MDIA1002 Lecture Notes - Lecture 7: University Of New South Wales, News Values, Rugby Australia
22/04/18 UNSW notes | MDIA1002 Monique Munro
1
Media & Communication Contexts
Week 7 notes
MDIA1002 Lecture
New models for PR
• Evolution of the media release
- The traditional release sent from the PR firm to
the journalist in print or through a subscription (Will
appear like a printed page)
- 10, 15 years ago, when people were busy using
email, media realises would look like
+Curated list of separate media releases
+All the journalist has is one line to get them
interested, important in the media release, they will
ot lik fo oe uless it have gotten their
attention
• Social media: Blending the old and the new
- Example
+ https://twitter.com/TargetingCancer
+Use social media, have a social media presence
+Atiities, aassados, stoies
+External media coverage
+ Is still connected to traditional
media release
+Integrating campaign, logos,
videos, website, links to other
sites that support their ideas
- How does their public
profile relate to the news cycle
in comparison to old news
cycles?
+ Have a news section
+A standard media release but just posted on a website for journalists to
subscribe to the news site so it comes to them automatically
+Comes up on their Fb, Twitter
• The old way (a journalist prior to the internet)
Research/ rounds: Allocated an area (hospital, court, police, etc) and must be
informed what happens in that field, using research, contacts, knowing of any
events in the calendar (eg, conferences, fund raisers), media releases from PR
being sent to the journalist. Broadcast media Public via printed, Tv or radio
news
find more resources at oneclass.com
find more resources at oneclass.com
22/04/18 UNSW notes | MDIA1002 Monique Munro
2
• The new way (in the example of Targeting Cancer)
- Scientific research Investigating impact of radiation. Translated by Science
Daily for the public audience. Targeting Cancer notices this as something they
can use, turning that into their own media release which is related to FB and
Twitter posts + other forms of media and perhaps goes out to broadcast media
- The public profile through social media and their website is an integral part, The
relationship to the public is different
+Mahoey, : efeig to “olis ad Beakeidge, 9 We . ad
social media are rewriting the media landscape because blogs, social networks,
online forums and other forms
of social media have changed
the dynamics of influence.
Traditional influence flowed
from the work of news- or
information-gatherers like
journalists; in the new
landscape, information is readily
shaed aog pees.
+what has really changed the
news cycle
▪ Appearing with the
public, Making information
available wherever and
whenever possible
▪ The public can respond,
have influence and contribute
find more resources at oneclass.com
find more resources at oneclass.com
22/04/18 UNSW notes | MDIA1002 Monique Munro
3
• Writing task two
- Fake post
+Your employer, lead, photo, headline, hashtag, link to full story
+Following a simple model of translating a story from one platform to the another, what is
critical, what might need to be changed? (lead, emphasis)
- Will have the full story (news story or media release) and add FB post or Tweet
• More examples (Media Release/ story Social media)
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
The traditional release sent from the pr firm to. 10, 15 years ago, when people were busy using the journalist in print or through a subscription (will appear like a printed page) email, media realises would look like. +all the journalist has is one line to get them interested, important in the media release, they will (cid:374)ot (cid:858)(cid:272)li(cid:272)k fo(cid:396) (cid:373)o(cid:396)e(cid:859) u(cid:374)less it have gotten their attention. +use social media, have a social media presence. Social media: blending the old and the new. + is still connected to traditional media release. +integrating campaign, logos, videos, website, links to other sites that support their ideas. +a standard media release but just posted on a website for journalists to subscribe to the news site so it comes to them automatically. +comes up on their fb, twitter: the old way (a journalist prior to the internet) Broadcast media public via printed, tv or radio news.
