managing in a media environment
TRANSCRIPT
-
7/27/2019 Managing in a Media Environment
1/19
MANAGING IN A
MEDIA ENVIRONMENT
-
7/27/2019 Managing in a Media Environment
2/19
What is Media Management?
Media management is a general job title thatdescribes people who manage talent formedia professionals like those who work inphoto, sound, and video. It is a form ofentertainment management, a field thatmanages talent in show business.
-
7/27/2019 Managing in a Media Environment
3/19
What is Media Management?
Professionals in the media management fieldwork with many types of media-relatedtalent, including actors, artists, writers, andmusicians. Media management in businessdiffers from media management incomputers because the computer term refers
to activities that involve processing computermedia files like music, video, and picture files.
-
7/27/2019 Managing in a Media Environment
4/19
Media Mangement always involves publicrelations.
-
7/27/2019 Managing in a Media Environment
5/19
-
7/27/2019 Managing in a Media Environment
6/19
What is Public Relations?
Public relations (PR) is the practice of managingthe spread of information between an individualor an organization and the public. Public
relations may include an organization orindividual gaining exposure to their audiencesusing topics of public interest and news items
that do not require direct payment.
-
7/27/2019 Managing in a Media Environment
7/19
The aim of public relations by a company often is
to persuade the public, investors, partners,employees, and other stakeholders to maintaina certain point of view about it, its leadership,
products, or of political decisions. Commonactivities include speaking at conferences,winning industry awards, working with thepress, and employee communication.
-
7/27/2019 Managing in a Media Environment
8/19
Public relations professionals present the face ofan organization or individual, usually toarticulate its objectives and official views onissues of relevance, primarily to the media.Public relations contributes to the way anorganization is perceived by influencing themedia and maintaining relationships with
stakeholders.
-
7/27/2019 Managing in a Media Environment
9/19
According to Dr. Jacquie LEtang from QueenMargaret University, public relationsprofessionals can be viewed as "discourseworkers specializing in communication and thepresentation of argument and employingrhetorical strategies to achieve managerialaims."
-
7/27/2019 Managing in a Media Environment
10/19
Specific public relations disciplines include:
Financial public relations communicating
financial results and business strategy Consumer/lifestyle public relations gaining
publicity for a particular product or service
Crisis communication responding in a crisis
-
7/27/2019 Managing in a Media Environment
11/19
Internal communications communicatingwithin the company itself
Government relations engaginggovernment departments to influence publicpolicy
Food-centric relations - communicatingspecific information centered on foods,beverages and wine.
-
7/27/2019 Managing in a Media Environment
12/19
Within each discipline, typical activitiesinclude publicity events, speakingopportunities, press releases, newsletters,blogs, social media, press kits and outboundcommunication to members of the press.
-
7/27/2019 Managing in a Media Environment
13/19
Audience targeting
A fundamental technique used in publicrelations is to identify the target audience,and to tailor messages to appeal to eachaudience. Sometimes the interests ofdiffering audiences and stakeholderscommon to a public relations effort
necessitate the creation of several distinctbut complementary messages.
-
7/27/2019 Managing in a Media Environment
14/19
MessagingMessaging is the process of creating aconsistent story around a product, person,company or service. Messaging aims to avoidhaving readers receive contradictory orconfusing information that will instill doubt intheir purchasing choice or other decisions
that have an impact on the company.
-
7/27/2019 Managing in a Media Environment
15/19
Messaging
Brands aim to have the same problem
statement, industry viewpoint or brandperception shared across sources and media.
-
7/27/2019 Managing in a Media Environment
16/19
Social media marketing
Digital marketing is the use of Internet tools
and technologies such as search engines,Web 2.0 social bookmarking, new mediarelations, blogging and social mediamarketing.
-
7/27/2019 Managing in a Media Environment
17/19
Social media marketing
Interactive PR allows companies andorganizations to disseminate informationwithout relying solely on mainstreampublications and communicate directly withthe public, customers and prospects.
-
7/27/2019 Managing in a Media Environment
18/19
Other techniques
Litigation public relations is the managementof the communication process during thecourse of any legal dispute or adjudicatoryprocessing so as to affect the outcome or itsimpact on the clients overall reputation(Haggerty, 2003).
-
7/27/2019 Managing in a Media Environment
19/19