Public relations - PowerPoint PPT Presentation

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  1. Public relations A brief overview of thegood, the bad and the ugly

  2. What is public relations?

  3. What is public relations? • An important source of news, as Merrill argues in “Media Debates” • A good news organization uses press releases as a starting point • A bad news organization will run press releases verbatim • Controversy over video press releases and the FCC

  4. Role of a press secretary

  5. Role of a press secretary • Speak on behalfof client • Line up interviews for reporters • Damage control and crisis management

  6. The rise of objectivity • Kovach and Rosenstiel write about the pursuit of truth, not objectivity • Rooted in commercial interests of the 19th-century press • Increasing reliance on official sources such as police • We need factual, non-opinionated news in a self-governing democracy

  7. The limits of objectivity • Stories that are accurate but not true • Damaging leaks from prosecutors, as with Kenneth Starr and Bill Clinton • Political coverage that emphasizes polls and fundraising • Mindlessly seeking out “the other side” even when there is none

  8. Example: Joseph McCarthy • Press objectively reported his pronouncements • Most reporters knew the truth • Murrow was criticized for making news rather than reporting it

  9. Global warming • Newsweek story is about public relations and the limits of objectivity • False notion of a scientific “debate” • Journalism’s need for so-called balance

  10. “On the Media” clip

  11. No real scientific debate • Gore argues that there is no other side in scientific journals • Journalists want to be seen as being objective • PR professionals exploit that desire

  12. Glenn Beck clip

  13. Populism and public relations • Elitists want you to give up your SUVs • Your opinion matters • But how can you have an opinion about science?