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Media Relations > Exam Term 1 > Flashcards

Exam Term 1 Flashcards

1
Q

What is the definition of Media Relations?

A

Media relations is the way of reaching your target audience with key messages through news media coverage

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2
Q

Mention 3 reasons as to why organisations want to be in the news?

A
  • Being in the news helps organisations to achieve their purpose
  • Society expects accountability & openness on their activities
    -Private businesses have a moral obligation to account to society
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3
Q

There are 3 responsibilities or tasks of Media Relations Advisor, to ensure that..

A
  1. To ensure that an issue/event is coherently framed
  2. To ensure that the organisation/client is well-informed
  3. To ensure that media are receptive
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4
Q

Key to successful media relations is FRAMING. What is framing?

A

Framing is a way of placing events/issues within particular context and encouraging audiences to understand them in particular ways

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5
Q

What does Labelling mean in framing?

A

Labelling is describing someone/event in a way that influences how audiences imagine it

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6
Q

Framing depends on 3 things, what are they?

A

M C T:
Media Corporates
Corporate Interests
The Public Sphere

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7
Q

How to make the message heard?

A

By framing the key messages in a way that resonates with media’s frames of reference

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8
Q

There are 2 things that can be done to make media receptive, what are they?

A
  1. To know what journalists are looking for
  2. To frame your message in a newsworthy fashion
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9
Q

What does currency mean in NEWSWORTHY fashion?

A

Journalists like an event that involves issues under public discussion

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10
Q

There are 7 things to be aware of before making a MR campaign, what are they?

A
  1. No control over what journalists write
  2. Accuracy not guaranteed
  3. Brief impact
  4. Lack of depth
  5. Desire for conflict
  6. Desire for dramatisation
  7. Bad Press
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11
Q

There are 2 models of MR Campaign Strategy, what are they?

A

RACE & ROPE

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12
Q

What does RACE & ROPE stand for?

A

RACE : Research, Action, Communication, Evaluation
ROPE: Research, Objectives, Performance, Evaluation

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13
Q

In RACE & ROPE, there are 3 categories of campaign research. What are they & explain briefly!

A
  1. EXPLORATORY: gathering facts
  2. DESCRIPTIVE: Interpreting facts
  3. CONFIRMING: testing interpretation
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14
Q

There are 2 types of objectives in RACE & ROPE, what are they?

A
  1. Informative: Raise awareness
  2. Motivational: Change behaviour/take action
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15
Q

In making the press list, there are 2 important things to do. What are they?

A

Media Profiling & Journalist Profiling

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16
Q

What is the difference between Media Profiling and Journalist Profiling?

A

Media profiling is when we decide which media outlets are the most important for the organisation that can influence the audience, whereas Journalist Profiling is when we gather informations about the journalist’s motivation & behaviour to frame an issue

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17
Q

There are 4 categories of MR Tactics, what are they?

A

Written Tactics, Spoken Tactics, Acted Tactics, Imagined Tactics

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18
Q

There are 2 types of written tactics, define & differentiate them!

A

Controlled Tactics: actions do not rely on media/other force to be successful
Uncontrolled Tactics: actions rely on media/other force to be successful

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19
Q

Mention 3 examples of each uncontrolled & controlled tactics!

A

Uncontrolled: Press release, backstories, features
Controlled: Newsletters, Annual reports, Brochures

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20
Q

What does Press Release mean?

A

Media Relations tactic that conveys news within an organisation to the press, following journalistic standards

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21
Q

There are 2 types of press release, what are they?

A

Hard News & Soft News

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22
Q

What is the difference between hard news & soft news?

A

Hard news contains information that has a big impact at the society as a whole and need to be reported urgently.
- Shocking, unusual, unexpected

While Soft news provides information about world events, human interest stories or entertainment news.
- usual, normal things

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23
Q

To whom do we send press release to?

A

To the most relevant journalists & media outlets for the news

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24
Q

What does Press Statement mean?

A

Press statement is a short release conveying an organisation/person’s POV or opinion regarding an issue/event.

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25
Q

What is the difference between press release & press statement?

A

Press release is used for conveying information or announcement, while Press statement is a sort of reactionary statement from an organisation/personal POV

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26
Q

What does Co-Creational Theory mean?

A

Co-Creational Theory is a proposition that stakeholders in any communication will work together to achieve the desired aims & goals

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27
Q

What is public sphere?

A

Public sphere is the space which citizens are freely able to gather to witness/discuss issues/events

28
Q

What does framing theory mean?

A

Framing theory is the capacity of media relationship builder to comprehend and interpret the agenda setting policies

29
Q

What is the duty or responsibility of media relationship builder?

A

To frame an issue/event that can resonate with the existing frames of reference used by the media

30
Q

Event/issues can have one or more frames, what are the terms of them? Explain!

A

Univalent: one dominant frame
Bivalent: 2 dominant frames
Multivalent: many significant frames

31
Q

Why do we have to have strategies for having media relations campaign?

A

Because the press is selective -> there is a limited space and everyone wants the spot for the press

32
Q

What does campaign mean?

A

Campaign is any type of activities that is designed to arouse support for any cause

33
Q

The success of a campaign relies on 3 things, what are they?

A

Content, Presentation, and Layout

34
Q

What is the difference between reactive and proactive media relations?

A

Reactive is when we merely wait for the media to call us, but proactive is when we actively seek out media opportunities

35
Q

What is the difference between centralised and decentralised type of media relations?

A

Centralised is clean & efficient, for type of organisations that are command & control in their corporate culture. For larger bureaucracy

Decentralised is difficult to implement, but it can result in significant improvement of coverage. For small & nimble organisations

36
Q

What does tactics mean?

