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Social & Traditional Media Relations > Quiz 1 > Flashcards

Quiz 1 Flashcards

Lectures 1-3

1
Q

What are some of the recent and continuing trends in media relations?

A
  • Concentration of mass media organisations
  • Reduction of editorial staff
  • Attention span of audience has shortened
  • Newer and diverse sources which leads to a fragmentation of the audience
  • 24h news cycle
  • Digital and social media
  • Rise of the “citizen journalist”
  • Bloggers are becoming credible
  • Two-way communication
  • multiplication of formats and platforms
  • Less people in the newsrooms
  • Role of journalists is being redefined
  • Production is print is becoming more costly, whereas digital media/social media is less expensive
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2
Q

What is the 24-hour news cycle like?

A
  • Digital news sources more prominent
  • CNN paved the way for the 24h news cycle and others followed
  • Reporters now have multiple deadlines over multiple platforms
  • Bloggers develop credibility
  • Technology, like smart phones, makes it a lot easier for anyone to get a story and send it out at anytime
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3
Q

What was media relations like in the past?

A
  • Tight deadlines
  • People would come together to watch or listen to the news broadcast (mostly television)
  • Before putting out the news, it was analysed
  • Press conferences were huge and drew large audiences from several different news outlets
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4
Q

What is media relations like now?

A
  • Multiple deadlines and platforms
  • With the web and technology, people are able to get more information and a lot quicker
  • It’s becoming more and more critical to get news and information out fast, so credibility can becoming a problem
  • Press conferences are dwindling. Less and less people are paying them any importance
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5
Q

Interviews in the past

A

In newspapers, on the radio, on the television

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6
Q

Interviews now

A
  • Specialty channels
  • Newspaper (digital)
  • Internet
  • Bloggers
  • Forums
  • Social Media
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7
Q

Crisis Communication in the past

A
  • Had to get out a statement within 24-36 hours
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8
Q

Crisis communication now

A
  • Response time shrunk to 1 hour or less because of social media and the ability to give out an immediate response
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9
Q

Digital Media

A
  • People are relying on digitised information

- Internet, computer-enabled devices, social media

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10
Q

Social Media

A
  • Used for social interaction
  • Internet-based technologies
  • Brings more diversity to news sources
  • Instant
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11
Q

What are the different types of traditional media?

A
  • Daily newspapers
  • Community weeklies
  • Specialised weeklies
  • Magazines
  • Radio
  • Television
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12
Q

What do media relations specialists need to do?

A
  • Target audiences more precisely
  • Maintain greater vigilance especially on the internet
  • Respond faster than ever
  • Communicate directly with audiences
  • Develop relationships with bloggers and other non-traditional news sources
  • Maintain good relations with traditional journalists
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13
Q

Pros of communicating through traditional media

A
  • Wide reach
  • Credibility
  • Low cost
  • Immediate
  • Target large groups
  • Get issue on public agenda
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14
Q

Cons of communicating through traditional media

A
  • No guarantee of the story being picked up
  • No control of the message due to bias, distortion, ignorance
  • Production-related constraints
  • Ephemeral, easily missed
  • Target publics are broad
  • Need for conflict in story
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15
Q

News Room

A
  • Versatile
  • Fluid
  • Flexible
  • Driven by events
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16
Q

Corporate Room

A
  • Rigid
  • Planned
  • Structured
  • Framed
17
Q

Social Media throughout the years

A
  • First email sent in 1971
  • Bulletin board systems data exchange over phone lines - 1978
  • First copies of early web browsers distributed in 1978
  • Geocities founded in 1994 (Geocities = concept for users to create their own websites)
  • AOL instant messenger launched in 1997
  • Friendster is launched in 2002
  • Myspace launched in 2003
  • Facebook launched in 2004
  • Twitter launched in 2006
18
Q

Basic guidelines of social media

A
  • One of many communications tools
  • Rules and regulations apply just like any other media
  • Like any other media, policies surrounding its use should be implemented, specifically for security purposes
  • Individual and corporate responsibility
19
Q

What does social media do?

A
  • Contributes to the evolution of society by allowing instant transmission of information
  • Forces society to evolve and adapt
  • Redefines the role and influence of traditional media
20
Q

Advantages of Twitter

A
  • Easy to join
  • Easy to use
  • Free
  • Instant way of reaching target audience in “real time”
  • Two-way communication
  • Can be part of a larger communications plan strategy
  • Useful for providing instant feedback during unfolding events
  • Can be automated
21
Q

Inconveniences of Twitter

A
  • Limit of characteristics
  • Hard to give complex details
  • Speed is of the essence
  • No control over message once sent
  • Hard to trust sources
22
Q

What are the different types of blogs?

A
  • Personal Blogs
  • Business Blogs
  • Niche Blogs
  • Professional Blogs
  • Reverse Blogs
  • Media Blogs
  • Microblogging
23
Q

Personal Blogs

A
  • Express ideas and beliefs in a diary-like fashion
  • Traditional blogging
  • Content could revolve around a common subject or express everyday thoughts
24
Q

Business Blogs

A
  • Follow a money-oriented model
  • Purpose is to accumulate traffic, boost company exposure, and, ultimately, bring in clients and sales
  • Focus on the parent-business and its industry
  • Deliver promotional content and expand the company mailing list
25
Q

Niche Blogs

A
  • Target a single topic
  • Aim to provide as much insights as possible
  • Example: Jamie Oliver’s blog with recipes
26
Q

Professional Blogs

A
  • Exist for the sole purpose of making money
  • Full time bloggers dream of making a fortune, be it through ads, affiliate commissions, sponsorship deals, or their writing skills
27
Q

Reverse Blogs

A
  • Host the cumulative writing efforts of multiple users rather than a single author
  • Operate more like web forums rather than personal journals
  • Key to success = using a team of moderators to monitor and filter the inappropriate content
  • Huffington post is an example of a reverse blog
28
Q

Media Blogs

A
  • Rely on different types of visual stimuli to catch our attention
  • Examples = photo blogging, vlogging, podcasting
29
Q

Microblogging

A
  • Conveying a message in the shortest way possible
  • Brief and to the point
  • Example = twitter

Social & Traditional Media Relations (1 decks)

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