Lecture 5

Question 1

What is the importance of media relations?
(5)

Answer 1

1. To increase brand recognition
2. To get attention for new products or services
3. To tell your side of the story
4. To influence the coverage of an issue
5. To minimize media attention to your organization

Question 2

Define media relations

Answer 2

The systematic, planned, purposeful and mutually beneficial relationship between a public relations practicioner and a mass media journalist

Question 3

Changing media landscape:
–> Explain Media diversity

Answer 3

-Public broadcasting
-Commercial Tv/radio channels
-Legacy Media
-Digital Native media
-Special interest media

Question 4

Changing media landscape:
–> Explain International differences

Answer 4

Each country has its own media landscape:
Differences in
-Commercialization
-Reach
-Diversity
-Partisanship/Independence
-Media-culture

Question 5

Changing media landscape:
–> Explain recent developments

Answer 5

-Decrease in print media
-Decrease in subscription newspapers
-Switch of advertising revenue to online
-Growth of digital natives
-Cross media news production

Question 6

How to draw media attention
-> Common strategies

Answer 6

-Press releases
-Press conferences
-Maintain good relationship with journalists
-Organize staged events
-Give interviews

Question 7

The amount of media coverage an issue receives is based on:

Answer 7

-Alignment with the media outlets identity

-Perceived news value

Question 8

Explain: Schafraad (2016)

Answer 8

Only 27% of corporate press releases are published

Value increases with: controversy, suprise, bad news, well-known companies

Most are ignored due to: low news value, misfit with outlet, high competition

Question 9

Explain media relationship dynamics

Answer 9

-Mutually dependent, but fragile
-> Teneous at best

Question 10

News Media & Public Opinion:
Explain:
Agenda setting and salience effect

Answer 10

Telling people what to think about
1st level: which issues get attention
2nd level: what parts of those issues are highlighted

Salience: more in the news, more top of mind

Question 11

Explain media’s impact on corporate reputation, according to Jonkman et al. (2020)

Answer 11

-More media visibility = lower reputation overall
-Postive tone improves reputation
-Negative tone has three times the impact of positive tone

Question 12

Changing media landscape:
–> Explain shift in PR priorities (ECM, 2023)

Answer 12

-Social media listening and analytics
-Content creation
-SEO
-Influencer identification en management
-Customer relationship management

Question 13

How does social media affect the media relations?

Answer 13

-Speeds up network dynamics
-Enables direct, two-way communication with stakeholders
-Moves from talking to -> talking with

Question 14

How can you build credibility on social media?

Answer 14

1. Personal interaction
2. Show expertise
3. Welcoming language
4. Trustworthiness

Question 15

Are news media still relevant? And how?

Answer 15

Yes

-Hybrid media environment
-Strategic Communication -> Across channels
-More complexity, less controll, potentially more influence

Question 16

Three connected agendas in news media

Answer 16

1. Corporate agenda
2. News media agenda
3. Public agenda

-> They shape each other in mediatized society