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PUBLIC RELATIONS & MEDIA MANAGEMENT. Presented by Hopeton S. Dunn, PhD Director, Telecommunications Policy and Management Programme Mona School of Business, UWI. Presented at the JTA Education Conference 2010. Introduction.

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public relations media management

PUBLIC RELATIONS & MEDIA MANAGEMENT

Presented by

Hopeton S. Dunn, PhD

Director, Telecommunications Policy and Management Programme

Mona School of Business, UWI

Presented at the JTA Education Conference 2010

introduction
Introduction
  • Teaching – one of the most widely dispersed and influential professions in Jamaica
  • It has a naturally receptive audience - all members of society
  • The profession has been through significant transition since independence
  • As such, the image and reputation of teachers require renewal and thoughtful interventions
objectives
Objectives
  • This session seeks to help teachers develop a better image for interactions with the media and the wider public through:
    • Understanding the factors that go into building a strong brand and
    • Understanding the media through which your images are transmitted
emerging technologies
Emerging Technologies
  • Consider new tools and the impact of emerging technologies including:
    • The Internet
    • Websites
    • Blogging
    • Social and Citizen Media
    • Wikis
understanding communication
Understanding Communication
  • With all these means of conveying messages, what is the process that brings all of these outlets together?
  • Its Communication …
  • But what do we mean by Communication?
  • What is the process involved and how can we understand it more deeply?
linear model of communication lasswell
Linear Model of Communication (Lasswell)

Message

Sender

Receiver

Channel

cyclical model of communication schramm
Cyclical Model of Communication (Schramm)

Message

Encoder

Decoder

Interpreter

Interpreter

Decoder

Encoder

Message

the communication wheel
The Communication Wheel

Source: Evans, D. - People, Communication and Organisations.

other factors in communication
Other Factors in Communication
  • Non-Verbals
  • Noise
  • Relevance to your audience
    • Who am I communicating to?
    • What are their objectives?
    • What are my objectives?
slide11

Variables in the Perception of Oral Messages

LISTENER

VARIABLES

MESSAGECREATED

SPEAKERVARIABLES

EXTERNAL

VARIABLES

MESSAGERECEIVED

slide12

Message Types and Communication Flow

Upward

Communication

Downward

communication

Horizontal Communication

Higher levels of the organization

Instructions, directives

Coordination

Information

Lower levels of the organization

understanding media
Understanding Media
  • Issues of image, language and self-presentation
  • The ‘sound byte’
  • Agenda-setting, priorities and prominence
  • ‘Spin’
  • Sensationalism
  • How do you ‘make it matter’ to them
methods of interaction with media
Methods of Interaction with Media
  • News Releases
  • Interviews
  • News Conferences
  • Media Briefings and Socials
  • Tours and Open Days
  • Public Lectures
elements of the news release
Elements of the News Release
  • Lead
  • Body
  • Attribution
  • Continuity
  • End
interviews
Interviews
  • Have a positive, pro-active strategy
  • Do not only answer questions but be prepared to make key points of your own
  • Ensure that the best spokesperson on the topic is the one who speaks to the media
preparing for a news conference
Preparing for a News Conference

Multimedia in reach

Prepare a statement to be delivered orally - don't distribute until spoken

Prepare lead speaker

Manage questioning through assigned chairperson

Conclude before it drags out

about email
About Email…
  • Remember that email can be considered an official communication from an organization
  • Do you and all your colleagues understand this?
  • Proof read and check all the facts before hitting ‘send’
  • Avoid abbreviations and SHOUTING
preparing a communication plan
Preparing a Communication Plan
  • Communication Objectives – what and why are we communicating
  • Target Audience – who do you want to communicate with
  • Timing and Frequency – when and how often do you want to communicate
  • Responsibilities – who is going to communicate?
  • Communication Quality – how will we ensure effective communication?
summing up 1
Summing up (1)
  • Be clear on the message to be delivered
  • Keep message consistent and repeat creatively if necessary
  • Know your target audience
  • Avoid noise
  • Engage from a position of preparation
  • Know some key media contacts
summing up 2
Summing up (2)
  • Discourage unethical behaviour
  • Consider the Verbal and Non verbal Impact
  • Be concise
  • Monitor both traditional and new media
  • Practice and remain active
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