi- cal SMT can cover 12 to 20 stations. SMTTs work best when local stations cannot produce the same story themselves, wien the story fits morning programming before being bumped by breaking news, and when the story calls for top management appearances on the global television medium Cable and Satellite Television Television comes into our homes not only through the publicly accessible broadcast networks but also via cable and satellite with increasing competition among these delivery systems. The growth of cable and satelite television with its 500-plus channels and high-definition capabilities has profoundly altered the nation’s communication and viewing patterns. Cable was born in 1948, when the first community antenna television (CATV) system, ‘was built in a small Pennsylvania community that suffered from poor television reception Advertising. supported cable channels collectively now have more than a greater share of the television audience than do the broadcast networks—60 percent to 40 percent.” It was Cable News Network's (CNN) live coverage of the 1986 Challenger shuttle disaster; the round-the-clock coverage of the 1991 Gulf War and 2003 Iraq War; and 24-hour coverage of the September L1, 2001, World Trade Center and Pentagon attacks, however, that made cable news a major player in the global information system, CNN coverage was so complete that several network affiliates and many independent stations carried CNN reports and still contract for news packages, ‘As new technology expands the channel-carrying capacity and converts systems to on-demand programming, cable and satellite TV may become only part of the packages of ser- vices carried. Cable companies offer interactive services such as shopping, banking, information databases, local and long-distance telephone services, and emergency alert connections to police and fire departments. Digital and video recorders, currently in 40 percent of households, and other personal video recorders give viewers flexibility as to when they watch programs, called “time-shifted viewing.” Fiber-optic and asymmetric digital subscriber line (DSL) networks link viewers 24 hours a day directly to central computers to retrieve and send information. Just as futurists had predicted, the line | informat tems. Th NEW The Inte ew met For pub () stays (3) deali and (4)1 Stayin: Digital a ity of ch adjust. A taland by emai ing you A represei (SEO) F an orga online drive Ir United request contain e know t opinior constar Public ‘That's: agloba the put ‘Chapter 10 + External Media and Media Relations 224 the line between television, telephone, other media, and home computers has blurred, as both information and entertainment services are delivered to homes over cable, wite, and satellite sys. ‘tems. The next section examines new media and their increasing roles in public relations practice. NEW MEDIA, NEW CHALLENGES AND OPPORTUNITIES ‘The Internet was the “game-changer” in the communication revolution, because nearly all new media are Internet based and almost all “old” media have developed an online presence. For public relations practitioners, the new media envionment offers at least four challenges: (1) staying abreast of changing technology, (2) responding to the demand for transparency, G) dealing with new media players who communicate directly with organizational stakeholders, and (4) representing organizations inthe new social media environment. Staying Abreast of Changing Technology + Digital and social media technologies have changed how public relations is practiced. The rapid- ity of change and the transformed global marketplace are forcing public relations practitioners to adjust. Ann Lewnes of Adabe Systems, Ine. (San Jose, California) summed up the change pressures I think that the world has become a very small place and we have to adapt ourselves accord- ingly....Social [media] plays a big role in that. One bad review, one comment from an executive about your company changes everything, and you need to be responsive in a way that you never were before. You need 24-hour customer support; you need people who are talented at moving quickly analyzing results. t's justa totaly different game.” However, many public relations practitioners limit use ofthe expanding array of new dig tal and social media, instead relying on traditional media and message dissemination, albeit now by email or the organization's website. But that is changing, according to Lewnes,“... When hir- {ng younger people, we look for social media expertise.” Another new focus for public relations practitioners is ensuring that the organizations they represent can be easly found by those seeking information. Thus, search engine optimization (SEO) has become another tool in the practitioner’ toolkit. Basically, SEO means trying to get an organization's name to appear at the top or near the top of the list when someone does an online search on the organization's category or topic. One study showed that search engines drive Internet traffic for 84 percent of users."' Google—the most popular search engine in the United States—produces search results based on both their relevance and importance toa search request. But one thing that search engines do not do is ensure the veracity of the information contained inthe sites they sort. Of course, information —truthfal or not—spreads rapidly online, and savvy practitioners Know that they need to be vigilant in scanning the digital media environment, “where rogue opinions can flourish and multiply.”*? This means that public relations practitioners must constantly monitor organizational reputations online. As counselor Mike Greece wrote in The Public Relations Strategist. “t used to be enough to read the morning papers on the way to work. ‘That's no longer a sufficient defense forthe constant flow of news, information and opinions on a global and democratized Web that never sleeps.” Rather, new media allow for participation of the public in “unmediated conversations”: ‘The empowerment of the Internet has magnified the intensity of opinions and made every- ‘one an expert capable of transmitting his or her feelings at will through such content- sharing channels as YouTube, Twitter, Jaiku and Facebook, among many others.