Delivering Your Message. Means Should Match the Message and the Target Audience. Technology. The internet has only been available to the public for a little over a decade, yet it has revolutionized the way we communicate and conduct business.
Means Should Match the Message and the Target Audience
The internet has only been available to the public for a little over a decade, yet it has revolutionized the way we communicate and conduct business.
The web impacts our political, economic, social and cultural life -- at least in Western countries.
Is there a digital divide?
Over 300 million people use the World Wide Web -- globally.
But 91 percent of Internet users come from 19 percent of the world’s population.
However, the Internet is the most rapidly growing means of receiving news releases, story ideas, audio and video files from public relations sources.
It’s also the primary means of reaching an audience for your product, service or organization.
New Opportunities for Public Relations efforts:
Reality of the Internet:
Websites can be very effective public relations tools.
Public relations experts have traditionally used news or press releases to alert the media of new, interesting or important information.
The media relies on news releases since most media organizations spend their money on “talent,” not news-gathering. Most reporters spend their time processing information, not gathering it.
Public relations people are often considered “unpaid” reporters.
News releases are judged on their newsworthiness, timeliness, interest to readers and other traditional news values.
Media outlets are under no obligation to use the information provided. However, a news release that provides valuable, newsworthy information is more likely to be used.
Short news releases/bulletins to let the media know of opportunities or events that they might want to cover
Provide information and resources for reporter or news organization to make the reporter’s job easier
Correspondence to targeted media members “suggesting” coverage
Provide information about an organization, product or service
Often targeted to specific group
Many companies produce video news releases to send to television news organizations or programs.
These productions resemble a news story and are often run on stations with no credit to the producer of the spot.
Agreements to provide product in return for exposure