A

Tactics are actions that have to happen to make a strategy successful

37
Q

What are the examples of spoken tactics?

A

Interviews, Press conference, Speech

38
Q

What are the examples of written tactics?

A

Press release, press statement, newspaper

39
Q

What are the examples of acted tactics?

A

Demonstration, Community meetings, Photocall

40
Q

What are the examples of imagined tactics?

A

Pictures, Video, Music, Drama

41
Q

Mention 6 things that press release must have!

A
  1. News
  2. Key Message Points
  3. Answer 5W + 1H
  4. Eye-catching Headlines
  5. Contact Details
  6. Date of Published
42
Q

What do key message points mean?

A

Key message points are core messages that you want your TA to hear & remember

43
Q

What does embargo mean?

A

Embargo is the time information in which we provide when we want the news to be released at a certain date

44
Q

Explain the structure of Press Release!

A

The Inverted Pyramid:
1.The upper level: The most important (5W&1H)
2. The middle level: The less important
3. The lower level: The least important

45
Q

What is the rule of thumb in making press release?

A

Journalists make their mind over your press release in 10-20 seconds, so get their attention in your first 10 words.

46
Q

What does intervention mean in one of the examples of imagined tactics?

A

Intervention means injecting an issue into a creative work, for example to music or movies

47
Q

There are 2 types of press tours, what are they? MENTION THE DIFFERENCE!

A

Press tours: Site Tours & Familiarisation Tours

Site tours are trips somewhere for media to see that something is paid for/run by an organisation,

while Familiarisation tours are made for media to familiarise themselves in a particular environment to sense what’s being presented

48
Q

What is media advisory?

A

Media advisory is a RELEASE that draws media attention to an UPCOMING EVENT to make it sounds interesting and newsworthy for the press

49
Q

What is Backstory/Backgrounder?

A

Backstory /Backgrounder is information to support news and directly linked to the press release by sending them simultaneously.

50
Q

What is feature stories?

A

Feature stories are non-news stories containing human interest information that has no direct link with press release

51
Q

There are 6 types of feature stories, what are they?

A

COPAS PR
1. Colour
2. Profile
3. Advertorials/paid content
4. Specialist features
5. Personal Column
7. Reviews

52
Q

Explain what are the definitions of the 6 types of features stories!

A
  1. Colour: Looks behind scene of an event to focus on (unusual&etertaining)
  2. Profile: Introduce someone’s background
  3. Advertorials/Paid Content: Use ads to promote stories paid by advertorials to advertisers
  4. Specialist Features: Stories done by specialist/expert on a particular subject (ex: health, education, economy)
  5. Personal Column: first person thoughts/opinion, reaction pieces of smth
  6. Reviews: Give opinion about a certain product/service/event
53
Q

What is Key Response Point?

A

Key Response Point is an alternative answer that we prepare in advance to respond an unexpected question from journalists

54
Q

How do we answer such an ‘Awkward’ question?

A

By developing a KRP (Key Response Point)

55
Q

There are 5 methods of setting budget, what are they?

A
  1. Arbitrarily
  2. All You Can Afford
  3. Historical Basis
  4. Competitive Necessity
  5. Situation Driven
56
Q

There are 5 methods of setting budget, mention each of their meanings!

A
  1. Arbitrarily: Budget is allocated without any analysis (all has to fill in)
  2. All You Can Afford: Org decides what it can afford to PR based on financial situation
  3. Historical Basis: Budget is allocated based on the previous budget history
  4. Competitive Necessity: Budget
    depends on standards in the industry
  5. Situation Driven: Budget is allocated based on a particular situation in time
57
Q

In formulating a MR Campaign document, there are 9 list of items included in the document. Mention them in order!

A
  1. Contents
  2. Introduction
  3. Issue Identification
  4. Stakeholder Identification
  5. Strategy
  6. Tactics
  7. Timeframe
  8. Budget
  9. Evaluation
58
Q

There are 3 phases to evaluate MR Campaign, what are they?

A
  1. Formative Evaluation
  2. Process Evaluation
  3. Summative Evaluation
59
Q

There are 3 methods when evaluating MR Campaign, mention each of them!

A

3M’s
Metrics, Message Exposure, Media Impressions

60
Q

What does Media Impressions mean in the method of evaluating MR Campaign?

A

Media Impressions is the number of people who might come across the content/news in news media channels (tv,newspapers,radio) by looking at the circulation of the news/audience numbers

61
Q

What does Metrics mean in the method of evaluating MR Campaign?

A

Metrics is when we interpret psychological characteristics of reporters/journalists/media workers to know how they frame an issue, by looking at their written/spoken work, and used for media & journalists profiling

62
Q

What does Message Exposure mean in the method of evaluating MR Campaign?

A

Message Exposure is when we compile clippings & mentions to evaluate media acceptance over our message, by looking at the number of media outlets that covered our message

63
Q

What is the most used method for evaluating MR Campaign?

A

Message Exposure

64
Q

What does Spokesperson mean?

A

Spokesperson is the bridge between an organisation and media

65
Q

Spokesperson has high risk & high reward, explain this!

A

High risk: disgrace, if smth goes wrong
High reward: fame, reputation

66
Q

What is the duty & responsibility of a Spokesperson?

A
  1. Providing news to the press
  2. Granting interviews
  3. Holding press conferences, press briefings, press querries
67
Q

What are 2 skills that a Spokesperson must have?

A
  1. Speak clearly & confidently
  2. Have knowledge of an organisation’s policies & products/services

Media Relations (1 decks)

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