** For public relations practitioners, this means building relationships with organizational publies not only in the real world, but also in the virtual world (see Exhibit 10.2). 222 Part It + Foundations EXHIBIT 10.2 Speed, Agility, and Humility Rachel Kay, Principal Rachel Kay Public Reations* Solana Beach, Calflora ‘nly five orso years ago, words tke "via" *log” and “social net- ‘work took the communication ld by storm. Public relations rac- titoners had to augment their communication arsonas to make room fora whole naw set of tools and a whole new set of rues. Like the speed wih wich the public relations landscape has changed ‘with social media the vehicles in which to send communication tao change and evolve overnight, and ve're tasked with keeping tu and Keeping Glens and employers current. The days of nagging ‘over acisis response for 26 to 48 hours are no more—constitents ‘on social networks demand attention, and brands and organizations ‘may have just a coupe of hours, oF minutes, to respond. In 2008, Motrin, a well-known painkiller, unveiled 2.cam- ign aimed toward “babywearing” moms, or those who cary thelr babes in slings. The online and prit-based ad campaign insieuated, among other things, that moms who wear thir babies ‘any thoy eprosent, ike anywhere else consumers can be very forgtving when a crisis occurs as long @s the company comes ‘across a8 apologetic and humble and responds without delay. it's imperative to remember that no communication is. truly private in the age of social media, A smal, regional food themed magazine, Cooks Source, was accused by a freelance ‘writer of taking content that she wrote from the Web, making 4 couple of changes, and adaing Ito the magazine's editorial ‘without permission or payment. The writer sent an emal tothe magazine's editor requesting an apology and donation to the Columbia Sonoo! of Jourralism in teu of payment. The editor's snide response suggested that anything available online was {ee forthe taking and refused any restitution, even going 8 far as to say the writer should componsate her for time in editing th piece. The vriter posted the corespondence online, which as with all things social media, was quickly share far and wide ‘across the Internet in fery blog posts, scathing comments on ‘Cook's Source's Facebook pads, and over Twitter with its own dodicaod hashtags. Online sleuth uncovered and posted adi tional examples of plagiarized work. Days passed and eventually statements by Cook Source were released, but the combative, ‘unapologetic tone simply encouraged more mocking and nega tive feedback The fiasco shut the magazine down completely. ‘The inherent unrestricted nature of social media means target publes have more power than ever before to take com ‘plants public and gather support. I's essential fr organizations fand public relations practitioners to adjust their communication ‘Strategies to adequately respond to public outery ina timely and sensitive manner, ‘Rachel Kay Public Relations (RKPR) isa publicrelations fim. servicing national brands and companies. thea bad news can be hidden, mistakes can remain secret, and misdeeds will not get report Controlling what is made public is no longer possible to the extent it was before the Infernet took. that power away from organizations ofall types. s researcher Brad Rawlins observed! ‘The Internet raises transparency to a new level by providing the means for those w! information to share their knowledge ed, ith ‘Virtually anyone can find any opinion on any ‘ubject with afew simple searches through the Internet. And once found, those opinions can be expanded, editorlalized, and shared around the world within seconds." old: and testi dem tion with Mee age Kee hoo. role org tion De: Ass trad bro: thre (Chapter 10 + External Media and Media Relations 223 ‘The world watched in amazement how social media forced transparency even in decades- «ld autocracis in the Middle East during the 2011 “Arab Spring” uprisings. Facebook, Twitter, Sind YouTube provided participants ways to communicate with each other even when traditional greans were shut down or censored, These new communication media made it possible fo pro testing citizen to share within their own communities as well as with the rest ofthe world, theit demands for political, economic, and cultural change. Text and images gave the world descrip tions of what appeared to be ordinary citizens engaged in peaceful demonstrations being met with violent reactions from armed soldiers and pro-government thugs. 'As protests spread from Tunisia and Egypt to Bahrain, Yemen, Libya, and Syria, Qatar Media Corporation's Al Jazeera news network launched a Twitter dashboard showing the aver age number of tweets per minute in five of those countries. According to Ed Schipal and Daniel Keeney, who wrote the story in PRSA’s Tactics, socal media “ean expose anyone interested to the energy, pasion and outrage that people are experiencing on the ground. Then you have them hooked.” ‘All organizations are vulnerable tothe scrutiny of those armed with both new media tech- nologies and a story to tell—praising or criticizing, true or false, fair or biased, night or day, local orglobal. As GolinHarrs public relations counselor Scott Farrell describes the situation: “Today, one activist armed with social media tools can effectively take on a small army of communicators oreven an entire company."