APR 271 Lecture Notes - Lecture 8: Ingratiation
10 Oct 2018
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Media gatekeepers determine what does and does not receive attention. Remember members of media are categorized as enablers but can also become limiters. Gatekeepers can be reporters, editors, news directors, bloggers or station managers. Basically gatekeepers are those people who control access to the media. Audiences believe that information that comes from the news media is more credible than information that is obtained directly from the organization. The value of publicity flows in both directions. Good publicity helps organizations but bad publicity can be devastating. Recipe for newsworthiness: ip- interests of public, im = interests of the media, io = News peg: is an item that the media is already reporting on that is also relevant to an organization. Offering visuals to the media will help ensure they follow through with the story. It save the media from using their resources and allows you to control the message visually.
