3 Flashcards
Wat zijn de gevolgen van democratiseren van sociale media
Everyone can become a global publisher or influencer
Camera on phone leads to citizen journalists
Streaming lead to real time reports
Wat is de shift from the classic model of communication
From professionals working together with news channels to employees become these professionals through their own messages on their on social media or blogs
They offer organisations a way to communicate with the public without an extra step in the newschannel
Wat zijn de opportunities van deze shift from classic model of communication
New ways to reach/engage stakeholders
○ Have conversations
○ Adopt an authentic voice
○ Tell or elaborate its story or messages
Wat zijn de uitdaigngen van de shift from the classic model of communication
○ Managing and controlling the corporate message: You can as a organisation decide what message you spread in stead of the news
○ Fragmented new gathering and dissemination: news is fragmenetd because it comes from everywhere and not only from news channels which improves the chance inconsistent news
Wat zijn de verschillen tussen traditional en new news environments
Traditional:
1: Broadcasting: organisations creates content for stakeholders
2: One to many
3: Corporate positioning: Carefully release messages to better your position (fixed and controlled)
New:
1: Crowdcasting: stakeholders create content for the organisation (Ask question to people)
2: Many to many
3: Content generation: everyone can create content about the organisation (messy and open ended)
Wat zijn owned paid en earned media
Owned: own media channels: Lot of control less reach
Paid: medium control and medium reach
Earned: no control and high reach
Wat moet CC professionals doen en wat is de challenge hierbij
1: Maintain or sponsor your own corporate blog
○ Spokesblogger: employee taking on this new corporate function
○ New rules: criticizing employer and praising competitors allowed to make corporate image more humane
○ Allows stakeholders to engage in a direct and unfiltered conversation with the
organization
Blogs are popular and trustfull
Monitor and engage with influential vloggers
* Opinion leaders, Industry analysts, Journalists
Challenge: balance between need for control of organization and need for freedom of
influencer
Wat zijn de voordelen van blogs
- Majority of journalists use company blogs when researching a story
- Blogs create a personal connection with users
- Facilitate positive attitudes towards the company
- Encourage positive word of mouth
Wat zijn media relations
A company’s interactions with editors, reporters and journalists
Wat zijn public relations
The act of connecting and communicating through all the various relationships that a
business or organization may have formed with the public
Waarom is media belangrijk om het publiek te beinvleoden
● Media provide an important highway to the public because they:
○ Generate publicity
○ Provide business coverage that influences stakeholders
Hoe werken de media en journalisten samen
Journalist write stories but can’t control the final version (media changes title or picture)
News organisations chance stories based on their ideology (could amplify when story fits the ideology)
Wat is de agenda setting theory
First level: The media decide what subjects to talk about and what not
Second level: Media frame it so they decide how you think about the subject
How can organisations influence the public agenda
Through:
* Press conferences: tell their story directly to the media to get the attention
* Press releases
* Interviews
* Online newsrooms
* Campaigns
* Media monitoring and research
How can CC professionals use framing
Make journalists interested in the story
Keep the organization’s preferred framing top of mind