®” ‘And an organization cannot hide or withhold information in the social media environ: rent. One study found that failure to disclose in social media campaigns damages the organiza tion-public relationship and erodes the credibility of the organization. ® Dealing with Media Convergence and New Media Players AAs noted ealier in this chapter, most traditional media outlets have moved onto the Internet, creating their own online presence and editions. In the imagery of Chapter 7's systems theory, traditional media outlets are simply responding to change pressures from a radically changed competitive envizonment. ‘The biggest changes may be the explosive increase in information sources and the loss of traditional media outlets’ control over the flow of information. Rather than having to rely on traditional media and on gatekeepers’ decisions regarding what information gets published or broadcast, public relations sources now are abl to go directly to target audiences or indirectly through a wide range of new “media.” David Meerman Scott describ the new options: Instead of spending tens of thousands of dollars per month on a media relations program that tries to convince a handful of reporters at select magazines, newspapers, and TV sta- tions to cover us, we should be targeting the plugged-in bloggers, online news sites, micro- publications, public speakers, analysts, and consultants that reach the targeted audiences that are looking for what we have to offer... We have the power to create our own brand in the niche of our own choosing,” Media convergence and the move to the Internet put pressure on organizations to coordi nate and integrate communication functions that traditionally operated in their separate “silos.” Internal and external communication programs have to be using the same message strategy, because search engines will access al availabe sources for those seeking information. Thus, com: panies like IBM, Intuit, and GE have put all communication functions under a single C-suite executive." The need for having only one voice is particularly important in times of crisis: ’sa reason the President of the United States has a press secretary, and not 20 people in ite House speaking for him,” according to author Peter Shankman.*! ‘The new media environment also means that practitioners must work with nontraditional media gatekeepers and influencers~such as bloggers—who have the ability to shape an ‘organization's digital environment. For example, when the Democrats met in Charlotte, NC, 224 Parti + Foundations and the Republicans in Tampa, ‘Worked as “credentialed media" alongside report But of course, bloggers did not have to attend th and opinions about the issues, speakers, and can Iike-thinking participants, blogs digitalized cyberspace ‘According to technorati.com, a website th of interest to technophiles, half of the worl’ fers from the traditional news .e conventions to become publ .didates. For those i hhave become the sources of choice in the interconné Florida, for their national conventions in 2012, bloggers ‘organizations. ishers of news in virtual communities of ected and at reports Internet developments and news forope-and 12 percent in Asian and Pacific countries, One in four engage in“ from their smartphone or tablet, leading to shorter an Public relations practitioners are increasingly relationship with bloggers remains tenuous becau people want control. The {than the level media expect]."®? Nevertheless, to reach Web-savvy publics, bath by attracting blo} part of a communication strategy Finally, public relations practitioners must that anyone with a camera phone can “report” t individuals are invited even by mainstream media by sending in video clips to major news outlets fo For example, when terrorists attacked th ase “bloggers want 100 percent 's bloggers are in the United States, 29 percent in bile blogging” \d more spontaneous blogs. ‘monitoring the “blogosphere,” but their access, and PR evel of transparency that bloggers think they should {get) is higher blogs remain a useful tool for practitioners trying ig coverage and by creating their own blogs as + acknowledge that new technology today means the news. Often called “citizen journalist,” these ‘outlets to share the news in their communities 3 possible dissemination to a wi ‘Taj Mahal Palace and Oberoi hotels in Mumbai, India, November 26, 2008, Twitter reports broke the news ‘ell ahead of traditional media, “Tweets” posted at a rate of more provided eyewitness accounts as the tragedy untol ‘made a watery but safe landing in fide audience. Trident luxury within minutes, than 70 every five seconds ded. Likewise, when US. Airways fight 1549 ‘Twitter report ofthe accident occurred one minute later. (See Figure 10-1) BrrtOoare wd re FIGURE 10.1. “Social Media Change the Process” courtesy Gerald Baron. Used wit the Hudson River that January 15, 2009, afternoon, the frst ith permission Thi to inform empower angry tex the Social in South Repres: Concept do so he seminati reactions So response exchang ers,and the Oba ships wi sation, € Tl an adva Industri tweet ac demons potenti of old s change« US-ba offices mary re site,"D Davis © partici social anaudi I ie of examp the 121 the ove techne relatio ‘This kind of citizen journalism via cell phones and the Internet has the potential not only to inform communities during crises, but also to promote democracy around the world by empowering individuals to share their voices. After a terrorist attack in Madrid, for example, angry text messages about the conservative government’s poor response to the crisis resulted in the Socialist party winning the next election.” Similarly, when exit polls ina presidential election in South Korea showed that the candidate most popular with young voters was losing, His supporters hit the chat rooms to drum up support. Within minutes more than 800,000 ‘e-mails were sent to mobiles to urge supporters to go out and vote... BY 2 p.m. [their can-

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