PR truyền thông - Chapter 18: International and comparative media systemsMedia systems can be classified along dimensions of control and ownership. Public ownership, decentralized control Public ownership, centralized control Private ownership, decentralized control Private ownership, centralized control
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PR truyền thông - Chapter 17: Ethics and other informal controlsAmerican Society of Newspaper Editors (ASNE) Canons of Journalism Responsibility, freedom of the press, independence, accuracy, impartiality, fair play, decency Society of Professional Journalists (SPJ) Codes of conduct See the truth and report it Minimize harm Act independently Be accountable Other associations or organizations have adopt...
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PR truyền thông - Chapter 16: Formal controls: laws, rules, regulationsRestrictive orders Trial participants restrained from giving information to media Restraining media coverage of court events Pre-trial proceedings, pre-trial evidence, jury selection, actual trial 1980s: Supreme Court reaffirmed press rights to open court access But access can be limited, under strict guidelines, depending on the situation
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PR truyền thông - Chapter 15: AdvertisingContemporary advertising Coping with technological and social change Consumer taking more control over media choices Traditional advertising model harder to justify Guerilla marketing: non-traditional marketing techniques Online advertising Not as effective as initially hoped Becoming more targeted, more interactive, more engaging As Intern...
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PR truyền thông - Chapter 14: Public relationsInternal (in-house) PR department An arm of management Advantages Can work on short notice; more in-depth knowledge of company; less costly External PR agencies Advantages Fresh ideas; objective viewpoints; more services; can bring prestige
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PR truyền thông - Chapter 13: News gathering and reportingCoverage of stories of interest to very small community Single ZIP code Interest group in defined area Most hyperlocal news appears on web sites Publishers hope will draw in people who don’t generally consume news
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PR truyền thông - Chapter 12: The internet and the world wide webElectronic mail (e-mail) Fast, cheap, reliable Can send text, graphics, and much more Drawbacks Not suited for all message content Not as private as letters Spam Time loss
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PR truyền thông - Chapter 11: Cable, satellite, and internet televisionUsers search for content stored on cable/satellite company’s server Select desired content, and it becomes available, usually for a fee VOD has been slow to catch on Relative lack of content; complicated user interfaces VOD use is up, but VOD is lower priority for cable/satellite companies YouTube content creates more “buzz”; more competitors ...
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PR truyền thông - Chapter 10: Broadcast televisionBy 2000, cable reached more than 68% of the population Channel capacity increased and new programming services emerged Cable full-fledged competitor to broadcast TV
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PR truyền thông - Chapter 9: Motion picturesLate 1940s: TV cut into movie profits Hollywood fought back: Refused to advertise films on TV; refused to show old films on TV; tried to bar film stars from appearing on TV Hollywood tried to woo audiences back Technology: 3-D, Cinerama Content: “spectacle” films, musicals, adult-oriented themes Eventually Hollywood started cooperating with ...
41 trang | Chia sẻ: huyhoang44 | Ngày: 20/03/2020 | Lượt xem: 590 | Lượt tải: 0
