Engaging with media is important because even though we often listen to the word-of-mouth, we are still exposed and influenced much by media unconsciously. So, PR need to develop strong relationships with relevant media outlets to ensure the proactive positioning of a company and continuous corporate messages in the media – McConochie, Public Affairs advisor.
Take an example of Organize Chaos Daily (or OCD in short). The company founder is aware that the new media has taken a big portion in the communication world. That's why she started her publication by writing a press release on the Internet (with keywords such as home-organizing, clutter) and also sent it local magazines. Followed by making a page of it on Facebook. These, interestingly, has made OCD the center of attention in 2009. OCD has been featured 6 times by local magazines and newspaper from June-November 2009 including Cleo and Men's Health magazine for free. And by such publications, it is no doubt that OCD gain a lot profit and become more and more recognized in Singapore.
From this of course we can relate that engagement with media is very important in reaching through the public. It is also the fastest way to reach consumers beside word-of-mouth.
Today’s readings talk about the many ways of using the media and how we should choose the one that’s suitable for the organisation’s needs. Convince the people in that media is important bcoz people who trust him/her will listen to what they say. Find something (media) that is the Majority, can also be a good tip to succeed.
Further, in involving the media, we should be able to frame something in a way so that the audience can speculate the intended meaning by reading or watching our program.
Later, there are 2 ways of communicating: controlled and uncontrolled. For uncontrolled, media is only as a ‘gatekeeper’, which is not responsible with the published news. They are the editors or chief who only sorts the story (like media releases, blogs, etc). Controlled communication is when the media has total control of what they have written down; they are the sender.
Some news values that can attract journalist and editor are: The material has to be the truth, up to date, celebrity involvement; usually works to get attentions, and something that has an impact to many people. Human or animal interest also often sells, unusual and remarkable issue also attracts people. Some also believe that bad news also more newsworthy than the good ones.
Lastly, Media vary depending on the cultures and environments. So, we have to ensure that we clearly understand the law and legal practices.
hey, i love the example you included on the post. the way OCD organization try to publish itself through the media.
ReplyDeletehaha thanks. ya bcoz I think this example is really appropriate for the topic; the way they engage with the media and everything.. (:
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