Useful theories in communication
I suppose PR practitioners should know these theories so as to know the ability of media effects on audiences. There are some theories which are useful in PR practice: Agenda-setting theory, Uses and gratifications theory, Spiral of silence theory, Two-step flow theory, Framing theory, Sociological theory and social reality. I guess these theories are very good guides for PR practitioners in their practice of the profession.
The foundations of media relations
Media releases are the key tool in media relations, but to be effective they must contain real news, not hype. The reality is that the media rely on public relations practitioners as sources of news. Often there is no time for reporters to go out and chase news in the courts and on the streets. Public relations are ready and willing to fill the gaps. Judy VanSlyke Turk (1986, in Joy Chia, 2008) concluded that almost half of the stories about agencies contained information from a public relations source. Zawawi (2001, in Joy Chia, 2008) found that surveys, papers and submissions sent to journalists with the intent of gaining media coverage could also be regarded as public relations.
Key to success
The golden rule for all public relations work, not just media relations, is to under-promise and over-deliver. :) Nice term, I think! Always send to the journalists and reporters before the deadline and more than what you promised.
Tools to attract media attention
- Celebrate anniversaries
- Writing a good media release
An example of a PR campaign which successfully make use of media
The Museum of Tropical Queensland (MTQ) in Townsville opened in 2000. By 2003, visitor numbers had dropped 67%, with the greatest decrease in the local/regional market.
MTQ established a Community Pass Program to develop this audience through Council-subsidised free entry.
The challenge was to:
- Make residents aware of the program
- Raise their interest in museum activities
- Encourage first time visitors
- Develop cooperative programs with Councils
Communication activities included production and distribution of posters in high-traffic areas, media articles and the distribution of flyers to specific audiences.
The MTQ Community Fun Day achieved outstanding results, including:
- Attendance by 3154 people (compared with 846 on the museum opening day)
- 89% were local residents, with 63%of these were first time visitors
The development of strong media partnerships resulted in:
Generous promotion of MTQ activities and the program through the news, interviews and CSAs
- The region's newspaper printing a museum story weekly, always including information about the program.
To date, resident visitation has totalled 17% (29,705) of the catchment population, and the first six months of 2004 saw a record 38,165 visitors
Major strategy was to develop strong partnerships with media, local government and business in order to help the museum extend its budgetary resources and gain greater impact.
ITEM MEDIA TARGET AUDIENCE/S Displays Posters Banner Library users, Council visitors, general community Promotion CSAs on TV and radio for two weeks Local/regional community Media releases Interviews and news On-air radio reads Editors Local/regional community Media photo opportunities Newspapers and TV Editors Local/regional community Telephone messages Councils telephone on hold Promotion during the day Outside broadcast by 4TO with key presenter "Harro" Promotional points Fridge magnets, stickers and balloons given to visitors on the day 3,154 Community Fun Day visitors
Hello, I think you really typed this entry in a very systematic way that is very easy to understand. Indeed media is a very useful tool as it can reach out to a lot of people at one go. The example of the PR campaign is really useful as you even tabulated a table to list the strategies. Of all the theories you've listed above, I personally feel that the agenda-setting theory is the most effective cause everything will be well-planned. how about you?
ReplyDeleteI think it depends on the situation and even culture also. These theories help to us to get understanding about our audiences. If i were PR practitioner in a country where media are controlled by the government, e.g. North Korea, agenda-setting theory and framing theory are very useful, I think. :)
ReplyDeletehi khanh :) (in response to your reply to jayne) i guess in countries whereby the government's having too much influence over the media, many messages would be less convincing through the media?
ReplyDeletewell, but i think in north korea it's a different case because the people's mindset are shaped in a way whereby they are not suppose to doubt the information given by the govt. hmmm.
anyway, nice post khanh :)